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MWC: A Trends Perspective

Dr W indsor Holden, Head of Forecast ing & Consul tancy

Jun iper Research

www.juniperresearch.com 1 © Juniper Research Limited

#10: Deep Linking to Become Standard Across Apps

• From a marketing perspective, indexed apps mean higher app

engagement, with less needed to be spent on app promotion.

• From a user perspective, deep linking offers native app integration

with the Web, with the possibility of apps being able to offer search

results from other apps.

• This, coupled with contextual awareness, presents developers with

the opportunity to present a greatly enhanced user experience

o Android is leading in terms of web integration, with Google

aggressively pushing app indexing

o iOS 8 relaxing the rules where apps are no longer

absolutely isolated from one another.

• Juniper Research expects Apple to push to retain OS parity in

following iOS releases, assuming its tightly controlled app security

model can be maintained

Source: Juniper Research


#9: Location Based Services Move Indoors

• Where previously Wi-Fi was the primary enabler to position a mobile

device indoors, its inability to calculate elevation, coupled with

errors introduced through signal noise has meant that using Wi-Fi

alone indoors was frequently not accurate enough

• However, with Bluetooth Low Energy Beacons now increasing in

number, these can combine with Wi-Fi Access Points while using

the device-embedded MEMS sensors to provide accurate location

indoors

• Juniper Research expects the low-power MEMS sensors to provide

the primary source of movement data through dead-reckoning, with

Wi-Fi and Bluetooth Beacons facilitating the “snap-to” to correct drift

errors.

• This fusion will open the door for new marketing opportunities.

Source: Techtimes.com


#8: Budget Phablets, Smartphones Go Global

• While phablet gaming and multimedia consumption has been a

feature of emerging markets in the past year, the release of the

iPhone 6 Plus will spur new developments in the phablet category

for mature markets as well.

• With current trends indicating tablets’ primary use is for concurrent media

consumption, the expansion of phablets will encourage these functionalities further to consumers that will up-trade to phablets as their primary devices, without requiring a tablet device.

• However, with price as a key driver in Asian electronics markets,

these will not be premium phablets for sale, with more growth

expected in the lower end of the market.

• This will become more important in developed markets too as

smartphone and tablet functionality continues to commoditise.

• However, as smartphones in particular continue to be seen as

status symbols, positioning will continue to be premium for many

vendors.

Source: techrumblr.com


#7: Consumers Take Control of their Own (Digital) Health

• With data sharing health and fitness platforms now available from

several mobile vendors (notably Apple Health, Google Fit and

Microsoft Health), consumers can now take charge of their own

digital health management and biometric records like never before.

• Juniper Research expects this trend to boom in 2015 as it becomes

standard in new devices launched by the top 3 mobile vendors.

• This will, however, take place mostly in the spaces where regulation

is not necessary. This is because the precise limits of the medical

use of data generated by mobile devices have not yet been defined

well enough to integrate them into existing medical practices.

• In addition, where new devices are being used (such as wearables), it will

take time for them to achieve full medical certification.

• However, in areas where consumers hold sway over their own healthcare, from biometric tracking to diabetes management, the tools will be used with greater and greater frequency.

Source: phonearena.com


#6: Attack of the Drones

• Civilian drone usage ramping up in sectors such as construction,

film-making, farming and conservation, allied to burgeoning hobbyist

sector

• Price point of higher-end drones (eg Parrot and DJI Phantom) has

fallen to around $400-$500, with mini-drones available for around

$100

• The two leading drone companies realised a combined $180 million

in sales in 2013, a figure expected to exceed $500 million in 2014

and $1 billion in 2015

• Amazon and Google both seeking to utilise drones for retail

distribution

o Amazon is ramping up its UK drone activities and is

conducting FAA-approved trials in the US.

o Google has confirmed that its Project Wing trials in Australia

are looking into the same arena.

• However, significant regulatory hurdles to be overcome before the

various aviation authorities will permit commercial launch,.

Source: Boston Magazine


#5: Leading Retailers to Facilitate Cryptocurrency Payment

• An array of high profile brands now engaging with Bitcoin and other

cryptocurrencies.

o PayPal “testing the waters” after it began allowing US

merchants selling digital goods to accept bitcoin through

PayPal Payments Hub,

o Rumours that Facebook will introduce bitcoin support into its

forthcoming P2P Messenger Payments service (albeit not at

launch).

• First online retailers have begun facilitating bitcoin payment,

including Dell, Newegg and Showroomprive.com, while the travel

firm Expedia is also poised to offer the facility.

• We believe that this trend will increasingly extend into physical retail

during 2015, with a number of high-profile retail stores, hotels and

restaurants allowing consumers to pay via cryptocurrency by the

end of the year. Source: bitcoin.it


#4: All About the Data!

• Trend amongst operators away from the monetisation of circuit

switched voice and towards the data bundle.

o A small number of operators – such as Tele2 in Sweden – are now

offering voice services free of charge with data bundles, while in the US both Verizon and AT&T have placed the emphasis on data-driven account value.

o As 4G coverage increases in other developed markets, we

expected to see a paradigm shift in operator pricing, with the

core focus on data bundled with an array of services,

including VoIP, third-party messaging and selected content.

• This shift will contribute to the era of streaming music services that

will, in Western markets, become the de facto method of music

consumption; the digital download market will begin its collapse as

the choice becomes digital streaming vs physical purchase

Source: appadvice.com


#3: 2015 – The Year of NFC (At Last!)

• For several years now, NFC has been “the next big thing” in

payments. Finally, it may now be in a position to justify the hype.

• Notwithstanding the continuing reluctance of a number of US

retailers to engage with NFC, we believe that the combination of

Apple Pay and HCE should provide substantial impetus for NFC

payments.

• Apple Pay’s combination of proximity and remote purchase

capability should mean that usage of one cross-promotes the other.

Meanwhile, the arrival of a model whereby the secure element no

longer resides on the SIM card but instead is remote to the handset

removes the necessity for MNO involvement, making NFC more

attractive to banks.

• In the US, Tim Cook has already confirmed that more than 1 million

credit cards were activated on Apple Pay within three days of its

going live in the US; in Europe, the first banks have now launched

commercial HCE-based NFC services.

• The initial omens are good – expect to see substantial consumer

adoption by the end of 2015.

Source: pcworld.com


#2: Wrist Wearables Smarten Up, and Know Their Limits

• While smart watches have now arrived in terms of the main players

and device capabilities, they have yet to endear themselves to most

consumers.

o Releases by big-name brands such as Apple and HP will

increase this in the coming year, as well as a series of

smaller releases by less-known players such as Pebble and

Kairos.

• What these devices all have in common is an awareness of fashion

and an effort is being made by all vendors to make the devices

aesthetically pleasing. We can expect the range of aesthetics

driving these devices to increase in the 2015, as other

manufacturers release multiple form factors for these watches.

• Several vendors are providing notification, fitness tracking and other

more established functions in their devices, rather than pushing the

limits of the form factor. Several vendors from both the smart watch

and fitness tracking markets are moving towards these functionality,

and we expect more devices to be released by more vendors

showing these capabilities across 2015.

Source: techinasia.com


#1: Securing Your Data: Encryption, Tokenisation,

Biometrics • In the wake of a number of high profile security breaches, cloud

service providers need to regain trust (at both enterprise &

consumer level).

• There is citizen demand to regain some control over personal

information; although society is digitally engrained, there has been

significant media coverage of security and privacy fails in 2014.

• We expect to see an increasing array of companies investing in

tokenisation solutions as a means of reducing the risk of data loss

or theft.

• Biometrics - In mobile, the combination of Apple Pay with Touch ID

is perhaps the most high-profile example, but we envisage that

markets where the mobile device is already used for personal

authentication) will rapidly incorporate biometrics as an additional

factor.

• Publicising the extent of service security will be key to service

takeup, usage and customer retention

Source: securosis.com

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