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5 Mobile Predictions in 2012 : RIM, A Flash In The Pan

2011 will be remembered as one of the most dramatic years in the technology industry. There have been some serious power shifts and significant advances such as the monumental rise of Android, ousting of Leo Apotheker from HP, the marriage of Nokia and Microsoft, Google's purchase of Motorola and the unveiling of Windows 8. More significantly though, the tragic passing of Steve Jobs gave us all a moment to reflect on how intrinsic these devices have become for society and our lives.

2011 has also seen the battle of the mobile OS heat up. We have seen the re-emergence and move into open source of WebOS, of the unification of Android with Ice Cream Sandwich, Windows Phone launching Mango, BlackBerry announcing their next-generation OS and Apple launching iOS5. To gain an insight into what 2012 holds for these mobile platforms, I spoke to Gemma Ravensdale, our Planning Director, to find out what the coming year might bring.

1.Native apps will continue to offer the premium user interface, whilst web will improve for the mass market

"Where HTML5 and other web based properties are improving all the time, we will see an increase in responsive design supporting multi-platform accessibility. However, this demands compromise so the best user experiences will still be found within native applications. For premium usability among the leading platforms, native will be where the lions share of optimised development continues over the coming year."

2. Increased adoption of Bring Your Own Device (BYOD) alongside the decline of BlackBerry

"2011 has seen a huge increase in the consumerisation of IT, thanks in large part to the popularity of the iPhone, iPad and Android devices. This has also been bought about by the waning popularity of BlackBerry as a work device - a situation that has only increased since the communication outages earlier in the year. In the coming year, it is expected that IT departments will increase their support for employees to bring their own devices, whilst also introducing new applications that bring efficiencies and connectivity for

3. More Apple & Android devices in the enterprise (due to consumer prevalence, improvements in security and price per handset)

"Apple has been establishing itself as an enterprise favourite over the past few years thanks to an increasing range of enterprise functions and security features. Apple's slick dominance of the tablet market is likely to remain in corporate worlds, whilst rugged tablets running on Android will increasingly emerge in more industrial settings. In the coming year, we expect that Apple's rise in the enterprise market will start to be matched by Android, reflecting the trends we have seen in the consumer space this year. Google has introduced an increasing amount of security measures to protect data stored on devices, with some of the Motorola devices offering a popular transition for BlackBerry fans. This opens up the opportunities for the next generation of enterprise apps and moves more of us towards the possibility of a post-PC environment."

4. Mobile Device Management (MDM) will become more prevalent among large enterprises

"Mobile Device Management holds a key role in both securing and enabling mobile devices in the workplace. Enterprise app stores are supporting controlled distribution of apps, while MDM providers offer the ability to authorise access, restrict certain functions, track devices and also remotely wipe content. This offers a huge benefit, allowing businesses to protect potentially sensitive information and recover lost devices. We anticipate that this will become commonplace among smartphones, tablets and mobile connected laptops also."

5. Mobile roadmaps to include utilitarian solutions alongside rich, interactive marketing tactics

"Mobile roadmaps will continue to evolve, with connected devices playing a role across a range of utilitarian functions. Mobile is the preferred consumer channel so marketers will continue to explore its rich capabilities. However, there will be a steady increase in purposeful solutions as opposed to short-term gimmicks. Simple tools, dashboards & wizards will support day-to-day tasks, supporting self-service when and where it suits the user. We expect 2012 to be the year that mobile data really demonstrates the ROI for loyalty, efficiency & satisfaction."