There are exciting times ahead for mobile phones, according to the futurists. The next few years promise an abundance of opportunities for brands to get ever closer to consumers through their smart phones. The Futures Company sees the mobile device becoming a combination identity card, wallet and portal to resources stored in the cloud—all safe and secure because of facial recognition and voice control. McKinsey predicts that consumers will expect the data that they share on their mobile devices –networks, location, shopping preferences and much more—will translate into hyper- targeted, personalised experiences.
There’s only one problem with these exciting views of mobile’s evolution. Marketers are, unfortunately, barely managing to meet the needs of today’s consumer, never mind preparing for tomorrow’s. Read the rest on Campaign Asia.