Mobile Web

104 posts categorized

January 30, 2015

Is “Paidmium” Really the New Freemium?

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Mobile apps have been changing their business models right under our noses. The newest model is called “Paidmium,” which refers to a mobile app that one must purchase from iTunes or Google Play – immediately requiring the user to either spend more money on in-app purchases or perhaps look at ads within the application.

Yep, you read that right. First you pay for the app, and then you pay more.

The current debate in the mobile marketing sector is whether or not Paidmium is superior to the more common mobile business model, Freemium. The truth is, the mobile marketing crystal ball is still a bit murky, and it is hard to say which business model will come out on top.

Freemium is the tried and true way for app developers to make money. Programmers create an app, offering it free to potential customers in the marketplace. Then, once the customer begins to use the app and learn its value, in-app offers are made available for the customer to purchase at will. Whether they pay or not, they can still utilize the original app, but their access to some of the other features may be limited.

According to a study by App Annie and IDC, apps based on the Freemium business model dominated in 2013. What this means is that, by and large, mobile users downloaded more Freemium apps – and spent more money within them – than users spent on any other type of app (i.e. Paidmium, Paid apps, or apps with in-app advertising). For developers who want to make some money, Freemium appears to be the model of choice. 

Let’s change gears for a moment, though: suppose we consider the top fifty grossing apps for iPhones in the past year. Every single app was either a Paid app or a Paidmium app (save for two). That means that the biggest players in the business are charging for their apps to be downloaded in the first place. And perhaps you’ve guessed that top three highest grossing apps out of fifty were video game apps.

Mobile app gaming consumption may be the leader in time spent on mobile devices, but the success doesn’t stop there. In 2014, the mobile gaming app market was worth 17 billion dollars, and exactly half of the revenue from these games came from in-app purchases. When this kind of money is on the table, you can bet that a lot of developers are looking to get in on the Paidmium action. 

Only time will tell which way the app business model will go, and what will be the preferred choice for mobile marketing campaign managers. As of late, most developers certainly prefer the Freemium model for its simplicity coupled with a broad customer base. But the Paidmium model is gaining traction (particularly with gamers), and we’re bound to see more apps that flourish under the Paidmium model.

 

January 29, 2015

Behavioral Change Techniques Sorely Lacking in Most Fitness Apps

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Earlier this year, the American Journal of Preventative Medicine issued a report regarding the effectiveness of fitness applications. While their studies showed that apps provide much opportunity for social networking and feedback, most apps were seriously lacking in behavioral change techniques.

Behavioral change techniques, also known as BCTs, are techniques that directly help app users to modify their physical activity in significant ways. 

The study reviewed the 100 top-ranked physical activity apps and analyzed them for the existence of BCTs. Using a classification process according to 93 specific kinds of BCTs, the Journal reported that only 39 types of BCTs were present. On average, only six BCTs were present in any given app.

Now just about half of all American adults own a smartphone, and roughly half of those users access health information through their mobile phones. Also, about 50 percent of mobile users have at least one fitness app. These apps regularly provide certain types of BCTs: social support through online communities like Facebook, how to perform an exercise, exercise demonstrations and feedback, as well as information about others’ approval of a technique. While these are critical BCTs for self-improvement, the study found that most apps were lacking in the breadth of their BCTs.

Furthermore, the study found that app developers favored BCTs with a modest evidence base over others that had a more established effectiveness rate. David E. Conroy, PhD, the lead investigator, stated that “not all apps are created equal, and prospective users should consider their individual needs when selecting an app to increase physical activity.” In one example, he mentions that social media integration for providing social support is a very common BCT in apps, but he goes on to say that the BCT of active self-monitoring by users is much more effective in increasing activity.Perhaps the cause of the lack of self-monitoring BCTs is a result of development around mobile device capabilities. For example, accelerometers serve to passively monitor the movements of the mobile user, but they do not incite the user to participate in some form of exercise. Moreover, there is little evidence of retrospection or active self-reporting with these apps – BCTs that experts agree are most effective for changing behavioral activity.

The American Journal of Preventative Medicine didn’t suggest that Americans eschew fitness apps; the study simply showed where these apps are lacking. The potential of fitness apps in our society should, in fact, be lauded. Most apps do have many benefits, and exercise BCTs will most likely help a sedentary person to get moving. Since insufficient physical activity is the second-leading preventable cause of death in the United States, Americans should take advantage of fitness apps that can help them to increase their daily activity.

January 28, 2015

Apps vs. Mobile Sites: Which is Best for Your Business

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If you’re a small business owner looking to develop your mobile marketing strategy, you might be wondering whether to engage the services of an app developer or optimize your website for mobile users. Both have distinct advantages depending on industry, audience and budget. The problem is, there’s so much conflicting advice out there, it can be tough to know which route to take. 

A 2013 Compuware survey found that 85% of consumers prefer apps to mobile websites. That’s a bit like saying diners prefer a steak to a burger. Sure, it’s more exclusive and tastier, but it’s also more expensive and not appropriate for every occasion. The proliferation of burger chains should tell you all you need to know: just because something’s ‘preferable’ doesn’t mean there isn’t a huge market for the alternative.

Deciding whether to opt for a mobile app or mobile friendly website depends on what mobile marketing tactics you plan to use, and how these feed into the rest of your strategy. Let’s hear the case for apps first:

Apps

The principal advantage of having your own mobile app is the ability to embrace the hardware and native functionality of the phone or tablet. Gyroscopes, GPS, speedometers, cameras - all these incredibly useful bits of technology are included in most modern mobile devices, and can be incorporated into the operation of your app.

Plus, apps don’t necessarily require an internet connection to run. Many apps are capable of storing data locally on the phone’s hard drive, enabling users to continue interacting with the app even when not connected to the web. Some news sites, for instance, will download all current content when there is a wifi connection, effectively storing that day’s events onto mobile devices. This content is what users will see until the app is able to reconnect.

Because of the high demand for developers, the available infrastructure and development tools are becoming increasingly sophisticated and user-friendly. The major operating systems offer a huge selection of frameworks - often free to use - for developers to get started.

Mobile Friendly Sites

It’s easier than it used to be to get your own app - but it’s still prohibitively expensive for many small businesses. The maintenance and development costs go up with every platform you want your app to work on. With a mobile-optimized website, there is only one version of the content you need to maintain. This makes managing your mobile marketing strategy a lot easier.

Your ultimate goal is to drive more traffic. In some cases, a mobile site will do this more effectively than an app. Think about whether you want to use mobile to open up new revenue streams or improve loyalty initiatives. Depending on your objectives, a cross-channel site may be more appropriate for you mobile marketing strategy.

January 26, 2015

What's With the Round Smartwatch Craze?

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Round smartwatches are increasingly popular, and new offerings are providing consumers with an array of fun and practical features, including those designed to keep users healthy and fit. Let’s check out some of the smartwatches on the market today, as well as those in the soon-to-be-released file: 

 

Alcatel Onetouch Watch

Available in March on Amazon, the Alcatel Onetouch Watch comes in four style options, two metal and two micro-textured resin. It supports both iOS and Android devices, which sets it apart from just about every other smartwatch currently manufactured. Controlled through a companion iOS or Android app, the watch makes it easy to a) view all the health information it’s collected about you, b) pick which apps you want to notify you, and c) manage the various ways the watch communicates with your phone.  

While watch reviews indicate the device does not provide as appealing an interface as other Android Wear options, it makes up for it in battery life. The Alcatel watch is designed to last for two to five days, under the right circumstances. Plus, health features include a built-in heart rate monitor, gyroscope, accelerometer, altimeter and e-compass to measure metrics such as sleep cycles, steps, distance and calories burned. It’s also possible to make the watch ring if you misplace your phone, while tapping the screen brings up multimedia controls. The USB charging port is conveniently hidden...and small. 

The Alcatel Ontouch Watch will feature an entry price of $149, making it less expensive than some of the other options currently available. 

 

LG G Watch R 

Arguably one of the most popular round smartwatches on the market today, the LG G Watch R is a stylish option featuring “Ok Google” voice commands with Android wear, the “world’s first” full-circle P-OLED display, and fitness integration that includes a built-in heart rate monitor. The watch is compatible with most devices housing an Android 4.3 or later operating system. 

 

Samsung Smartwatch

Samsung is set to unveil a smartwatch around the time it launches its latest Android offering, the Samsung Galaxy S6. A round watch believed to be similar to the Moto 360, the Samsung S6 is currently known as  “SM-R720,” and is referred to by the codename “Orbis.” It will run the technology giant’s own Tizen OS system, and the device is expected to make a huge splash at the Mobile World Congress this March. 

Any of these round smartwatches appeal to your sensibilities? 

 

January 22, 2015

The SMS Modification Craze

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Remember flying in the 80s? Long haul flights seemed to take days. There was only one movie and three screens in the entire cabin, so if you were wheezing a bit too much at Shanghai Surprise for the fifth time, everyone knew about it. To hear the audio you had to shell out $4 for those stethoscopic ‘headsets’ that were barely-glorified tin-cans-on-strings (no really, kids – they were nothing more than hollow tubes that plugged into two tiny speakers in the armrest). You could smoke.  

The funny thing was, nobody complained. It was as if flying through the air incredibly and winding up thousands of miles away in a few hours was enough for people. They didn’t need anything else. 

Like aviation in the 80s, SMS in the 90s was a primitive affair by today’s standards – if by ‘primitive’ you mean ‘the sudden ability to instantly transmit the written word to people around the world.’ 

For much of the 90s and 00s, text messaging was impressive enough to flourish without extra bells and whistles. Rapid advances in technology allied with free market forces soon put paid to that. These days, the new normal is modified, souped up, pimped out text messages adorned with fancy new skins and non-QWERTY keyboards capable of sending anything from emojis to rap lyrics.  

It should be noted at this point that SMS is SMS; the protocol hasn’t changed a jot in twenty years, only the window dressing. In many cases, ‘SMS modification’ really means ‘SMS replacement’ in the form of messaging apps. The appeal of these apps lies largely in their ability to provide users with a bespoke messaging experience.

Among the most popular of these is Chomp SMS, an easy-to-use, customizable app that lets users create their own themes and download custom font packs as they tire of their current look. 

GoSMS Pro is a similar idea but with a much bigger palette from which to work. It allows users to completely overhaul their visuals with new icons, fonts, animations, backgrounds and text bubbles. It also comes with a raft of non-visual features, including a private storage space for storing locked conversations and a text message backup service. 

Not all messaging apps are designed for purely aesthetic reasons. Some, like TextSecure, prevent screenshots of messages being taken and uses end-to-end encryption, thwarting prying eyes (whether criminal or federal!). 

The trouble with these apps is that both parties have to be using them in order to reap the full benefits. Unlike standard SMS messaging, which everyone in the world with a phone has access to, the playing field is not level. For instance, Strings - the app that lets you recall text messages you regret sending - is of no use unless both parties are running the app; two people agreeing to send messages with the app is a tacit acknowledgement that there is a lack of trust in the relationship. This will be the major stumbling block for Strings (and others) as they try to grow.

Our favorite SMS messaging apps are those with objectives no loftier than bringing a smile to the face. There are a plethora of text messaging apps designed to add some levity to your conversations with friends and family. Here are some of the very best:

Crumbles. Sends messages in the form of cut-ups from famous movies, one word at a time. You type the message, hit send and the recipient sees an array of great characters - from Doc Brown to Darth Vader - deliver each word. Hard to describe, but loads of fun once you try it.

PopKey. Leverages the power of Apple’s GIF-supporting Messages app to send any number of GIFS from a huge library of possibilities. Also enormous fun!

RapKey. Far and away our favorite messaging app right now, RapKey sends hip hop lyrics instead of boring prose. With a cool, 8-bit influenced retro interface, it works by giving you a series of categories to choose from - talking to your spouse, griping about money etc - and a list of couplets to scroll through. Find the most appropriate rhymes for your situation and make text messaging more fun!

 

 

 

January 19, 2015

How Does the World’s Most Powerful Organization Rule with Outdated Technology?

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The United States has the strongest economy in the world, and therefore its government should have access to the latest devices and cutting-edge tech. Unfortunately, however, the U.S. government has had a problem getting its equipment up-to-date. Despite the creation of the technology cabinet position by President Obama, the Chief Technology Officer appears to have little control over the deployment of state-of-the-art equipment throughout government departments.

Megan J. Smith is President Obama’s top technology adviser, and with her background we may expect to see a great deal of change in government tech. She matriculated at MIT, and spent a good deal of her career working in various departments at Google – the divisions that developed Google Glass and the driverless car, as well as the acquisition of Google Maps and Google Earth. Clearly, her reputation precedes her. 

So why is the Chief Technology Officer using a BlackBerry?

In a recent New York Times article, Julie Hirschfeld Davis reported that Smith is using a Blackberry and a 2013 Dell Laptop. These are not considered outdated technology by government standards, because the Administration has had a history of being a little behind the tech curve. As evidenced by the disastrous rollout of healthcare.gov, perhaps we should expect this of the devices that the government chooses to use.

Because of her direct connection to the executive office, Smith will have the opportunity to convince the Obama administration to recruit technologists who can build a proper infrastructure for digital services. A drawback of the relative newness of her position is that there is very little funding available in the budget for the Chief Technology Adviser. Furthermore, the position doesn’t have any authority over other agencies. This makes the implementation of new technology a very difficult task for Smith. 

Fortunately, America’s CTO has a history of problem-solving in her career. She has gained a reputation as a woman with big ideas, and of course she has a great deal of confidence and expertise in the area. Regarding the necessity of a technological update, she stated: “We’re on it. This is the administration that’s working to upgrade that and fix it.” (New York Times)

We’re likely to see some exciting updates to technology in government. Megan J. Smith has the bona fides necessary to help the United States catch up with the rest of the modern world. Only time will tell how long – and with what resources – it will take the Chief Technology Officer to implement these sweeping digital infrastructure changes.

 

January 15, 2015

The Tizen Smartphone Has Finally Arrived

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The long awaited Tizen smartphone was unveiled yesterday in New Delhi. It represents Samsung’s first major break from Google, whose Android platform has dominated the Korean company’s phones (and indeed the global mobile market).

The launch comes after 18 months of rumor, gossip and speculation swirling around the operating system. In August 2013 Samsung delayed the release of the first Tizen-run handset until the end of that year. Then another twelve months passed, during which tech-watchers the world over speculated the firm’s enthusiasm for the platform had waned.

Then Samsung seemed to switch focus, heralding Tizen as an OS tailor-made for cross-convergence. In an interview with CNET Korea, Samsung’s CEO J.K. Shin said:

"There are many convergences not only among IT gadgets, including smartphones, tablets, PCs, and cameras, but also among different industries like cars, bio, or banks. Cross-convergence is the one [area] Samsung can do best since we do have various parts and finished products."

Shin failed to mention the much-anticipated Tizen round smartwatch. This omission was either an oversight on his part, or another indication that the rumor mill is spinning out of control on all matters Tizen.

All we know is the Samsung Z1 is definitely here. Or rather, there. Samsung is training its sights firmly on developing markets where Apple and Android are less entrenched. In India, where the Z1 was unveiled, 70% of people still use basic cellphones, and designers of entry-level smartphones are hoping the only impediment to smartphone adoption is a financial one. Create an affordable device for everyone and, in theory, everyone will upgrade.

Gaining a strong foothold in markets like India is crucial to Tizen’s long-term success. App developers won’t bother developing iterations of their products for a new operating system unless its future is assured. Lack of interest from app developers and carriers have already forestalled the release of a Tizen smartphone in Japan, France and Russia. Whether the India release is accompanied by market support or is more of a hit-and-hope strategy on Samsung’s part remains to be seen.

But even with a price tag of just $92, the phone’s success is far from guaranteed. There are (unconfirmed) suggestions that Google has barred its smartphone partners from using anything but Android in major markets. If that’s true, Samsung will have to make a huge splash in niche markets before it develops an ecosystem large enough to do away with their Google alliance.

The biggest profits may lie in smartphones, but wearable tech may be the more secure route for Samsung. They’ve already released a Tizen-powered television and camera, and are planning to integrate the OS into home appliances. Clearly, Samsung is trying to position itself as a leader in the ‘Internet of Things’, connecting household devices to each other with one overarching platform.

Certainly, there’s a lot less legwork to be done in the home appliance market. Samsung is the biggest television brand in the world, with about a third of the global marketplace sewn up. If Tizen can’t become a serious rival to Android and Apple, either through entry-level devices in developing markets or by making user switch allegiances, Samsung need only retain its position as a leading electronics name in order to bring their fledgling operating system to millions.

 

 

 

January 12, 2015

6 Common Mobile Security Issues

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How secure is your mobile? It’s one of those boring questions that few people want to ask themselves when acquiring a new phone. Security? Pah! Just let me hit the App Store and I’ll sort all that out later.

Of course, later never comes, a fact that cyber criminals rely on to do their ‘work’. A 2012 Congress report found a 185% increase in the number of mobile-targeted malware variants between 2011 and 2012. ABI research from the same year went further, suggesting a 2180% rise in malware variants.  

The disparity between the government’s and the private research company’s estimates is in itself disturbing. That two different studies throw up such wildly different results is indicative of just how little we know about the mobile threat. And these reports (which represent the most recent figures) are now three years out of date. It’s anyone’s guess how many malware variants are out there now.   

It’s true that some vulnerabilities faced by mobile devices are the result of inadequate technology, but bad consumer practices are by far the commonest causes of security breaches. Protecting your mobile device means acquainting yourself with these causes and taking steps to avoid them.

 

1) Poor Password Protection

Despite the wide availability of password controls, many consumers do not enable password protection. Those that do often use easily-cracked passwords like sequential numbers, or a row of zeros. Always use two-factor authentication when conducting sensitive transactions like payments and accessing bank details. Remember, if your passwords are too easy to remember, they’re too easy to guess.

 

2) Insufficient Security Software

Many mobile devices do not come preinstalled with security software, leaving them open to malware and spyware. Too often, users fail to install software, either because they don’t want to affect their battery life or because they don’t want to slow operations down. The price paid is too high, so make sure your device is adequately protected against Trojans, viruses and scam bait from spammers. 

 

3) Out-of-Date Operating Systems

Security patches and updates are not always installed as soon as they become available. This is partly down to carriers taking their time over testing, and partly down to the proliferation of archaic systems which are no longer supported by the manufacturer. If you want to maximize security, it’s a good idea to update your mobile device at least every couple of years.

 

4) Out-of-Date Software

Similarly, old software may not have security patches readily available, and third party applications like web browsers do not always notify customers about updates. Be aware that using outdated software increases the risk of cyber attacks.

 

5) Using Unsecured WiFi Networks

Connecting to an unsecured WiFi network is like an open invitation to hackers. They insert their device into the middle of the communication stream and steal information. Be vigilant when using public networks and, if possible, avoid them altogether.

 

6) Bluetooth

The schoolboy error of schoolboy errors, it’s startling how many people use Bluetooth without being aware of what it is. Remember, if your device is in ‘discovery’ mode it can be seen by other Bluetooth-enabled devices. Easy pickings for a cyber attacker, who can install malware or even activate your camera and microphone in order to eavesdrop. As with public WiFi, the best protection against Bluetooth scams is to simply avoid using it altogether. Failing that, keep it turned off whenever you’re not using it.

January 09, 2015

The World’s Most Valuable Startup

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As of Monday, December 29th, 2014, the Chinese smartphone maker Xiaomi has become the world’s most valuable startup. Late in 2014, the company closed its last round of funding, topping off its latest run at $1.1 billion dollars. With that, Xiaomi’s valuation has skyrocketed to $45 billion – past even the controversial pseudo-taxi startup Uber (valued at $40 billion).

If you haven’t heard of Xiaomi before, you are not alone. The company is a giant in China, however, with brick and mortar locations throughout the country. After taking advantage of a void in the Chinese smartphone market, Xiaomi has managed to increase their manufacturing output, and they are now the third largest smartphone manufacturer in the world. In their third quarter report of 2014, Xiaomi sold over 16 million units, an increase above last years’ report by over 3.5 million.

Many people throughout China prefer to purchase Xiaomi phones due to their low-cost. Samsung and Apple are still the power players throughout the world, and they have retained a good deal of the Chinese smartphone market. In the past year, though, sales by these juggernauts have been chipped away by Xiaomi – Samsung’s sales in particular, which has declined by 29 percent in the region. Surprisingly, Xiaomi’s gross sales in China has not come as close to defeating iPhone sales. Apple still retained $25.4 billion in sales in China alone, while Xiaomi only garnered $56 million in sales. 

Some of the controversy surrounding the startup includes a breach of international patents, but these claims have yet to be proven. Though Xiaomi publicly claims to operate under thousands of patents, most cell phone manufacturers own patents in the tens of thousands. And with their tight margins, it is unlikely that they are manufacturing under a series of licensing deals. In any case, the success of their business model is evident: build it cheap, run it with Android-based software, and sell it everywhere (in China). 

Xiaomi has announced that their next step will be to branch out into similar foreign markets, like Brazil and India. While Brazil fits all of the criteria of their business model, India is a bit less likely to embrace it. Historically, India has been wary of Chinese technology, and many consumers fear that the Chinese government will use the devices to spy on Indian citizens. Xiamoi has these and other roadblocks to get past as they expand into the rest of the Asian and potentially the South American market…but ambitions are obviously high.

The upshot for mobile marketing campaign managers is an increased need to cater their strategy to a variety of devices. Mobile marketing tactics that are effective at reaching iPhone users may not have the same impact on Android-based devices. Flexibility and adaptability are the watchwords for 2015, and if Xiamoi's explosive success is anything to go by, the world of mobile marketing and the wider world of tech should expect the unexpected.

 

January 08, 2015

How Accurate Were Last Year’s Predictions for Mobile Tech in 2014?

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At the end of each year, tech journalists look into their crystal balls and attempt to predict trends and changes in the coming year. How often are they correct, though? We took a look at some of the most popular prophecies at the end of 2013, and just how accurate these predictions turned out to be.

First, some of the winners:

Prediction: "E-Commerce Will Thrive"

First of all, we know that e-commerce is thriving (with or without Amazon), so clearly this prediction was spot on. We’ve seen many emerging markets begin to adopt e-commerce, and we’ve witnessed Alibaba’s growth as the world’s Mecca of e-commerce. We’re still waiting for our drone deliveries, but no one can doubt that e-commerce will continue to grow in 2015.

Prediction: "Social Media Interactions During World Cup Will Break Records"

Not only did people around the world tweet, post, and message each other during FIFA’s World Cup games, we got to see the most widespread interactivity in the history of social media. The peak interaction first occurred during the final match between Germany and Brazil, and often featured the popular meme “Germany just scored a Brazilian goals.” They broke it again when the number of tweets broke 35.6 million, and 350 million people participated in World Cup conversation on Facebook. The prescient bloggers knew it would break records, and rightfully so.

Prediction: "Mobile Web Use Will Decline Significantly"

Many predictors foresaw that mobile web use would shrink – some even claimed that it would die. Well, it’s not dead yet: you can still search the web using the clunker-of-a-browser on your smartphone. Reports show that we have much more affinity for apps, however. Time spent using apps increased to 86%, while mobile web use dropped to about 14%. Perhaps we haven’t seen the end of the mobile web yet, but the seers of tech were right to assume that mobile consumers would use the web a great deal less. 

And now for the losers:

Prediction: "IM to Replace SMS as the Messaging Platform of Choice"

This prediction has proven to be pretty far off. Despite a decline in SMS use in 2012, we saw a surge in the use of SMS for business and personal reasons in 2014. The simplicity and low-cost nature of SMS text messages appear to have made the platform desirable for businesses, which means SMS messaging isn’t going anywhere. (Let’s not forget that SMS generates much more revenue than IM, as well.) Not to mention Facebook’s new privacy policy regarding their messaging app, which definitely turned off users in 2014. So the sibyls of tech can’t be right all the time. SMS messaging lives on!

Prediction: "Smartphones Cheaper than a Carton of Cigarettes"

Web prophecies predicted that a smartphone manufacturer in China, Xiaomi, would make a global move in 2014. They also claimed that the ubiquity of the phones in China would reduce the price to less than a carton of cigarettes. Well, neither prediction occurred. That said, we may see Xiaomi’s presence in other countries, like Brazil and India, in 2015. And the price of Xiaomi phone certainly has dropped – you can now buy a phone in China for less than 25 US dollars (but it’s not yet less than a carton of smokes).

Prediction: "Google Glass Will Be Everywhere"

Wearable tech has been all the buzz in 2014, for sure. But when the Nostradamus’ of the web claimed that Google Glass would be seen all around this year, they made a critical error. The world is not ready to embrace wearable tech, especially recording devices that sit right in the middle of your face. Tech bloggers predicted upwards of 800,000 Google Glass units sold in 2014, but they’re barely reaching 250,000. We’ll see what’s to come for wearable tech but, at this point, it’s just not happening in any significant fashion.

So just as in any year, several predictions were right and just as many were wrong. What’s in store for 2015? Only time will tell, but – judging from last year’s predictions – we’re bound to see the pendulum of mobile tech swing toward further globalization.