Amidst the deluge of technology predictions for 2012, the industry’s crystal ball gazers at least agreed on one thing: that there would be rapid growth in the adoption of mobile internet.

As we enter the second quarter of the year, the evidence that they were right is compelling. The percentage of people accessing the internet via mobile has increased to 28 per cent, while the number of tablet sales is forecast to hit 118.9 million by the end of the year, almost double the amount sold in 2011.

As mobile internet usage rises, consumers are looking for a complete online experience on the go and mobile applications such as Facebook and Google maps have thrived, integrating the functionality they are used to online with the enhanced experience that mobility brings. Although consumer apps top the lists of best sellers, B2B businesses are getting in on the act too. A recent survey of 1000 UK and US executives, commissioned by Antenna software, found that 43 per cent are investing in the technology, with total investment in the UK and US set to almost double over the next 18 months.

At its most basic level, building an app enables customers to carry your product in their pocket or access your services anytime, anywhere. However, this is just the tip of the iceberg and, as adoption continues to grow and technology develops, new capabilities will undoubtedly be revealed. This is a field developing at runaway pace; businesses that forgo investing now may find themselves left far behind.

The same could be said for PR firms. From creating to promoting via the mobile web experience, there is plenty of room for imagination and ingenuity. UBM Electronic’s award winning All-Access Conference Pass application for the ARM TechCon not only enhanced the event experience but also helped attract attendees. The app served users at all three stages of their involvement with the show: preparation, on-site engagement, and after-event follow-ups and review.

Apps like this are leading the way not only for businesses but also for marketers, offering a fresh way to communicate with audiences, a new platform to host content and an exciting new tool that can be used to enhance brands. We at Aspectus can’t wait to see what the future holds.

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