Mystic MIG reveals mobile predictions for 2010

This might be a vote, to enter a competition, provide feedback or simply to respond to a marketing promotional message. The 'white space' that is left on any return message represents a significant opportunity for advertisers to introduce further marketing messages to this process.

What is more, as a pure-play advertising surface it gives service providers the opportunity to deliver the interaction as ad-funded, ie, with no or minimal costs to the consumer.

2. M-Commerce and Micro Payments

2010 will be a defining year for m-commerce with the evolution of smartphones and the ever increasing number of alternative payments methods available to consumers.

The ability to pay via your mobile phone bill still remains one of the least resistant and highly desirable ways of micro payments for goods and services by consumers.

MIT will continue to drive the use of mobile phones as a payment solution throughout 2010, focusing on new and traditional vertical markets.

3. Return of SMS Voting to P-TV

Mobile donation mechanics have proven extremely popular in 2009, with Comic Relief ‘Red Nose Day’ raising £7.8M and Children in Need raising £1.75M via mobile – clearly demonstrating a huge appetite for mobile interactivity for mass participation events.

For 2010 MIG is determined to work across the industry to deliver SMS Voting to our TV screens.  The return of SMS voting will enable viewers to participate and interact with their favourite TV shows in a manner that is secure and has consumer confidence at its heart.

4. The year of Google Android

There are now 20,000 Android applications and this figure is set to grow in step with Android based smartphone penetration. For developers there are fewer constraints than with Apple's app store and the submission process is more simple.

This will have a 'pull' effect on consumer take up and, as with iPhone, deliver great marketing opportunities for the direct-to-consumer market.

5. Augmented Reality

Augmented Reality, which may have seemed like a niche and rather geeky technology when it first appeared, is set to gain ground rapidly in 2010.

Firstly, it makes sense from a consumer point of view – finding things through your view-finder adds a layer of navigation on to the location already offered by Google Maps.

When you add in the relative ease of inserting your own layer into the platform, and the commercialisation that is possible via the search model, it gives reasons for brands to enter the space.

In addition, handset manufacturers such as Samsung are providing considerable support in terms of above-the-line promotion, handset homepage placement, and doing deals with brands to be part of the campaigns.

6. Mobile Internet

There are many catalysts for growth and increased mobile internet usage, namely the launch of smartphone devices and flat rate data charges from global MNO’s which enable ‘all you can eat’ media consumption for hungry consumers on the move.

In 2010 brands will be more willing to experiment with mobile to interact with consumers at a time that is convenient to them, whilst also providing interactive, memorable and engaging experiences to consumers.

Plus with thousands of different devices, it’s important that a brand’s mobile site renders correctly and maximises the device’s core functionality such as store location using GPS on iPhones and more.

7. Mobile Coupons

Brands and other core components in the value chain want mass market mobile coupons to happen, and with one very well known major multiple is rumoured to have gone through a massive scanner and EPoS upgrade, it looks like loyalty programmes could be launching onto the mobile platform in 2010.

This means consumers would access their loyalty points via an application on their mobile device. Industry rumour also has it that in the coming months, a restaurant chain will be launching mobile coupons with a mobile network operator.  Coca Cola and Lucozade have already realised great success with mobile coupons.  Watch this space...

8. Smartphone Growth

Increased adoption and use of smarthphone devices will lead more and more consumers to access the internet spontaneously, whenever they want to, wherever they are.

The growth of smartphones has already started a trend for developers to create mobile web experiences using HTML5 and this will continue throughout 2010 so that consumers will benefit from a rich mobile web optimised experience.  

9. Monetisation of Social Media

Social media has been one of the great success stories of 2009 with mobile offering various options for users to interact with their favourite social media platforms, the adoption of social media services via mobile will continue to grow throughout 2010.

Moreover, mobile offers social media providers various channels through which to monetise their services such as messaging and white space advertising (see above).

New channels for monetisation will be introduced throughout 2010, making it the year of social media and mobile.   

10. Rich Media Ad Formats

4th Screen Advertising is pioneering in developing new rich media ad formats to help brands engage with their target audience.

Following the launch of the iSlide this year – with Barclaycard - the new expandable ad format works on a multitude of smartphone devices, delivers innovative and creative advertising experiences, integrates with components such as maps to find your nearest, to video to enable more creative advertising, and was designed to target tech savvy mobile internet browsers.

There will be more new formats announced in 2010 incorporating ‘Dynamic Feed’ and ‘SMS Ad Network’.

That's MIG's views, but what do you think? Post a comment with your thoughts on their predictions - or your own that they've missed out.