{"id":391,"date":"2014-06-03T10:59:31","date_gmt":"2014-06-03T02:59:31","guid":{"rendered":"http:\/\/www.www.innovationiseverywhere.com\/?p=391"},"modified":"2014-06-03T10:59:31","modified_gmt":"2014-06-03T02:59:31","slug":"future-mobile-technologies-cheap-smartphones-shorter-timespans-augmented-reality","status":"publish","type":"post","link":"https:\/\/innovationiseverywhere.com\/fr\/future-mobile-technologies-cheap-smartphones-shorter-timespans-augmented-reality\/","title":{"rendered":"The future of mobile technologies: cheap smartphones, shorter timespans, and augmented reality"},"content":{"rendered":"<p>A special feature of <strong><a title=\"Mobile West Africa 2014\" href=\"http:\/\/mobilewestafrica.com\/2014\/\" target=\"_blank\" rel=\"noopener\">Mobile West Africa 2014<\/a>,<\/strong> the tech conference we covered in Lagos, was the workshop and keynote of <a title=\"Tomi Ahonen\" href=\"www.tomiahonen.com\/\" target=\"_blank\" rel=\"noopener\"><strong>Tomi Ahonen<\/strong><\/a>, widely recognised a <strong>top mobile thinker and strategist.<\/strong> I\u2019m always a bit suspicious of these titles of expert and the likes, but I must acknowledge Tomi has delivered an <strong>amazing vision on the future of mobile technologies<\/strong>, in addition to being someone it\u2019s super easy to talk to (and a great showman).<\/p>\n<p><a href=\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2014\/06\/tomi-ahonen-matthew-dawes-and-tomi-davies-at-mobile-west-africa-2014-lagos-nigeria-innovation-is-everywhere-3.png\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-medium wp-image-396\" src=\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2014\/06\/tomi-ahonen-matthew-dawes-and-tomi-davies-at-mobile-west-africa-2014-lagos-nigeria-innovation-is-everywhere-3-224x300.png\" alt=\"tomi ahonen matthew dawes and tomi davies at mobile west africa 2014 lagos nigeria innovation is everywhere\" width=\"224\" height=\"300\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><em>Tomi Ahonen (mobile expert), Tomi Davies (VC in Nigeria) and Matthew Dawes (organizer of MWA)<\/em><\/p>\n<p>Beyond the figures and \u201cflat data\u201d that makes clear we are in a <strong>mobile-first, when not mobile-only world<\/strong>, Tomi\u2019s added value is clearly to give insights on our <strong>behaviour<\/strong>, to help us read a complex and fast-moving industry, and to give the keys to make our own path within these industries.<\/p>\n<h2>The mobile moment is now, and there still are lots of opportunities for disruption<\/h2>\n<p>There are <strong>more phones than people on the planet<\/strong>, and some countries like Hong Kong boast <strong>200% penetration<\/strong>. We could add it\u2019s even truer in<strong> emerging countries<\/strong>. Panama has 202.5%, Saudi Arabia 169.5%, Russia 155%, Brazil 136%\u2026 Comparatively, the US have \u201conly\u201d 103% mobile penetration and Japan 95% (<a title=\"Mobile penetration per country \" href=\"http:\/\/en.wikipedia.org\/wiki\/List_of_countries_by_number_of_mobile_phones_in_use\" target=\"_blank\" rel=\"noopener\">Wikipedia<\/a>).<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2014\/06\/tomi-ahonen-mobile-west-africa-2014-future-of-mobile-technologies-innovation-is-everywhere-smartphone-price-augmented-reality-stats-1-3.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-393\" src=\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2014\/06\/tomi-ahonen-mobile-west-africa-2014-future-of-mobile-technologies-innovation-is-everywhere-smartphone-price-augmented-reality-stats-1-3.png\" alt=\"tomi ahonen mobile west africa 2014 future of mobile technologies innovation is everywhere smartphone price augmented reality stats 3\" width=\"640\" height=\"478\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>What\u2019s more interesting here is the <strong>sheer number of industries that mobile can still, and will, disrupt<\/strong>. Tomi Ahonen shows how some of them have already transitioned to mobile, such as <strong>cameras<\/strong>, where all the main camera makers have given up in the meantime, from Kodak to Minolta. Comparatively, <strong>gaming is \u201conly\u201d 45% on mobile<\/strong>, so there\u2019s a lot of room for innovation, <strong>not even talking of banking, F&amp;B, retail or healthcare industries.<\/strong><\/p>\n<p><strong><img decoding=\"async\" class=\"aligncenter size-full wp-image-392\" src=\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2014\/06\/tomi-ahonen-mobile-west-africa-2014-future-of-mobile-technologies-innovation-is-everywhere-smartphone-price-augmented-reality-stats-3-3.png\" alt=\"tomi ahonen mobile west africa 2014 future of mobile technologies innovation is everywhere smartphone price augmented reality stats 3\" width=\"640\" height=\"444\" \/><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>In the <strong>advertising industry<\/strong>, for instance, mobile marketing is both a more efficient and measurable way to take products to the market. This case study from <strong>OMO in South Africa<\/strong> is amazing. With incentives ranging from education material and clothes for the kids and airtime for parents, OMO was able to get a lot of<strong> opt-ins<\/strong> in their database, increase the <strong>repurchase rate by 60%<\/strong> and reach about 20% of all South African households<\/p>\n<p><iframe src=\"\/\/www.youtube.com\/embed\/HCFNwoonrs8\" width=\"420\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>A lot of startups are also trying to get <strong>mobile payments<\/strong> popular, but disruption can also come from bigger brands. <strong>Coca-Cola<\/strong> has made a viable and popular mobile payment system in <strong>South Korea<\/strong> with \u201cPlay\u201d, a concept which rewards users with points when they purchase Coke, and when they achieve specific missions, like a scavenger game or a dance. Points can be redeemed both in Coke products and in smartphone in-app purchases and songs. About 1M South Koreans played the game, and Coca-Cola now has quite an expertise on <strong>payments on mobile.<\/strong><\/p>\n<p><iframe src=\"\/\/www.youtube.com\/embed\/DgtijpUNKGo\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>A last case study with <strong>market research and airlines<\/strong>. <strong>Finnair<\/strong> began to use mobile check-ins back in 2001, and by 2010,<strong> half of its customers were checking-in via mobile<\/strong>. The data gathered on such a long time allowed the app used by Finnair to<strong> offer instant upgrades<\/strong> on Business when people checked-in in Economy (airlines make their money on Business and First, not on Economy). As much as <strong>23% costumers took the upgrade<\/strong>, paying with either Miles or Credit card.<\/p>\n<h2>Behavior on mobile: do make a difference between mobile phones and tablets<\/h2>\n<p>These case studies get reinforced by an amazing behaviour understanding of mobile by Tomi Ahonen. First, because we now have a good check-list of <strong>what are the unique added values of mobile technologies<\/strong>. Any startup of project should take a few minutes to think how each feature is used. If it\u2019s not, then, chances are someone more mobile-friendly will take your place :<\/p>\n<ol>\n<li>Mobile is first personal mass medium<\/li>\n<li>Permanently Connected<\/li>\n<li>Always Carried<\/li>\n<li>Built-in Payment Channel<\/li>\n<li>Available at Creative Impulse<\/li>\n<li>Has Most Accurate Audience Info<\/li>\n<li>Captures Social Context of Consumption<\/li>\n<li>Enables Augmented Reality<\/li>\n<li>Offers Digital Interface (to real world)<\/li>\n<\/ol>\n<p>Another insight provided in the session was the <strong>key difference between mobile and tablets<\/strong>. Mobiles are something you use all time, for <strong>30 seconds\u2019 tasks<\/strong>, with one hand, managing a lot of things with the other (eating, paying, etc). <em><strong>\u201cTablets immobilise people\u201d<\/strong><\/em>, says Tomi, because you need to stop, use your two hands. I can perfectly remember the number of times I missed my train or transfer when using my iPad, as you\u2019re more immersed in it, for tasks that take on average 3 minutes.<\/p>\n<p><a href=\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2014\/06\/tomi-ahonen-mobile-west-africa-2014-future-of-mobile-technologies-innovation-is-everywhere-smartphone-price-augmented-reality-stats-4-3.png\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-394\" src=\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2014\/06\/tomi-ahonen-mobile-west-africa-2014-future-of-mobile-technologies-innovation-is-everywhere-smartphone-price-augmented-reality-stats-4-3.png\" alt=\"tomi ahonen mobile west africa 2014 future of mobile technologies innovation is everywhere smartphone price augmented reality stats 4\" width=\"634\" height=\"480\" \/><\/a><\/p>\n<p>Again, do check your strategy on both laptops, tablets and mobile phones with this grid, there\u2019s probably a lot to change.<\/p>\n<h2>Mobile technologies in near and not-so-near future: free phones, smarwatches and augmented reality<\/h2>\n<p>To conclude his show, Tomi Ahonen gave us <strong>three\u00a0insights to keep in mind for the next few years<\/strong>. After the \u201c3-minutes tablet\u201d and \u201c30-seconds phone\u201d, we could expect <strong>smart watches<\/strong> to fill up the \u201c3-second\u201d void in our connected life, with notifications and alerts. They already are on the market,\u00a0with crowdfunded projects such as Pebble, and then tech giants, from Samsung, already out of the woods, and, to come soon, Apple and Microsoft.<\/p>\n<p>Another cool insight into the future:<strong> the price of smartphones<\/strong>. Following <strong>Moore\u2019s law<\/strong>, and acknowledging the previous drops in prices, Tomi expects prices of basic smartphones (around $150 today) to $38 in 2016, and around $19 in 2017. <strong>In 2019, smartphones would cost about $10.\u00a0<\/strong>What will be the new expensive toy for early adopters? Well, remain seated.<\/p>\n<p><a href=\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2014\/06\/tomi-ahonen-innovation-is-everywhere-mobile-industry-previsions-forecast-futurology-augmented-reality-lagos-nigeria-1-3.png\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-395\" src=\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2014\/06\/tomi-ahonen-innovation-is-everywhere-mobile-industry-previsions-forecast-futurology-augmented-reality-lagos-nigeria-1-3.png\" alt=\"tomi ahonen innovation is everywhere mobile industry previsions forecast futurology augmented reality lagos nigeria\" width=\"640\" height=\"461\" \/><\/a><\/p>\n<p>Last but not least, and with a far-reaching vision, Tomi bets that <strong>augmented reality will be the next mass medium,<\/strong> leaving phones back in the past, and allowing us yet another complete disruption of all existing trades. The proposal is damn sexy. Right now, <strong>about 4% of smartphone users are augmented reality users<\/strong> as well, with an industry value of<strong> $496 million in 2013<\/strong> (Markets and Markets, Oct. 2013). You can find here the transposition of growth of mobile technologies over the last few years, and how we could anticipate the growth of augmented reality on a similar scale.<\/p>\n<p>We\u2019ll take some time at <a title=\"Innovation is Everywhere\" href=\"http:\/\/www.www.innovationiseverywhere.com\/\" target=\"_blank\" rel=\"noopener\">Innovation is Everywhere<\/a> to <strong>make our own introspection<\/strong> on these multitude of insights and visions, with a huge <strong>thanks to both Matthew Dawes at MWA 2014 and Tomi Ahonen<\/strong> for delivering this gold matter.<\/p>\n<p>If you want to read more from Tomi Ahonen on mobile technologies, you can deep-dive into his free 500p <a title=\"Tomi Ahonen Insider&#039;s guide to mobile\" href=\"http:\/\/www.lulu.com\/shop\/tomi-t-ahonen\/insiders-guide-to-mobile-free-edition\/ebook\/product-20157379.html;jsessionid=368B0A39AF050A4BE331AAE13700B1A2\" target=\"_blank\" rel=\"noopener\">\u00ab\u00a0Insider&rsquo;s guide to mobile\u00a0\u00bb<\/a>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A special feature of Mobile West Africa 2014, the tech conference we covered in Lagos, was the workshop and keynote of Tomi Ahonen, widely recognised a top mobile thinker and strategist. I\u2019m always a bit suspicious of these titles of expert and the likes, but I must acknowledge Tomi has delivered an amazing vision on [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":1522,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[53,49],"tags":[124,106,160,79,161,162,137,163,164],"class_list":["post-391","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-academic","category-innovators-category","tag-advertising","tag-augmented-reality","tag-marketing","tag-mobile","tag-smartphones","tag-smartwatches","tag-south-africa","tag-south-korea","tag-tablets"],"_links":{"self":[{"href":"https:\/\/innovationiseverywhere.com\/fr\/wp-json\/wp\/v2\/posts\/391","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/innovationiseverywhere.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/innovationiseverywhere.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/innovationiseverywhere.com\/fr\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/innovationiseverywhere.com\/fr\/wp-json\/wp\/v2\/comments?post=391"}],"version-history":[{"count":0,"href":"https:\/\/innovationiseverywhere.com\/fr\/wp-json\/wp\/v2\/posts\/391\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/innovationiseverywhere.com\/fr\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/innovationiseverywhere.com\/fr\/wp-json\/wp\/v2\/media?parent=391"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/innovationiseverywhere.com\/fr\/wp-json\/wp\/v2\/categories?post=391"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/innovationiseverywhere.com\/fr\/wp-json\/wp\/v2\/tags?post=391"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}