2. Top Ten Mobile Media Trends for 2011
1. M-Commerce achieves scale: Consumers will use their
mobile device on a substantial scale to engage with
retailers and brands for selecting purchases and
completing transactions.
2. Context over content: Through the increasing use of
enabling services (e.g. location & GPS), context will gain
significant importance in the race to offer highly
personalised services to drive long-term loyalty and user
engagement.
3. Top Ten Mobile Media Trends for 2011
3. Privacy & security: The use of personal information will
come under increasing scrutiny in North America and
Europe by law makers and regulators as consumer
concern and lack of clarity on the usage of personal data
grows.
4. In-app billing under threat: High profile cases of unclear
in-app billing and high consumer bills will lead to
government involvement and intervention, threatening the
‘freemium’ model in particular.
4. Top Ten Mobile Media Trends for 2011
5. Mobile social gaming will become the new dominant
platform for casual gamers.
6. Bandwidth issues continue: As network operators look to
build out increased capacity via LTE and 4G, the issue of
network congestion will remain in the spotlight, with performance
remaining a preoccupation for the entire mobile value chain. The
debate over who should foot the bill for the provision of content
will come to a head.
5. Top Ten Mobile Media Trends for 2011
7. Mobile vouchers and coupons which combine social
media, in-app billing and location based services will be the
biggest mobile commerce revenue source for 2011.
8. Consumers’ expectations of value for money will push
down pricing for all forms of mobile content and services,
but greater overall consumption will generate increasing
revenues.
6. Top Ten Mobile Media Trends for 2011
9. Multi-platform: 2011 will see the mobile connected
device become an integral element of the multi-platform
experience for all forms of content and services.
10. ‘Mobile First’ markets dominate: Mobile content and
services revenue in mobile first markets (where mobile
usage is higher than desktop internet adoption) will
exceed revenues in developed markets.
7. Top Ten Mobile Media Trends for 2011
The mobile media industry in 2010 once again proved itself to be a sector marked by sustained growth and innovation.
MEF’s 7th Business Confidence Index Report in association with KPMG revealed that the industry expects to grow by 23%
during 2011, demonstrating the continued robustness of this valuable segment of the mobile market.
Some of MEF’s accurate predictions for 2010 included: books emerging as a popular content category for smartphones;
challenges to the uncapped flat-rate data tariff model in the wake of increased mobile data usage; the rapid catch-up of
Android to challenge Apple in market share; and the spread of micro-payment for content access.
MEF’s previous success in anticipating, defining and addressing key industry issues, combined with its representation of a
diverse range of players from across the mobile ecosystem, place it in a strong position to forecast the top trends in mobile
media for 2011.
About MEF
The Mobile Entertainment Forum is the global trade body of the mobile media and entertainment industry. It represents the
leading companies throughout the entire mobile entertainment value chain, and works on behalf of its diverse membership
to facilitate industry growth, shape regulation and deliver competitive advantage to its members.
With global headquarters in London and operational chapters in Asia, EMEA, LATAM and North America, MEF is a
member network with a global reach, strong local representation and the ability to drive market change. Established in
2000, MEF provides a consistent and powerful voice for the foremost mobile media businesses and entrepreneurs. For
further information and a full list of members please visit: www.m-e-f.org
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