The four-day GSMA Mobile World Congress 2010 in Barcelona has been successful in showcasing opportunities for the mobile industry. We are beginning to see a paradigm shift in the way consumers are using a mobile device. It is moving beyond basic functionalities and becoming a lifestyle device.
Therefore, going forward, the attempt is to make the mobile phone a one-point access for both basic and social activities. For instance, one of the focus points this year has been to integrate all social media under one platform and simplify the user interface.
The Windows 7 Series, Samsung BADA Platform and Moto Blur launches have taken a direction, which offers an experience-based solution to the consumer.
Connectivity is also playing a key role in shaping the future of the mobile industry. Real-time information and analytics, coupled with strong networks, create utility-based services for consumers. These developments are avenues for mHealth and mEducation, which will be some of the key growth areas in the future.
'Context' is also being added to basic search-based functions by using analytics. Existing features of the device - such as GPS, voice-based telephony and in-built cameras - are used to bring in context.
The rise of the applications market has been the biggest development for the mobile industry. The focus on creating ubiquitous services has been instrumental in evolving the app economy into a successful business model.
Due to this growth, applications are beginning to dictate the vision for the mobile ecosystem, which includes telecom operators, content providers and original equipment manufacturers.
A much tighter integration between application developers and service providers will ensure greater consumer experience and the next one and a half years will be an interesting phase for this industry.
Focus on devices
Moving from applications, the conversation this year has also shifted from content and returned to devices. Content, in its basic form, will lose relevance unless content companies adapt it to a suitable device platform.
Consumers in emerging economies, according to an Accenture report, are twice as likely to spend on smarter devices as consumers in developed countries. Devices in the form of tablets and smartphones are marking the start of a new era that will reshape the way we look at mobiles.
This development is set to change the way, perhaps, the entire eco-system works. This eco-system comprises content providers, application developers and operators alike. With players like Motorola, Samsung and Microsoft creating various platforms at multiple price-points, the product is now more accessible to any consumer.
Video consumption is also emerging as a solid trend in mobile entertainment. Therefore, one can see continuous improvement in technology to ensure that streaming and live content is more enjoyable.
To summarise, it is experience, functionality, relevance and, above all, connectivity that will define the way for the mobile industry in the year 2010.
The author is managing director and CEO of Hungama Mobile & Chairman of MEF Asia Board
