And here’s the rest of the 11 predictions for 2011:
6. Mobile. Each of the last 10 years has been heralded the Year of Mobile. What makes 2011 different is not reach (the UK already has more mobile devices than people) or even smartphone uptake (although that will accelerate), it is usage by most people, increasingly using mobiles to search, shop, research brands and prices. Brands that don’t understand the small screen will suffer, those that make it easy to connect and buy on the move will thrive.
7. Social commerce – coming together to buy in groups – will start to take off. Get your Facebook friends to buy the same thing, and the price for all will come down. Or try Groupon’s successful deal-of-the-day model. Facebook has become the new shopping mall, e-commerce changes all over again.
8. In an ever more pressured society, simplicity will win in communications as much as elsewhere.
9. 4G. No this isn’t the comedy item on the list. The next generation of mobile broadband is already rolling out across Scandinavia, the USA and Japan, with O2 already having test areas up and running in the UK. So will 4G change your life? If you need Coronation Street in HD live streamed to your mobile, then yes. Otherwise, set your Sky+ like the rest of us.
10. Google’s absolute dominance will start to wane. Now there’s a foolhardy prediction surely? But I am not alone in thinking time is ripe for competition. Social search will come to mean much more – as our friends’ recommendations mean much more to us than the Googleplex’s views. And new search options (and I don’t just mean Bing) will start to gain critical mass – try Blekko or Yandex for a glimpse of the future of search.
11. Lists will be bigger than ever. Need traffic? Want readers? Seek acclaim? Write it in a list and people will read. Lists hold readers’ attention – as you’ve just proved….
Have a great start to the New Year and here’s to a prosperous one for all who sail in it.