In a season where every second tweet and Google+ post is a look back or forward at the “mobile” year, it is sometimes difficult to navigate all the insights. Just Google “Mobile Top 10 . . .” and you will find every blogger, publication, and pundit providing their vision of what is news worthy, trend worthy or simply rankable in mobile.
The proliferation of mobile “Top 10s” is a good thing. It is proof of all the many verticals areas that mobile has intersected. Health, IT, Gaming, Banking, Retail, Social, Payment, Fraud, Security, Privacy, Patent trolling . . . all now have some form of a top 10 mobile list.
The explosion of Mobile Top Ten list show both how disruptive mobile has become and also (it would seem) what a massive audience it commands. Top 10 related news headlines seem to drive more hits and be retweeted more than other items.
(Twitter even tweets it top 10 most retweeted tweets. Number two being @LilTunechi Lil Wayne WEEZY F“aaaaaaahhhhhhmmmmm baaaaakkkkkkkkkk” . The 2011 top of the top 10 retweets was by Wendy’s restaurants “RT for a good cause. Each retweet sends 50c to help kids in foster care. #TreatItFwd.” Wendy’s raise $1.8 million!)
We seem to all need, what Perry Hoekstra in his blog calls an “Obligatory 2011 Top Ten Mobile Story List”. I presume it helps us simplify this expanding, complex world of mobile. If we can prioritize importance and cut off the discussion at ten, the list can help us make sense of mobile.
Lists also keep us honest. We never are right on half our predictions. Remember our 2010 trends and forecasts? They are out there in the blogosphere for all those with 20/20 hindsight to chuckle. In December 2010, we all had an opinion on HP webOS-powered tablet plans ― that never happened. And where on the list was Google’s purchase of Motorola (ostensibly as fodder for their IP wars against Apple)? Miss that one.
But the biggest problem with these lists is their length. In the wasteland of eggnog and turkey dinners, I ask, where are the mobile CliffsNotes? Where is the super-list? Where is the list of lists?
Steve Yankovich, head of mobile for eBay tells us that the mobile consumer’s attention span is roughly 15 seconds (nose-to-phone). eBay designs its mobile pages for the dwell time at an elevator or the time idling at the red light. Perhaps (in the spirit of mobile efficiency) we better design our year-end prognostications for this small attention-deficit window.
For this new year, I add to the litany of lists my retrospect and forecast of mobile (but in 100 words or less.)
- All screens called MOBILE
- Facebook timeline set it back in history
- Google+ builds circle-of-trust
- Apple continued to make data a freecommodity
- Amazon PriceCheck “proconsumer” in-store
- 90% of M-PURCHASES on Apple devices
- Amazon cloud disrupts the MALL
- Consumer data became jewel-in-the-crown
- CarrierIQ poster-child of privacy angst
- NFC Wallet traded press NOT payment
- NFC proximity marketing NOT proximity payment (yet)
- X9 (ISO) delivers mobile security recommendations
- Apple says I DO to NFC
- RIM exits stage right
- Cloud checkout is optimized & mainstream
- Super APP = HTML5 browser
- Focus on prepaid market services
- LTE networks and spectrum become big issues
- M-PRIVACY hype continues
- Microsoft & Nokia enter stage left
Gary Schwartz is the author of The Impulse Economy and can be followed on twitter @impulseeconomy and blog at www.theimpulseeconomy.com.