iPhone 5: Not meeting expectations, but will it matter?

If it ain’t broke, don’t fix it

Iphone 5-Sean MacEnteeBy Marlène Sellebråten

No LTE for Swedish users – at least not from start – and no support for Near Field Communication, NFC: These were the main new features we had been hoping – but not counting on – Apple would be presenting as it released the iPhone 5 yesterday. Lacking Apple’s support for Swedish LTE could mean operators may choose to roll out LTE in the 1,800 MHz band, a band that is indeed supported by Apple. New licensing rules coming into effect in January 2013 make this possible, as Swedish trade newsletter Telekom Online underlined today. As for Apple’s not supporting NFC, it may well impact the take-up of NFC itself, rather than damage Apple, at least in the short run.

No local language support for Siri in additional markets and hence no new local language content and search is another area in which we were hoping – not expecting – Apple would make an effort. Sweden is a small country but this did not prevent Google from deploying Voice Search in Swedish a few weeks ago after all, putting some hard work taking into account 51 regional dialects.

An additional set of features Apple presented had a catch-up, not to say me-too, feel: chrome-like improvements to web browsing, a wider screen – aren’t large screens Samsung’s trademark by the way? – And if we choose to be mean, new colourful iPods looking pretty much like Nokia’s Lumia line, and Spotify-like iTunes features.

This is the third time in a row that Apple fails to live up to the – somehow unrealistic –expectations of delivering something really ground-breaking, as revolutionary as the first iPhone or the first iPad. But two major paradigm-changing products in six years and a total of 400 million iOS devices sold is not a bad performance after all.

To sum it up: major ground-breaking innovation, not so much. But technical and design improvements sufficient for Apple to repeat its earlier commercial successes? Most probably yes. Here are some of the features that could do the trick: a slightly different-looking phone, thinner and lighter with a larger and nicer screen, better noise cancellation, a better camera with interesting features such as panorama view and picture taking during video recording, LTE support in additional countries, Facetime over wireless (will operators  let this happen?) and faster wifi.

Then there is the eco-system lock-in of course. Although iPhone owners typically spend more money on app purchase than Android users, the lock-in mechanism is similar; a user that spends time and money pimping its phone with applications is de facto making an investment and therefore less likely to move to another operative system where it will have to not only start afresh, but will face problems with porting some of their content. On that point, placing iCloud at the heart of iOS devices, is yet another powerful way for Apple to keep device owners in a closed Apple loop. Some would argue lock-in is a bad thing, but to manufacturers, telcos, app developers and not least consumers, it provides some pertinent benefits in the shape of device and application upgrades, loyalty, mobile plan renewals, and a sense of safety – Maslow’s hierarchy of needs is still relevant after all.

Then there is the most overlooked yet central “feature” Apple did deliver yesterday, in line with expectations: a definite release date and a price. This is were Apple – and for that matter Samsung too – is superior to its competitors, in particular Nokia and RIM. They present products that are ready to be mass produced and sold when the customer’s attention is at its highest. Nevermind how great other handsets are and there are plenty of great handsets on the market – Nokia’s Windows Phone 7 devices fitting into that category – if they fail to hit the shelves, at the right time and at the right price, with support from distribution channels, it will not matter.

In the long run, Samsung – and possibly Nokia if the vendor gets distribution right for its WP8 Lumia line – may benefit from Apple’s coming short of market expectations. But in the short run, it will most probably not hamper the iPhone 5’s chances of becoming a top selling handset. Apple’s next device will however have to bring more innovation and possibly a new design to the table to ensure the vendor stays relevant. Meeting sky-high expectations is getting tougher and tougher though, as competitors are now done with catching up with Apple and instead pack their handsets with consumer-appealing innovation and design. Surfing highest on the Android wave, Samsung also got the marketing and distribution right. The expectations it must meet may also be easier to manage: keep doing what you are doing because it is working.

Chronicle of a death foretold: the Swedish SMS market

Myths and reality
By Marlène Sellebråten

At Close to Market Analytics, the year starts in August because it is in this glorious summer month the company was founded a year ago, almost to the day. August is also that time of the year when entries to the World Communications Awards, WCA, are ready to be analysed. As a WCA judge, my lips are naturally sealed on entry content. But sit tight: the winners will be announced on 13 November. Let us instead take a look at two projects we recently carried out, the non-NDA work we indeed can talk about.

The Swedish sms market: myths and reality

Our in-house research on the Swedish messaging market shows that the growth rate of the Swedish sms market has continued to slow down over the past year, as end-users increasingly turned to over-the-top instant messaging services. Saying sms is dead is however premature and we anticipate a continued slow decline of sms volumes – and prices – over the next two years, as the ubiquity, interoperability and reliability of the service keep it going as the default messaging tool. Telekomyheterna, one of Sweden’s leading trade newsletters, published a detailed preview version of this research in July. You can download it free of charge here. The research is based on interviews with key players, an analysis of sms data for the past 10 years as well as instant messaging app download data for the past year (analysing download estimates from Xyo Mobile App Search).

Android users are the largest consumers of IM apps – that is downloads, not usage – with an estimated share of 64 percent of all IM app downloads, our research shows. Furthermore, the dominating IM players in Sweden – Facebook, Skype, Viber, WhatsApp, Fring – have been consolidating their lead over challenger IM apps, growing at a faster rate than their competitors, and that from an already larger user-base. Our analysis of IM app download estimates shows that the top ten IM apps accounted for over 83 percent of all IM app downloads as of end of April, to be compared with about 71 percent for the global top 10 IM apps. Should this trend continue and the IM market hence become less fragmented, we can expect European regulators to start looking into these services in much the same way as traditional telecom operator services, possibly even reviewing their current position on net neutrality.

The slow decline of sms, a traditional telecom operator’s cash cow, and the rapid rise of over-the-top IM services, presents traditional players and challengers alike with a large set of threats and opportunities. Our research highlights a number of tactical short-term and strategic long-term options in order to align business models to this new competitive landscape, including pricing and partnering options. We also argue that there is a case for mobile broadband offerings at a guaranteed quality and with differentiated prices – that bit pipe business model telecom operators are not at all keen on. The research also looks at the pros and cons with rolling out RCS, yet another alternative that some major European telecom operators, including Telefonica, Vodafone, Orange, Deutsche Telekom, have heralded as the solution to halt the decline of sms and win back end-users from IM services. In Sweden, only the incumbent Telia appears to want to push it right now – although we are still waiting with a launch date after plans were announced earlier on this year. As RCS’ success is heavily dependent on a ubiquitous deployment in all networks, making it as universal a service as sms, the lack of interest by other Swedish players makes the future of RCS in Sweden look rather bleak at this point in time.

Beyond Siri: the next frontier in user interfaces

This contract research, published by market analysis and strategy firm Vision Mobile in June (available as a free download here), dives into the fast-paced voice-activated mobile virtual assistant market. As lead researcher and author of the report, we looked into the potential disruption brought about by speech-based user interfaces as they spread to all types of connected devices. The research analyses the various business models for virtual assistants, and the impact of VA on ad-based business models and, not least, on search. Developers, speech recognition and artificial intelligence vendors, telecom operators and handset manufacturers are all working on it. Recent announcements by Apple on improvements to Siri, how AT&T has been pushing its speech API within its developer program or Nuance’s launch of Nina, a VA app for mobile customer service apps, are further proof of the high activity level in the VA space.

Welcome back to work!


MWC 2012 or how the mobile industry manages disruption

By Marlène Sellebråten

This year’s Mobile World Congress – with record attendance – was a very good indicator of the changes the mobile industry has been going through in the past few years. Not least those originally brought about by Apple. That network infrastructure, including cellular networks, has gone all IP is the true disruptor of traditional telcos’ business models, bringing data hungry applications in the palm of everyone’s hand. And the mobile web was unsurprisingly very central to services and devices presented at Mobile World Congress in Barcelona this year, even more so than in previous years.

 But where was Apple, when over 67,000 mobile industry people gathered in Barcelona last week then? Ironically, nowhere to be seen. Just as last year.

Well, Apple did not create the mobile web after all, and they were a no show in Barcelona, so why talk about them here then? Simply because Apple succeeded in placing this disruptive technology in a disrupting business model, which empowered end-users, enabled other disruptors to come to the front and ultimately gave the mobile web its original mass market appeal.

25 billion app downloads and over 500,000 direct and indirect job creations later (This is Apple alone!), and parts of the “traditional” mobile industry are still struggling to figure out how to deal with this disruption. Be it OEMs trying to take (back) the lead or operators painfully acknowledging that their business model must adapt to the mobile web. We will see tomorrow, as Apple runs an event of its own, if the company succeeds in keeping the momentum at last year’s high. For sure, Apple’s absence from Mobile World Congress – and its timely announcement of its own event during Eric Schmidt’s keynote – made the company all the more present in Barcelona.

In the meantime, web players such as Facebook and Google where the ones taking centre stage at Mobile World Congress. Not only physically, they were also top of mind when it came to a vast number of topics: Mobile data explosion, video traffic, mobile operating systems, the social web, Big Data and analytics, location-based services, not to forget user data and targeted advertising. Two companies, which only a few years back, were nowhere near the mobile industry, are now at its very heart. And we bet that within five years, keynotes will be delivered by yet another round of new disruptors taking the mobile and social web to the next level. Some of which we may even have met at MWC this year!

Foursquare CEO Dennis Crowley, HTC CEO Peter Chou and Nokia CEO Stephen Elop

Here are the key topics, which kept Close to Market busy in Barcelona. Stay tuned for more detailed posts on each and one of these!

Mobile OS: It ain’t over till the fat lady sings
Boasting 850,000 device activations per day at the end of February, Android seems unstoppable. But other players have not said their last word. Nokia, also en force in Barcelona, announced it had lowered the price point for producing Windows Phone devices, giving it a better shot at targeting migration from feature phone and going head-on against Android phones at lower price levels. Let us not forget this is where the mass market is! Nokia’s Windows Phone strategy has also started to bear fruits: In February, Nokia was for example back in Swedish Telia’s top 10 selling smartphone list, after eight months of absence. In Finland, Nokia’s Lumia topped Elisa’s smartphone sales in February. We also take a closer look at efforts by Facebook, Mozilla/Telefonica and WAC focusing on HTML5 application development and distribution. Much talk about HTML5, not so much traction yet, but given support and distribution, this may be about to change. 

Mobile data: OTT broke our business model
The “Google/Apple/Facebook broke my business model” talk is not new, but it was still going strong in Barcelona as a few prominent telco CEOs once again stated that OTT players – in particular in the video and tv space – must not only share the opportunities, but also the risks. Read: chip in and participate in network investments. Answering a question from his keynote audience about this very topic, Google’s chairman Eric Schmidt made it very clear that what a player like Google brings to the table is web services that stimulate mobile data growth. Mobile data traffic is where telcos need to look at in order to grow their revenue and recoup their costs.

Google's chairman Eric Schmidt delivering a keynote

We look at how mobile operators positioned themselves towards OTT in Barcelona, from blocking of and charging for OTT services to embracing an OTT friendly approach. We also look into more ”operator friendly” OTT players, which terminate call and messaging traffic in operators’ infrastructure. And then there is RCS of course: Is it viable and if so how, or is it too little too late?

Offload and migration to faster cellular technology a necessity
One topic buzzing all over Mobile World Congress was the need for offloading data from cellular networks onto other types of infrastructure, in particular wifi, and the increasingly pressing need to migrate to more advanced, faster technology, in particular 4G/LTE, but also IMS. Regarding offload, operators often have no visibility over what end-users offload, where they offload, and whether it is secure. But no matter whether telcos are supportive of offloading, end-users will find a way to do it, be it to gain higher access speeds, reduce data costs, and not least reduce roaming charges. We look at how telcos’ wants and end-users’ needs can be reconciled.

Mobile money: Battle of the ecosystems – which place for the end-user?
Having been a judge for the World Communications Awards in the past four years, I have had the privilege to look into many innovative mobile money services in developing countries. Services we could only dream of in our developed markets. To put it simply: in countries where the payment infrastructure is lacking, operators, merchants, employers and people must find a way to move money between one another. And they do find a way to do it. In developed markets, the question of mobile money has more to do with established players not loosing out because of new technology, as much as about what we can replace the existing payment system with. Nothing gets done, at least not quickly, because telcos, banks, card issuers and merchants all have different views about how to do it, who should own the system and who should profit from it. We look at the various value propositions presented at MWC. Few of them had the end-user at heart, which in our view is the most important success factor.

Get in touch with us for more information about how these topics affect your business. Use the comment box or send us a mail: marlene@closetomarket.com

Facebook’s 3 monetizing challenges: Payments, mobile and non-US users

As Facebook is gearing up for its USD 5 billion Initial Public Offering, IPO, the release of its prospectus at the end of last week made for an interesting read. While the social network’s revenue and income growth path since its launch in 2004 is commendable (check it out here), here are three major challenges – and just as many opportunities – which Facebook has yet to address:

  • Diversify revenue within the payment segment
  • Monetize mobile products
  • Increase revenue per user outside the US

Challenges are opportunities: For Facebook, just as much as for its competitors, telcos and new entrants. Opportunities to grow, to compete and to collaborate.

Challenge 1: Diversify and grow payment revenue
Almost all revenue within the Facebook’s payment business comes from Zynga

Payment revenue grew 425% in 2011, ad revenue 69%

Source: Facebook, Close to Market Analytics








Just as the US generates much more revenue than other regions – with 56 percent of total revenue of USD 3.7 billion – one customer, also based in the US, weighs a lot heavier than any others within Facebook’s payment segment: Zynga. The social gaming company actually brings Facebook close to all of its revenue within the fast-growing segment, and as much as 12 percent of the social network’s total revenue, with about USD 445 million, in 2011.

Putting things in perspective, payment revenue accounted only for 2 percent of Facebook’s total revenue at the end of December 2009, against 98 percent for advertising. At the end of December 2011, payments generated 15 percent of Facebook’s total revenue, having increased by 425 percent in 2011! In comparison, advertising revenue grew 69 percent.

This is partly how Facebook did it. Since May 2010, Facebook has been taking 30 percent of the value of every purchase in Zynga’s games on Facebook. This fee agreement will expire in May 2015 though.  Besides this deal, Facebook made the use of Facebook Payments mandatory in July 2011. The payment platform had by then already gained adoption and started to generate significant revenue.

The growth pace of Zynga’s revenue on Facebook has been slowing down over the past two years however, but its importance to Facebook has on the contrary been increasing, from less than 10 percent in both 2009 and 2010 to 12 percent in 2011. Bear in mind Zynga also spends ad money on Facebook.

A challenge for Facebook is to demonstrate that it can continue to grow within that segment beyond Zynga. Adding new payment methods, as the company is planning to do, may be one of the ways to do just that.

Challenge 2: Monetize mobile products
Facebook generates close to no revenue from mobile products

Monthly active users, MAUs, and revenue, 31 Dec 2011

Source: Facebook, Close to Market Analytics








Facebook said it before and states it again: Mobile products are a strategic priority. Yet, the social network must prove it can make money out of that channel. The situation with mobile is similar to that of Pages; both products are user and engagement magnets, but when used as substitutes rather than complements to Facebook’s ad bearing channels, they are a no money game.

Not only has Facebook usage via mobile products increased, accessing the social network that way has been a major contributor to higher user engagement. At the end of 2011, 425 million users were using Facebook’s mobile products, that is over half of the total user base. But again, as Facebook does not display ads in that channel, it makes close to no money there.

Facebook plans to address this gap and monetize its mobile products for instance by including sponsored stories in users’ mobile news feeds. It is said to be launching such a solution in March. In its IPO prospectus, Facebook also makes it clear it wants to ”be the fastest and most reliable way for users to communicate through” e-mail, chat and text messaging.

Facebook was able to increase its price per ad thanks to its efforts in terms of increasing relevance. There is no reason why Facebook should fail in monetizing mobile products. It could be a tough nut to crack though, as competition within mobile advertising is popping up everywhere, in all shapes and forms.

Challenge 3: Increase revenue per user outside the US
US revenue per user over five times higher than in other markets

Besides mobile, Facebook has done a remarkable job with growing revenue, revenue per user and engagement. The pace of user and revenue growth rate has of course been gradually slowing down over the years, as the social network has reached a critical mass in many markets.

Average revenue per user, Dec. 2011

Source: Facebook, Socialbakers, Close to Market Analytics








But there are more markets to be addressed, in particular in Asia, South America, India and less penetrated European markets such as Germany. Taking a closer look at Facebook’s business across various regions makes yet another challenge obvious: Facebook users outside of the US generate less money than US users.

Indeed, 56 percent of Facebook’s total revenue of USD 3.7 billion for financial year 2011 was generated within the US alone, while the region only accounts for 19 percent of Facebook’s total user base. This means that revenue per user in the US is more than five times higher than revenue per user outside the US, or 12.8 USD against 2.4 USD. The average revenue per user for Facebook’s total user base increased by 35 percent to 4.39 USD between 2010 and 2011. Other major revenue driving regions are Western Europe, Canada and Australia.

What does this all mean?

It means that, although Facebook has grown at an incredible path and has had a huge impact on the social web, it also face challenges. Challenges which are just as many opportunities, not only for Facebook itself, but for all other players wanting to get a piece of the pie.

Want to know more? Get in touch with us!
marlene@closetomarket.com or +46 702 955 551




Gear up for continued transformation in 2012

Telco Insight 
by Priya Sawhney

Apple, Facebook and 21 December 2012. These are the three things that will get special attention from me this year. What do they have in common? They are all about transformation.

There is no arguing that the iPhone has raised mobile phones to an entirely new level of personal interaction. Simultaneously, speedier access through 3G and 4G networks has made spending time with your smartphone a fun thing to do.  Then came the iPad… Add virtual communities and instant collaboration enabled by Twitter, Facebook and Google and you get a networked, layered culture where information is delivered through multiple channels, quickly disseminated… and quickly redundant.

800 million worldwide had Facebook at the end of December 2011 

800 million worldwide had Facebook at the end of December 2011

Data source: Internet World Stats, Socialbakers

The select “connected” individuals’ behaviours are fundamentally changing: they are individuals who think differently, process information differently and interact and communicate with others in new ways. Their resources increase through tapping into the social and collaborative nature of man.

Regardless of which job they have, those who master these new behaviours will have an immense advantage over all others. Here are some of the changes they will bring about:

  • Death of traditional hierarchies and hierarchy-driven cultures and economies.
  • Growth of demand for holistic thinkers and people who thrive in fuzzy gray workzones rather than black and white line organizations.
  • Growth of a new kind of complexity in information management where the winners will be the gestalt thinkers – holistic, intuitive and perceptive.

To us in the communications business, it means that we should gear up for continued transformation in people, business and our industry. These connected people are blazing the path for a changed information society, with:

  • More socially aware and linked “global” citizens
  • Work in networks rather than linear structures
  • Information search and buying behavior changing from traditional web browsing to purchase using peer group recommendation on social networks
  • Visual, capable and speedy individuals

And these are some of the things it entails for our industry:

  • Increased focus on big data
  • Need to provide multiple platforms across multiple access forms as media consumption becomes device agnostic
  • Give the people what they want: freedom of choice.  Due to their emotional and intuitive approach to end-users, Apple and Google – and for that matter Samsung – stay the People’s Choice in 2012. They continue to gain ground against older monopolistic PC/OS suppliers.
  • And of course – security, privacy, mobile data growth, mobile device management (Check out Priya’s take on consumerisation in the workplace here).

What about 21.12.2012 then?

The Mayans predicted a major reorientation of life around this date. There are those who treat this to mean doomsday, those who predict environmental or planetary disasters, those who see this as societal transformation and those who do not believe in this prophecy in any way.  If it turns out that 21.12.2012 is about transformation and change for the better, then I am willing to wager that always connected smartphones and social media will help make this happen.

But let us remember that this transformation is far from uniform. Facebook’s rapidly increasing global penetration (See graph 1 on Facebook) shows the growth of a digital planet, a parallel world that is just a few clicks away. Yet a digital planet only accessible – and accessed – by some segments in human society.  And the speed of spread of this change is incredible. A new kind of survival of the fittest.


Facebook set to transform the mobile app economy

By Marlène Sellebråten & Katarina Chowra

Fresh rumours of a Facebook phone, codenamed Buffy – the Android and Apple slayer? – have resurfaced. Taiwanese cellphone maker HTC is said to be the vendor chosen to build the mobile device, according to AllthingsD. However, according to the news outlet, Facebook is not only talking to HTC but also to Samsung, the world’s largest smartphone vendor as of Q3 2011.

The extension of the Facebook Platform to mobile back in October – with or without the rumoured smartphone, for that matter – marks an escalation in Facebook’s ambitions in the mobile space. And by mobile space, we mean apps, search, digital advertisement and not least online payments. Facebook’s mobile platform supports iOS, Android and HTML5-based web apps. It also extends Facebook Credits, Facebook’s own payment system, to the mobile web. Let us keep in mind that Facebook today has got about 800 million users worldwide, of which 350 millions are accessing the social network via their mobile devices.

In our view, Facebook’s heavy backing of HTML5 is one of the most interesting news in the mobile web space this year.

There is today no established distribution channel for web applications, only keyword search. With its huge global user base, Facebook is indeed well positioned to become that marketplace. Distribution is the key success factor for HTML5.

The rumoured Buffy phone confirms where Facebook is headed. The application platform the phone is said to be supporting is ”a modified version of Android that Facebook has tweaked heavily to deeply integrate its services, as well as to support HTML5 as a platform for applications”, writes AllthingsD, citing sources familiar with the project.

The magic world here is not so much Android – although it is indeed relevant – as HTML5.

Developing a phone around Android would allow Facebook to deepen its mobile relationship with a fast growing number of end-users. But by going all-in on HTML5, Facebook would reach out to multiple OS and handsets. Support to the existing mobile OS is nevertheless crucial. Indeed, technically, HTML5 does not yet offer all the functionalities and advantages of native applications. In particular, native applications can take advantage of handset hardware in a way HTML5 as of today fails to replicate. Developers we talked to believe it will take a long time for HTML5 to become the dominant mobile platform. In our view, the support of players such as Facebook, Microsoft and even Spotify, will accelerate the take-off of HTML5.

Google’s acquisition of Motorola Mobility Services back in August (you can read Close to Market Analytics’ take on this here), Android’s extraordinary growth and Google’s launch of social network Google+, could potentially leave Facebook hung out to dry, with no control over either handset or platform integration and development. Let us also remember that Apple integrated Twitter in its newest handset – the iPhone 4S – not Facebook. Having said that, rather than an aggressive forward-looking strategy, Google’s and Apple’s actions in the social web space look more like defensive moves against the ever more almighty player: Facebook.

That Google, also a supporter of HTML5, is not pushing harder on the standard is somehow surprising. HTML5 should be their ultimate dream for all mobile services – since it supports their ad business. For Apple, who also supports HTML5, it is a different story altogether. Promoting anything else than native apps, at least at this point in time, would be like shooting themselves in the foot. The vendor has even been accused by developers of purposefully slowing down web applications. And last we checked, a mere 1 700 web apps were available from Apple’s web app store. Quite understandably, look not for the App Store’s blockbuster apps there.

Facebook’s developing a phone, and an app marketplace, has to do with keeping control and leveraging ad and search to a massive user database, while undercutting the current market leaders. Device market dynamics also show the growth and profit margin being higher with an end-to-end streamlined solution. By pushing a web based application platform and reducing vendor dependency, Facebook could even provide telcos with a helping hand. Although these may have to adapt by offering their subscriber base a premium mobile Internet experience, and possibly accept to become ”bit pipe providers de luxe” going forward, at least in the consumer space. As far as our discussions with telcos go, the prospect of yet another apps platform is however met with pragmatism, not to say skepticism.

Now one last thing: The very fact that a Facebook phone makes sense, does not mean that such a move will be a successful one for the social network leader. A seamless Facebook integration in a smartphone, coupled with a guaranteed high quality mobile broadband plan is, in our view, what many consumers are waiting for. Considering how Android took off out of nowhere, it feels like whoever gets this seamless integration right will manage to surf on that wave. For Facebook itself, the stakes are higher though: establishing itself as the mobile application platform of choice. An application platform with a strong focus on HTML5, and support for existing platforms Android, iOS and Windows Phone.

Marlène Sellebråten, Close to Market Analytics
In collaboration with
Katarina Chowra, Mobile Marta

Get in touch with the authors

Marlène Sellebråten, Close to Market Analytics
+46 702 955 551

Katarina Chowra, Mobile Marta


Telco Insight: Consumerisation in the workplace

Enterprise ICT: What to expect by 2014 
By Priya Sawhney

I have been tracking developments within the mobile operating system (OS) market with growing intensity over the past months. But more interesting than vendors’ changing fate on the smartphone market, it is the very fact that corporate end-users have so widely adopted them that has disrupted the whole enterprise ict space. There is enterprise ICT before smartphones and enterprise ICT after smartphones.

In just 24 months, smartphones – especially from nontraditional players – in combination with social media and mobile data pricing, have turned traditional workplace ICT practices upside down. And started a perfect storm of consumerisation in the workplace.

Many companies are focused on millennials, targeting a generation born in the last 20 years. All of us in the 20 to 55 age group that use Twitter, Facebook and check in on our smartphone wherever we are, we are more youthful than ever before, mentally, intellectually and in our aspirations. In a sense, we are all millennials.

This change in behavior requires that companies in mature ICT markets get ready for some more changes ahead. Below are some of the trends I see becoming mainstream in the coming 24-36 months.

  • Device agnosticism

The days of IT choosing preferred mobile devices in the workplace are ending. Security policies and mobile policies will be ubiquitous – and an eclectic mix of smartphones and tablets in the digital workplace will be the rule rather than the exception. PCs still rule, but Mac lovers get increasingly rebellious…

Device management will become a standard feature in IT departments.

  • Transparency and integrity

The blurring of boundaries between private and public life continues to increase as social media lowers barriers. People – and companies – are increasingly forced to be authentic and consistent across private and public messages.

  • Demand for constant high quality connectivity

People are always online, privately or for business. A plethora of connected personal mobile devices opens opportunities for companies who can guarantee high speed, high quality secure access to personalized services anytime, anywhere.

A personal reflection in conclusion:

The last 24 months have changed our ways of behaving, moving communications out of the physical sphere into a digital virtual world that has data instantly in our hands. Whatever the coming months and years will bring, it is going to be an amazing journey.