Top

Mobile
Trends
2014
Once again weve dug through reports and
forecasts from the top research rms and
thought leaders for the coming year. In this
presentation weve summarised the key trends
and predictions including our own thoughts and
recommendations to those of the worlds top
research institutions. Our goal is to help guide you
make the most out of your mobile plans in 2014!
During 2013 we used every available opportunity to talk about
the importance of use case centric service design. Identifying and
focusing on the core use cases based on context, and then building
the best user experience around these.
the experience can be truly customised,
based on other relevant information
and behaviour
- Golden Gekko
Related to this, Yankee Group predicts that marketing investment
for mobile customer experience measurement will take center
stage.
1. Context matters
behaviour. Google Now is a strong example of this. The importance
of context means that responsive design will frequently fail as the
approach focuses too much on providing the same service across
devices and not enough on the user needs.
What we think
Forget about what device your customer is using and focus on
serving the core needs for each user in the context they are in. Once
you know the use case, work rigorously to deliver the optimal user
experience through ongoing user testing. Over time the experience
can be truly customised, based on other relevant information and
For a retailer, the core use case will differ if the customer is in the store vs
outside of the store or shopping from home.
Ovum says that Apps will drive the next phase in the evolution of
enterprise mobility, creating new ways of working, and transforming
existing business processes. In 2014, enterprise mobile apps will
become a core part of the enterprise IT application stack.
2. Apps still winning vs. mobile web
Smartphone users spend 87% of their time using mobile apps.
iPad users spend 76% of their time using mobile apps
- Nielsen
being implemented. Downloadable apps will continue to dominate
in the consumer and enterprise space with a combination of Native
apps and Hybrid apps (using HTML5).
What we think
Its clear that consumers and enterprise users prefer apps when it
comes to utility services. They are faster, more reliable and easier to
use, with users not particularly concerned with which technology is
We know iPad outsold laptops during 2013: While users were on their iPads [...],
they were three times more likely to be using apps than the mobile Web.
- Nielsen
In Top Technology Trends for 2014 and Beyond, Forrester states
that a great digital experience is no longer a nice-to-have; its a
make-or-break point for your business as we more fully enter the
digital age. Some CIOs are losing their inuence over the decisions
in these areas as digital experience agencies are engaged by CMOs
and CTOs to a greater extent.
3. Do, differentiate or die
customers impressions of a
business are established through
digital engagement, forcing
businesses to recognize that
software is the brand.
- Forrester
with business applications give enterprises the opportunity to reduce
operational costs, as well as improve protability and competitive
edge. The time is now.
What we think
Uber, Starbucks, Amazon, Booking.com and others have shown
that its possible to shake up an entire industry by providing a
differentiating and winning mobile experience. These organisations
are driven by user experience more than anything else.
This goes for Enterprise apps as well. Forrester reports that 90% of
businesses will have corporate apps by 2014. Enabling employees
CMOs need to differentiate their
businesses by providing customized
mobile solutions to their customers.
Ericsson concludes that smartphones have completely changed the
way we communicate and use the Internet. IDC predicts that the 3rd
Platform will deliver the next generation of competitive advantages
that will signicantly disrupt market leaders in virtually every industry.
We are currently entering a new phase
of rapidly-diversifying smartphone use -
and people are looking for apps
across all sectors of society.
- IDC
4. Apps changing the way
enterprises work
to Forrester, 29% of employees are anytime, anywhere employees
with 53% using 3 or more devices for work, 37% working from 3 or
more locations and 82% using 7 or more apps to work.

Employees are ready, now the enterprise needs to catch up and take
advantage of this opportunity. From eliminating paper processes
to improving content distribution and capturing real-time data, in
2014 enterprise apps will begin to transform businesses landscape,
overhauling operations and driving growth to their top and bottom
lines.
In 2014 you will see all larger organisations deploying enterprise apps.
What we think
During 2013, many enterprise mobility solutions delivered value
beyond our wildest dreams. In one case, 12 months and hundreds
of thousands of dollars in investment paid off in less than 1.5
months. Every organisation should review their opportunities in
mobile enterprise solutions whether they derive from appstore apps
or custom developed solutions. Read our blog about how to identify
and implement your quick wins.
The nature of how employees work has changed and enterprises are
dealing with a new savvy, always-connected workforce. According
Juniper says 2014 will be a watershed year for wearables with
Google Glass, Samsung smartwatches, Apple iWatch and other
devices - but privacy will be an issue as google glasscamera
becomes more and more ubiquitous. Smartwatches will also raise
concerns as they will track users biometric data such as heart
rate, respiration, skin temperature. If connected to the smartphone
used at work, there could be potential misuse of this data through
mobile device management programs. The trend of BYOD and MDM
programs is mostly present in the US.
5. 2014 is not the year
for wearables
wearable devices represent a
nice to have and not a must
have for consumers
- Juniper
Glass) and watches (Pebble, Sony and Samsung), 2013 was a
pilot year. Google Glass will prove more useful within enterprise
than for consumers, and the watches will be a niche extension to
smartphones.
2014 will continue to be an evolution and not a revolution as long as they remain
gadgets for geeks and dont full a real need.
What we think
Wearables appeared on Merry Meekers 2013 trend report as
well as many others. In some areas such as sport, wearables are
already going mainstream with Nike Fuel Band and movement
tracking devices. In other areas including glasses (primarily Google
CNET primarily talks about the top mobile trends impacting
consumers and believes that LG re-emerges as a hot Android device
maker in 2014 with the Google Nexus lineup and other new devices
coming. HTC on the other hand will continue to struggle due to lack
of differentiation and additional offerings in the consumer electronics
division. For Blackberry things will get worse before they get better,
but with the refocus on enterprise users and partnership with
Foxconn, they are expected to survive beyond 2014.
6. LG strikes back while Blackberry
and HTC continue to drop
The big change for BlackBerry is its shift
away from the consumer handset business
in North America and a greater focus on its
enterprise and messaging software business
- CNET
role for Blackberry to play as an enterprise device supplier and the
only one with a proper keyboard, as well as Microsoft, based on its
leading enterprise IT role. Expect a lot of surprises!
Innovation keeps thriving from competition and we will see more surprises from
newcomers and established players.
What we think
We will continue to see innovation in the low-end segment from
Lenovo, Huawei and ZTE and in the high-end from Apple, LG, HTC,
Sony and Motorola whereas Microsoft/Nokia and Samsung will
continue to play in both segments. We also believe that there is a
The majority of e-mails are now opened on a mobile device making
it critical to optimise all e-mails and website links for mobile. The
desktop PC will become a secondary consideration.
7. Email will become a mobile rst channel
The amount of email opened on
mobile is projected to continue
increasing, and the decline in
PC sales should
accelerate the trend
- Gartner
What we think
Most newsletters, CRM generated e-mail updates, personal e-mails,
etc are not yet updated for mobile because to be honest, its not an
easy task. The same is true for campaign landing pages as redirects
are seldom implemented correctly, but businesses must address this
or they will lose out on business.
2014 will be the year when
organisations take this seriously.
With iBeacon and other technologies that allow precise, low-cost
indoor tracking in stores, retailers will begin to target shoppers in
real-time, with relevant and personalized, location-based offers.
Always-on commerce is a subtle but signicant evolution from
everywhere commerce, brought on by consumers ubiquitous
connectivity, according to a new eMarketer report, Key Digital
Trends for 2014.

8. Brick and mortar stores will communicate
with shoppers in real-time
relevant and personalised,
location-based offers took a
big step forward in 2013 with
Apples launch of iBeacon,
which allows precise,
low-cost indoor
tracking in stores
- Rakuten
Some fun use cases to consider for your retail app:
- Step inside a store and your shopping list is transformed into a
personalized map, showing you the deals thatll appeal to you most.
- Go to your bar, have a round of drinks, and just leave, having
paidand tipped!with Uber-like ease.
What we think
Indoor tracking solutions have existed for many years and they
are now starting to reach the mainstream. We believe that Wi will
continue to be the predominant technology platform as its cost
efcient and uses standardised web technology. This will also be
used to welcome loyal customers back and inform them of relevant
offers and deals. The cost of more advanced technology and rollouts
including iBeacon is still prohibitive so adoption will primarily be on
a pilot basis during 2014. Watch out for start-ups such as Knock.io,
Euclid and YFind.
All retailers can benet from using Wi to communicate with customers
and better understand customer behaviour.
An individuals online identity, when strictly related to reputation and
trust, is less virtual and has more and more impact on real,
ofine life.
9. Identity and privacy will nd a balance
The collection of information online is
both a huge opportunity and a threat
to our privacy and security.
- IEEE
Gemany). Although uniformity on the legislation concerning use of
personal data will not happen in the coming years, following the
OECD recommendations is a minimum requirement. As privacy will
remain a hot topic in 2014, the trend will be for data controllers
to improve their transparency. In the online world, thinking about
privacy and implementation of active consent from the outset of a
mobile app or website will be a must-do.
What we think
The majority of consumers accept giving up some privacy for free
services, better services and ease of use as long as they have
transparency on the use of their personal data. However, as the law
varies from one country to another, the meaning of transparency
may have different denitions depending on whether you are based
in the US or the EU. US and EU legislation differ and even within the
EU some member states have implemented stricter rules (Spain,
In the US and UK we expect the industry
will self-regulate consumer data privacy.
Facebook showed the biggest leap in 2013 going from almost
zero in mobile revenue to 40% of the overall advertising revenue
from mobile. Apple, Microsoft and Yahoo fell behind in terms of
media attention. Over the coming years, Google and Facebook are
Other top players such as
Google/YouTube, Twitter, Renren,
Youku and Sina-Weibo also
showed major growth.
- Golden Gekko
expected to continue to lead the market with mobile advertising
specialists including Millennial Media, Inmobi, Smaato as well as the
major media agencies supporting brands and publishers.
10. A few big players shape the mobile advertising space
What we think
The majority of the traditional media agencies are still far behind in
terms of mobile expertise and experience. Challenge your media
agency on the mobile advertising spend, ROI and innovation and
change agencies if they dont take ownership.
Challenge your media agency.
Last year we said that the mobile payments and wallet market would
grow slowly without a general market break-through in 2013. This
was true as Google Wallet, Isis, Vevo and Paypal failed to impress.
There was however, a breakthrough on other levels with Starbucks,
The Economist believes that
Sweden might be taking a
lead in the western world.
Square, Uber and various other services showing that consumers
are ready. Comscores report Rise of the 3Ms (mCommerce,
mRetail and mPayments) provides further insights on this trend.
11. Mobile payments break-through
What we think
Every major consumer brand must consider mobile payments as
part of their strategy in 2014 if it improves their users customer
experience.
Think about how mobile payments are
evolving and how you can prepare for it.
In 2012 Gartner predicted that The Internet of Things (IoT) would
move into pilots in 2013 and at CES 2014, Cisco chief executive
John Chambers predicted the Internet of Things would be a $19
trillion market over the next several years. Chambers explained that
IoT a term for connected sensors, devices and objects could
IoT is going mainstream here
and now and this will impact
most businesses whether its cost
savings, revenue or improved
customer care.
- Golden Gekko
create new opportunities for revenue generation and savings across
industries and government. As an example the city of Barcelona,
noted that the city has reduced costs by about $3.1 billion a year by
installing sensors in public water pipes and parking meters so they
are used more efciently.
12. The Internet of things moving mainstream
most businesses whether its cost savings, revenue or improved
customer care. Think about how your business or organisation can
benet from IoT in 2014.
What we think
We are starting to see connected devices everywhere including
climate control, automobiles, lights, alarm systems, video cameras,
ticketing machines, airport kiosks, self-checkouts, beacons in stores
and more. IoT is going mainstream here and now and this will impact
Think about how your business or
organisation can benet from IoT in 2014.





200 brands & agency clients.
Team of 160+ people
that love & breathe mobile technology.
About us
web www.goldengekko.com
blog www.mobilemarketinguniverse.com
email info@goldengekko.com
Fighting for a world
full of mobile solutions
since 2005