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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
www.juniperresearch.com 2 © Juniper Research Limited
#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
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#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
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#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
www.juniperresearch.com 5 © Juniper Research Limited
#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
www.juniperresearch.com 6 © Juniper Research Limited
#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
www.juniperresearch.com 7 © Juniper Research Limited
#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
www.juniperresearch.com 8 © Juniper Research Limited
#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
www.juniperresearch.com 9 © Juniper Research Limited
#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
www.juniperresearch.com 10 © Juniper Research Limited
#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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