This emerged, inter alia, from the study entitled TMT Predictions 2012, which publishes, for the eleventh consecutive year, the Deloitte and provides for increased sales of smartphones, the restriction of the provision of unlimited internet use, the ability to watch TV, even on the go, the dominance of online advertising, as well as the increased demand for new technological products.
This study analyzes the trends in the fields of Technology, Media and Telecommunications, for the next 12-18 months, while it is emphasized that the current year seems to be a transitional stage, with several innovations, which would be useful to try to follow. businesses in the area to develop further.
Top trends in the Telecommunications sector in 2012:
• Sales of low-cost "smartphones" (up to $ 100) reach, for the first time, 500 million units.
More than 500 million low-cost smartphones (smartphones, sold for less than $ 100) will be in use by the end of 2012, as demand for devices with some of the functions of a computer continues to grow.
As it is pointed out, consumers seem to want to replace the models of mobile phones, which had, only some basic functions, without being so demanding, that they demand what the most advanced (high-end) devices offer.
• NFC (Near Field Communication) technology and mobile devices.
Mobile phones with NFC technology are expected to reach 300 million by the end of 2013.
NFC - transfer of small amounts of data over a very short distance - is dominated by the so-called wave & pay, ie the integration of a credit card in the mobile phone, which provides the ability to pay bills and more.
• Web Bybass: Data transfer, without internet connection.
This technology has been used in the past with other formats, such as infrared and bluetooth and is now being revived with the "Web Bybass" method, which provides the ability to transfer data without the need for an Internet connection. .
In 2012, about 1% of all wireless data will be transferred between devices, bypassing the internet, which is twice as much as in 2011.
• The end of the provision of unlimited internet use.
Deloitte predicts that in 2012, hundreds of millions of internet users should start tracking the data count they download as providers begin reviewing their unlimited internet offer.
• Many applications, few downloads.
The number of available applications is expected to increase by about 2 million in 2012. However, the percentage of those for which consumers pay remains small.
Top trends in the field of SMEs in 2012:
• Targeted TV ads lose their purpose.
According to the research, the technology is constantly improving, which will allow the creation of advertisements, which will target only certain TV sets and computers, based on characteristics such as the income or the age of the viewer.
However, these ads will represent a very small percentage of the total advertising market, as the investment required for their development remains prohibitive. Even the development of focused on-demand video advertising, which is the most prolific part of this type of campaign, is problematic, as overall tracking remains low.
• The TV program dominates.
• Ability to watch TV on the go, thanks to the DVR (Digital Video Recorder).
• A new era for online advertising.
The advertising market is expected to expand in all sectors, in 2012, but mainly, the space of online advertising will surpass in growth rate the traditional ways of advertising. While the advertising sector will grow by 5% worldwide, online advertising will increase by 50%, reaching a turnover of $ 20 billion, as businesses seek to turn to the "digital world" for their advertising.
• Increasing profits from social games.
Social games are electronic games, played through the internet. Deloitte predicts that in 2012, revenue growth in the social games industry will be limited to no more than 20%, when, in the period 2008-2010, these revenues had increased twentyfold.
This slowdown in growth may lead social game developers to start experimenting with their business models.
The transition to a model, which will contain more advertising, is possible and at least some companies in the area will start charging the user, from the moment he starts playing.
• Discount coupons, via internet: From innovation they have changed to "celebrity" and now to an important but specialized market.
Deloitte estimates that in 2012, internationally, the number of people who will register to receive, via email, a newsletter with promotional coupons is expected to decrease. Similarly, the estimate for the number of companies acting as intermediaries (companies that collect discounts from retailers and send them via email).
Although buying coupons online is relatively new, it may have already reached maturity. The rapid development of the industry means that hundreds (out of thousands) of market players are likely to be lost, without this meaning that new companies will not enter the field, especially in emerging markets.
Deloitte analysis of the top trends in the field of Technology, in 2012
• Consumer demand for technology defies financial adversity.
It is noted that in 2012, the demand for technology will increase with record sales of smartphones and tablets and increase sales of all types of laptops.
• Tablet owners will also purchase a second device.
About 5 million tablets will be sold, in 2012, to people who already own one, leading to revenue of $ 2 billion.
• Development of big data projects.
In 2009, total profits from big data projects reached just $ 100 million.
However, in 2012, the scenario is expected to change, as 90% of companies included in the "Fortune 500" list, intend to take the initiative to invest in such programs, which are expected to generate revenue for its IT industry. $ 1-1,5 billion.
• Hard times for hard drive: the emergence of a new way of storing data.
• XNUMXD printer: Small growth margins.
The ability to "download" designs for anything imagined and create the product on the spot will become, in the coming years, a viable practice in various niche markets, such as, for example, biomedicine and power tools for industrial use.
Source: KATHIMERINI with information from ΑΠΕ-ΜΠΕ