Oliver Milman and Patrick Stafford
Tablets and hybrid apps soar, PC sales dip: The IT trends you need to be across
The surge in mobile-based working provides great opportunities for start-ups, but looks likely to catch many businesses off guard.
New research from Gartner has identified three key mobile trends that start-ups should be aware of.
The tech research company released a wide-ranging report that made three key predictions:
- By 2013, the first $50 smartphone will appear in emerging countries
- By 2014, Apple will be as accepted by enterprise IT as Microsoft
- By 2016, over 50% of mobile apps deployed will be hybrid
In a statement, Gartner said that Apple technology will become increasingly common in small business’ IT armoury.
“Apple's acceptance by enterprises has been driven by consumerisation. It is rare for Apple support (even for iOS) to be originated by IT,” it said.
“This will continue as OS X better leverages similarities with iOS and as consumer interest in Macs continues to grow.”
“Microsoft's mobile offerings (Windows Phone and Windows 8) are new, but are gaining and will continue to achieve some acceptance from enterprises, largely due to the relationship that Microsoft has built with them and the management capabilities they provide.”
“However, Microsoft's offerings have not been the beneficiaries of consumerisation.”
“Consumerisation is driven first by consumer demand, and then by the demand of those consumers to bring that technology into the workplace. Apple continues to benefit from this phenomenon, while Microsoft does not.”
Firms deploying mobile technology to staff are also set to benefit, Gartner said.
“The increasingly mobile workforce and the improving computing and communications capability of mobile devices (such as smartphones and tablets) have driven enterprises to develop applications that run on these devices.”
“These applications offer the benefits of improved productivity and more accurate business information, giving mobilized enterprises advantages in the market.”
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Meanwhile, businesses are being warned to give their eCommerce platforms an audit, following new research from IT firm Canalys which shows tablets are now taking up one third of all traditional PC sales.
The shift to tablets has been documented for some time, and is even causing sales mayhem in the traditional PC-making industry. But now, experts say online businesses need to have a deep look at how their business operates on a tablet.
Justus Wilde, the chief executive of digital marketing firm Dynamiq, told SmartCompany this morning about 30-40% of the traffic to his clients' sites come from mobile devices – but sales occur more on a tablet.
"We're seeing a majority of the actual mobile traffic coming from mobiles, but the majority of the sales come from tablets."
"What we see happening is that someone starts their shopping experience on a mobile device, then they switch to a desktop at work, and then purchase on a tablet at home while they're relaxing."
The figures from Canalys show one in every three PCs shipped in the fourth quarter of 2012 was a tablet. The iPad accounted for about half of those, or one in six PCs shipped. The company qualified a tablet as any device with a screen seven inches or more.
The largest vendor was Apple, followed by HP.
The shift towards tablet devices has been ongoing for some time. Only a few consumer sectors focus on PCs anymore, such as the enterprise, because home users simply don't need a dedicated desktop to do what a cheaper tablet can do better.
Wilde says there are a few key lessons for businesses to pick up from this data. The main point is businesses should focus on a smooth transition between as many devices as possible.
"This presents a challenge, because a user might start a wish list on one device and then move to another, so you may lose some of the effort there."
"This is why things like wish lists and carts need to be put together on the site. A lot of businesses send automated emails to your email with a link to your cart as a reminder. Those types of messaging can help."
With a need to make the e-commerce experience fluid across a number of devices, Wilde says the main trend to watch this year is responsive design. Instead of creating three different websites for the desktop, tablet and mobile, responsive design creates one for all three which changes in shape and size.
"Responsive design is really good for tablets. It's closer to a desktop experience, so sophisticated operators will have that for desktop and tablet, and then produce something specific for mobile."