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Manufacturing Indaba 2018

JWT's 10 Mobile Trends for 2014 and Beyond

Third annual report spotlighting key themes in mobile connectivity
JWT, one of the world's best-known marketing communications brands, explores how the world of mobile connectivity is evolving in its third annual report on trends in the mobile sphere.

10 Mobile Trends for 2014 and Beyond spotlights key themes that came out of this year's Mobile World Congress, Consumer Electronics Show and South by Southwest Interactive, and builds on trends spotlighted in earlier reports. "As we hurtle toward a world steeped in mobile technology, mobile is driving fundamental changes in the business landscape and in consumer behaviors and expectations," said JWTIntelligence editorial director Marian Berelowitz.

"Mobile technology is both rewiring consumers' mindsets and enabling goods, services and processes never before possible," said JWT trends strategist Will Palley. "These shifts, including the ever-expanding internet of things, will radically disrupt everyday life and provide compelling new opportunities for brands."

JWT's 10 Mobile Trends for 2014 and Beyond spotlights significant drivers and manifestations of these developments, and implications for brands. The report also incorporates insights from interviews with several mobile experts and influencers.

Executive summary:

1. Holistic connectivity is on the horizon

Integrated, holistic systems will start to link up devices, goods and services in the home, on the road and beyond so that each component works in lock step with the rest.

2. Wearables break out

Mobile is becoming a whole-body experience as wearable tech expands from Kickstarter projects to mass-market products from major brands. It's early days, however, and we'll likely see the devices, form factors and software evolve considerably before winning broad adoption.

3. Mobile is the prime screen

With people spending even more time reading and watching videos not only on tablets but on smartphones too, mobile has become the prime screen for content consumption.

4. Mobile changes how we socialise

Unique social tools for mobile are going well beyond what exists for the desktop, and people are spending even more time with them. Sharing and communicating can be ephemeral, visual, anonymous or passive; it may be public or, increasingly, private. And it's much more continuous, since mobile phones are always with us.

5. Shifting to visual

Mobile devices are helping to drive the shift to a more visual vocabulary and aesthetic, which minimises or even supplants the need for text.

6. Outsourcing to the machine

Mobile devices are helping us outsource ability, knowledge and effort-and as technology evolves, they will learn to anticipate needs as well, staying one step ahead of the user. Life is becoming more idiot-proof.

7. Privacy and security fears change the game

Rising consumer awareness of just how vulnerable digital data is to cybercriminals, government spying, corporate tracking and other prying eyes will push all players in the mobile sphere to make privacy and security a top priority. Everyone is now a data steward.

8. Raging against the machine

The infusion of screens into our lives is spurring fear and resentment, and some fretting about what's been lost in the embrace of digital devices. Our love affair with mobile devices is turning into a love-hate relationship.

9. Bringing mobile to many

As mobile brands look for new customers by making phones cheaper, lowering data costs and expanding Internet availability, the global population is steadily becoming connected-opening up a new channel for brands and a gateway to opportunity for underserved people.

10. Mobile disrupts everything

Mobile technology is both rewiring consumer behavior and enabling goods, services and processes never before possible. Legacy companies will have to take a critical look at their business model through a new lens and determine how to evolve if they are to keep up with innovators and with customers' changing habits.

Additional knowledge and research on includes recent trend reports on overriding themes from SXSW, opportunities for marketers in Brazil, BRIC Millennials and JWT's 10 Trends for 2014 and 100 Things to Watch in 2014.

About JWT

JWT is the world's best-known marketing communications brand that has been inventing pioneering ideas for the past 150 years. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge-from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. For more information, please visit and follow us @JWT_Worldwide.

About JWTIntelligence

JWTIntelligence is a center for provocative thinking that focuses on identifying shifts in the global zeitgeist. Its aim is to bring the outside in-to help inspire ideas beyond brand, category and consumer conventions-and to identify emerging opportunities so they can be leveraged for business gain. As a part of JWT, the world's best-known marketing communications brand, JWTIntelligence has conducted trends research and analysis across categories and geographies for nearly a decade. For more information, please visit and follow us @JWTIntelligence.

Candice Goodman
Although I totally agree with these trends for the developed markets, following trends in the US, Europe and Asia simply will not work when developing mobile strategies for African countries. When it comes to mobile technology, too many African companies have been missed by developed mobile trends. It’s important to consider factors such as the use of Smartphones, coverage, cost and availability of bandwidth and airtime in developed countries versus those in Africa. The majority of South Africans can only use basic functions on their mobile phones, like Voice, USSD, SMS and mobisites and few actually possess a Smartphone. So here are some tips for "Smart Marketing - without a Smartphone": ?i=161794&ai=111000
Posted on 18 May 2014 15:00