Bored with
Web 2.0 already? Welcome to mobile 2.0. A new study from Yankee Group proclaims the start of a new era in mobile technology defined by dynamic pricing for usage, the spread of applications and easier
integration of networks, devices and apps.
Just as changes in technology and consumer behavior ushered in a new phase of Internet development, so similar shifts are leading to a new era in
the evolution of mobile. But instead of factors like open source software, RSS feeds, and user-generated content, it will be characterized by "smarter pipes" and device proliferation.
These
smart wireless networks will be able to dynamically vary pricing in response to changes in supply and demand to encourage more sensible usage. This approach, striking a balance between all-you-can-eat
plans and metered per-bit pricing, will in turn lead to a wider variety of devices from e-readers to netbooks to GPS devices.
Mobile applications will continue to flourish as well as
functionality improves and the ability of developers to power in-app transactions makes it possible for users to upgrade from free "lite" versions of programs to full, paid ones.
Last, the
jumbled assortment of wireless networks and operating systems will become more streamlined and customized. "If Web 2.0 as about participation, Mobile 2.0 is about intuition-integrating networks,
devices and applications so the experience a consumers gets is exactly what he or she wants," read the Yankee report authored by senior analyst Christopher Collins. That part sounds especially
aspirational. Most users today would just be happy with a decent voice and Web connection on their cell phone.
For wireless operators, the changes mean they should be more open to a wider
range of pricing models and work more closely with phone makers to make a broader array of devices available. Recent examples in that vein include Verizon's collaboration with Amazon on the Kindle and
AT&T's with Barnes & Noble on the rival Nook e-reader.
For developers, it means embracing the "freemium" model to build a business around apps. Yankee predicts Apple's recent decision to
enable e-commerce in iPhone apps will "spark a sea change" in the viability of that business method.