The BIG App
Mobile websites are often only mobile-friendly versions of their respective online portal. Many brands are not fully utilising the mobile experience and with in-app web browsing rising this could this cause the death of the mobile web. By 2016, the mobile application industry will see a tremendous growth as the number of devices connected increases. The industry will grow as to keep up with the rapidly evolving technologies. 2015 saw native apps provide users with a better, more sophisticated and targeted experience and while still enabling them to move from window to window, truly enhancing the mobile experience. And while will all have our favourite apps, with approximately 35,000 apps globally that are truly successful, those big apps can continue to grow their communities by adding a riche experience with technology like WebRTC to drive further contextual, click to communicate interaction.
Customers at the forefront
For a long time customer services technology has seen little evolution. 2015 has seen the development of the use of rich messaging, video and click to communicate technology for business and customer interactions. However pushing past 2016, 2017 will see 100% customer-facing roles and 75% internally-facing roles become fully optimised for mobile-first consumption.
This evolution will be underpinned by technology like WebRTC, where we will see more instances of new digital banks and retail store where a user gets the full "human" interactive experience but via an app. Bringing the most appropriate agent and contextual information translates to a faster call resolution and personalized service for the user, without having to visit a physical branch or store.
Connectivity stays at the top
By 2020, an estimated 5 billion users will be connected to 5 devices each. This significant figure if it were to happen, must be supported by a platform that can maintain performance as well as a high standard of consumer experience4. Increased capacity will need to be provided through more flexible mobile broadband technologies as rich content explodes across mobile devices.
As "smart" users continues to increase, operators must continue developing their services, as maintaining a cellular platform of that size is extremely complex. The discussions around 5 and 6G as well as the services will be enhanced by key performance requirements such as virtually zero latency to support tactile Internet, M2M control, and augmented reality.
2016 will move as rapidly as 2015. Security will be a common point of discussion, connectivity and contextual communications will grow to be a main driver for organizations and their engagement with consumers and app and service development will grow rapidly along side cloud technology. Organizations looking to make their presence felt in 2016 will need to adopt platforms and solutions that keep up with their mobile ambitions, and align with that of the evolving digital lifestyle. They must look to offer aomni-channel mode of communication that can provide what consumers look for, safety, connectivity and efficiency.
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