Tag Archives: predictions

Metia/Seattle’s Andrew Martin Lays Out 2012’s Mobile Trends And Predictions

imageMetia/Seattle’s Andrew Martin, takes a look at the shifts and changes we’re likely to see in the connected devices marketplace in 2012 in his insightful peek into the future. Checkout  Andrew’s list of mobile trends and predictions – see if you agree.

1. Not everyone has a smartphone

a. India, China, Latin America, Middle America – Metropolitan marketers could easily believe that smartphones and iPads are in the hands of everyone on the planet. At best, the majority of consumers are still using feature phones. The future of media will require adapting not just to emerging technology, but to emerging markets. Their needs are different, and you cannot market to them in the same way that you would to metropolitan areas in industrialized countries.

b. SMS still has a higher and faster response rate than email to mobile devices.

2. Mobile websites vs. Mobile applications

a. The line between apps and websites will continue to blur. Users care less and less whether something is an app or a mobile web – they just want content.

b. The technology that brands use to drive their mobile offering needs to be compatible for both experiences. If you can only do one, default to mobile web.

c. Users will decreasingly store app information separately from web information. There will be a drive toward consolidated access points.

3. Platform Fragmentation

a. Brands need to (and are) get(ting) better at addressing the demand for well-branded mobile experiences.

b. With several platforms available, brands have to jump through different development, design, and release hoops for each one.  Smartphones have finally been around long enough that some best practices are taking shape and brands are able to address customer demand better and faster.

c. Fragmentation is increasingly important. 3 years ago there was only iPhone, and now there is also Windows Phone and Android plus multiple tablets, multiple form factors, and different user behaviors regionally. Mobile devices have lost their novelty and are embedded in users’ daily habits – even true in regions that do not have smartphones.

4. Impact of Tablets on mobile

a. Tablets have proven to be extremely easy to use and adopt, as demonstrated by the volume of young children who play with them (did you see the viral video of the toddler who thought that a magazine was a broken iPad?).

The impact of this is that children are being trained to use and understand Natural User Interface (NUI, i.e. touch, gesture, and voice navigation) from a very early age. This will lead to increased adoption and understanding of NUI best practices by this generation.

The current generation of designers and developers were trained in a keyboard and mouse world and must adapt to a touch and gesture world… the latest generation of technology users won’t have any transition or learning curve – they will have a more ingrained understanding of NUI.

5. Mixing brands – client brands blend with platform branding (ex. the AmazonFresh iPhone experience vs. the AmazonFresh WP experience)

a. Having an app is no longer a differentiator – it has to be well branded because competitors have apps too

b. App marketing – it’s not just about creating an application – it’s about creating an application that is unique to the brand.  The UX is an expression of the brand.  This is different than it was a year ago because brands are getting better and smarter at it. Developers are getting better at mobile so they are doing a better job of representing brands on mobile. Best practices finally exist.

6. The trend of location-based marketing & apps

a. Mobile devices make location-based marketing possible.

b. Location-based promotions will be increasingly integrated into marketing programs.

c. Purely location-based social apps like Foursquare will struggle because other platforms like Facebook are integrating location-based features that make location-based apps obsolete.

7. Privacy

a. People will keep talking about it but not doing anything about it.

b. Individual corporate privacy policies are going to involve a cycle of announcing the policy, dealing with fallout, and proceeding once people have moved on. Facebook has demonstrated this repeatedly.

c. People talk about privacy like it’s a hot button, but they are actually very comfortable releasing confidential information (look at how many people broadcast their vacation plans to potential house thieves via twitter).

d. The federal government is finally taking action against abusers of email privacy and spam laws – it took a while. But there will be a trend where the government will take a more active role in pursuing personal privacy issues.

e. Because mobile applications tend to use personal information, this will be a growing issue for mobile application developers to consider.

About Metia:

Digital marketing leader Metia/Seattle is the North American headquarters of global agency Metia Group, headquartered in London with additional offices in New York and Singapore. As digital craftsmen, Metia/Seattle blends a deep understanding of technology with strategy, creative, content, analytics and optimization.

Their results-focused digital marketing solutions are used by brands including Microsoft and AT&T in websites, email, social, digital applications and other online communication programs.

Visit www.Metia.com and www.twitter.com/metiasea

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Filed under Connected Devices, Guest Writers, Mobile Applications, Opinion

PandLabs 2011 Security Trends Predictions

imageEvery year, I hold on to the belief that we’ve seen the worst that cyber-criminals can throw at us – so I’m always hopeful, that the outlook for the coming year might offer some improvement. As the years go by, inevitably it seems, my hopes have been dashed.

The Internet, despite its promises (many of which have come to pass, admittedly), has become a cesspool of cyber criminals (who continue to belittle us), scam and fraud artists, and worse. A cesspool that reeks of tainted search engine results, malware infected legitimate websites, drive-by downloads and bogus security software. And now it seems, we’re approaching the point where anarchy might well begin to rule the Internet.

The recent WikiLeaks kafuffle, with its counter play DDoS attacks pitting supporters against non-supporters, is a singular indication of how quickly the Internet can devolve into anarchy. No matter the views one may hold politically, with respect to the WikiLeaks disclosures, the use of hacktivism as a political tool is a worrisome trend.

PandaLabs, in its just released predictions covering the top security trends for 2011, is predicting an increase in the type of hacktivism the WikiLeaks conflict has pushed into the spotlight. Moreover, PandaLabs report paints a dismal picture of how the Internet threat landscape is likely to shift and change, in the coming year

According to PandaLabs, in addition to a new focus on hacktivism and cyber-war; more profit-oriented malware; social media; social engineering and malicious codes with the ability to adapt to avoid detection will be the main threats in the coming year.

Report highlights:

Continued growth of new strains of malware creation

2010 marked a turning point in the cyber war, and PandaLabs expects more of the same in 2011

Cyber-protests, or hacktivism (e.g. Anonymous), are all the rage and will continue to grow in frequency

Social engineering will increase as cyber criminals increasingly use social platforms to launch distributed attacks

Windows 7 users will become a significant target for malware in 2011

Mobile security will be a top concern for Android users

As tablets gain market share, so will their appeal to be targeted by cyber criminals

As the market share of Mac users continues to grow, so will the number of threats

HTML5 will be the perfect target since a security hole can be exploited regardless of the browser

Highly dynamic and encrypted threats are expected to increase, given the financial incentive for information on the black market

Being aware of the shape of the Internet landscape, and the changes that are occurring, or may occur in that landscape, now, more than ever, is a necessity – a prerequisite to protecting yourself and your computer from cybercriminal attack. Forewarned is forearmed, needs to be your guiding light – appropriate knowledge will act as your shield.

About PandaLabs:

Since 1990, PandaLabs, Panda Security’s malware research laboratory, has been working to detect and classify malware in order to protect consumers and companies against new Internet threats.

To do so, PandaLabs uses Collective Intelligence, a cloud-based proprietary system that leverages the knowledge gathered from Panda’s user community to automatically detect, analyze and classify the more than 63,000 new malware strains that appear every day.

This automated malware classification is complemented through the work of an international team with researchers specialized each in a specific type of malware (viruses, worms, Trojans, spyware and other attacks) to provide global coverage.

Get more information about PandaLabs and subscribe to its blog news feed here.

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Filed under cybercrime, Don't Get Scammed, Don't Get Hacked, Internet Safety, Internet Security Alerts, Malware Reports, Online Safety, Panda Security, PandaLabs, Reports, Windows Tips and Tools

rPath’s Jake Sorofman Crystal Balls The Cloud In 2011

Guest writer Jake Sorofman, chief marketing officer for rPath, rubs his crystal ball and surveys the IT landscape for the coming year – with a particular focus on the cloud.

Catch a glimpse of the 2011  cloud computing environment – see if you agree with Jake’s crystal ball view of what’s in store in 2011  for cloud computing enthusiasts.

imagePublishing end-of-year predictions has become de rigueur for anyone with an opinion and a blogging platform. Few of these predictions are founded in any scientific analysis with any degree of statistical confidence. They’re raw, intuitive reflection, expression and judgment based on unique experience and points of view.

But as we’ve learned in the age of social everything, there’s wisdom in the crowds. So, as my contribution to the crowd, here are my IT predictions for 2011:

1. Private cloud proliferates – The second half of 2010 was all about the private cloud. The rise of the public cloud brought new clarity and focus for the CIO, who recognized that, without a transformation in its delivery models, IT organizations would be disrupted and perhaps disintermediated by the speed, flexibility and economy of public cloud services. In 2011, we’ll see widespread investment in private cloud projects, as IT leadership defines the reference architecture for next-generation IT delivery models.

2. Public cloud thrives – At the same time, we’ll see continued growth—explosive growth—in public cloud services, where affinity will continue to bind to small and mid-sized businesses and non-production enterprise workloads. We’ll also see more evidence of rogue workloads leaking to the public cloud outside of the reach of corporate policies. This will motivate IT leadership to define governance models for controlled usage of public cloud services.

3. Hybrid cloud emerges – Definition of such governance models will enable enterprise IT to begin experimenting with hybrid cloud models. Initially, this will look like a simple stratification of deployment environments based on lifecycle stage—for example, dev and test workloads only in public cloud. But such early experimentation will enable IT leaders to define the reference architecture for the dynamic data center of the future, where workloads can move fluidly between deployment environments. By enabling application portability, workloads become a liquid commodity and a marketplace emerges. IT can dynamically retarget workloads based on optimizations for price, policy or performance, and they achieve true leverage over service providers.

4. Ecosystem rules – And speaking of leverage … fear of leverage lost through expanding hegemony of virtualization and cloud infrastructure providers (read: VMware) will conspire with frustration over the pace of innovation—giving rise to a new class of smaller, independent providers that become important vendors in their own rights. Best of breed tools will become integrated ecosystem-led solutions that represent a foundation for making this transformation to delivering IT as a service.

5. Power is redistributed – IT leverage over service providers means better cost-economies and more innovation, as software and service providers are forced to differentiate and add deeper, more sustainable value to IT customers. This will fuel the transformation of IT delivery models as enabling technologies mature and cost is driven down. For providers, it will lead to new niche markets and specialized domains (think: industry-specific clouds, for example) as a basis for sustaining unique advantage under the threat of commoditization. We’ll see early signs of this dynamic in 2011, but it will take several years for it to fully manifest.

6. New models for IT leadership – New architectures that enable dynamic workload portability will change the ideals of the CIO from operationally focused to sourcing and portfolio focused. We’ll see some old-line CIOs cycle out in the face of change. And we’ll see new stars born on the basis of a new vision for IT, inspired—and not threatened—by the rise of public cloud services. The successful among them will find ways to define the “to-be” IT delivery model, while also looking after “as-is” realities. New expectations for IT will lead to new expectations for IT leadership to guide us through what is going to be a mandatory transformation.

So, that’s it: my predictions for 2011. Take them for what they’re worth—which is to say, take them in the context of other predictions. Then draw your own conclusions.

That’s how we all get closer to the truth.

Jake Sorofman is chief marketing officer for rPath, an innovator in automating system deployment and maintenance across physical, virtual and cloud environments. Learn more about rPath here.

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Filed under Cloud Computing, Guest Writers, Interconnectivity, Networking, Opinion