[2012 trends] Mobile - why, what and maybe

HTML5 is a relatively new programming language; it is very mobile-friendly. In 2011 the development of Operating System Applications (OS Apps) highlighted the different expectations of mobile and desktop surfers; mobi is not scaled-down web. But OS Apps are operating system-specific and therefore problematic.

I predict that HTML5 will make web-based mobi-apps, that behave like the current OS Apps, possible.

Research shows that 96% of text messages are opened within four minutes - but 85% of marketing emails are not viewed by the intended recipient (blocked or deleted). Opted-in SMS databases are platinum in the marketing alloy blend and will trend in 2012.

Quick response (QR) codes and Microsoft Tags are the product-code 'squares' being seen in the retail market at the moment. Once scanned, these 2D barcodes can open the phone's browser and display a webpage.

Microsoft has launched a 2D scanner to read all 2D barcodes; this will increase market acceptance.

The Holy Grail of marketing is to offer the right deal at the right time - but nothing beats offering in the right place! I believe location-based marketing will boom. Broadly there are two methods:

• Using the network operators to plot the position of a handset based on triangulation from the cellphone masts. This needs the enquirer to opt in to being located.
  
• Using the navigation software in smartphones to identify proximity to a point. This requires a smartphone and a downloaded app to interface with the navigation software.

And the maybes?

(This is the cool stuff coming...)

Location-based services (LBS) cannot give precise location information indoors; the network operators can identify that you are in a building but not which floor you are on. Navigation systems lose satellite reception indoors and cease to function.

Location positioning takes LBS 'underground'. Systems to operate inside malls, airports, trade fairs, hotels etc are being developed, which will allow for the distribution of specific offers based on exact indoor locations:

Systems have been developed that can recognise pre-programmed sound 'objects' and perform actions.

ABC developed an interesting iPad app that listens to TV shows and displays additional content on an iPad while you watch the show. The Greys Anatomy app is a great example:

It is possible to register images and then identify them when they are scanned with a smartphone loaded with the necessary software. The possibilities for marketing are obvious but the assistance this can give the visually challenged is truly humbling:

Google Goggles is Google's object recognition system which, as one would expect, adds information to object recognition:

Going a step further, a suitably armed smart phone can recognise an object and super-impose computer-generated information or graphics onto the screen, making the scene interactive and digitally manipulable - augmented reality.

Advertising application video:

Articulated naturality web (ANW) is AR on steroids and close to magic. Imagine pointing your phone at the sky to see the weather forecast appear on your screen, clouds and all!

Watch this:

Contact lens computing

My final trend for 2012 is that mobile multi-tasking will become completely seamless in our eyes... er, lives. Fully integrated mobile will be when your screen is a contact lens running ANW. Read this: and watch this.

Predictions in this industry are a fool's work, but if I'm right about one thing, it will be that there are exciting times ahead in mobile commerce, marketing, media and strategy.