TOP MOBILITY TRENDS
2017

INTRODUCTION | 2017 MOBILE TRENDS
Hello there!
Every year we collect thousands of
interviews with employees, customers
and partners, key insights from
customer projects, articles, white
papers and general mobility industry
trends in a report for the coming year.
We then translate it into actionable
insights for our readers. The focus is
primarily on insights and actions that
will have an impact on results in the
next year, but also the longer term
technology trends to be aware of.
©2015DMICONFIDENTIAL&PROPRIETARY
What are the big mobility trends which
will impact businesses and consumers
in 2017?
What do you need to know, discover
and take action
on to make the most
out of mobility?
How can you become more
agile, faster and successful
with your mobile projects?

PUTTING
CUSTOMER
EXPERIENCE FIRST
ACCELERATING
INNOVATION
THROUGH
PARTNERSHIP
RE-INVENTING
(NOT JUST
MOBILIZING) YOUR
BUSINESS
DEVELOPMENT
TOOLS AND
PLATFORMS
EVOLVING
RAPIDLY
SECURITY AND
PRIVACY HITTING
THE BOARDROOM
AGENDA
MOBILE AD
FORMATS
CHANGING
REAL SOLUTIONS
BY THE INTERNET
OF THINGS
PUTTING DATA
INTO ACTION
OMNICHANNEL
AND MOBILE
PAYMENTS
BREAKING
THROUGH
WEARABLES
FINDING THEIR
PURPOSE
1
6
2
7
3
8
4
9
5
10
2016 TRENDS - PREDICTIONS
2016 TRENDS | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY
In 2016 we predicted that organisations that embraced the following trends would gain an advantage.

PUTTING
CUSTOMER
EXPERIENCE FIRST
RE-INVENTING
(NOT JUST
MOBILIZING) YOUR
BUSINESS
DEVELOPMENT
TOOLS AND
PLATFORMS
EVOLVING
RAPIDLY
SECURITY AND
PRIVACY HITTING
THE BOARDROOM
AGENDA
MOBILE AD
FORMATS
CHANGING
ACCELERATING
INNOVATION
THROUGH
PARTNERSHIP
REAL SOLUTIONS
BY THE INTERNET
OF THINGS
PUTTING DATA
INTO ACTION
2016 TRENDS - REALITY
2016 TRENDS | 2017 MOBILE TRENDS
1
6
2
7
3
8
4
9
5
OMNICHANNEL
AND MOBILE
PAYMENTS
BREAKING
THROUGH
10
WEARABLES
FINDING THEIR
PURPOSE
True False Neutral
©2015DMICONFIDENTIAL&PROPRIETARY
The majority proved to be right, but some were too early or simply wrong (eg. mobile payment break-through).

CUSTOMER
EXPERIENCE
BIG AND SMALL
DATA INSIGHTS
DEVICES TECHNOLOGY BIG INNOVATION
FOR INNOVATORS
Reimagining
business in a
mobile world,
human-centric
design, managing
the multi-channel
challenge and
finally, customer-
centric IoT.
Solving problems
with data vs. a focus
on tools, fast access
to data and data
driven
organizations..
Who will be the
leaders in 2017?
What´s happening
with wearables and
what impact will
virtual and
augmented reality
have?
The winners in
cloud, hybrids
taking over and
accelerating
development with
DevOps.
2017 TRENDS
2017 TRENDS | 2017 MOBILE TRENDS
Innovation labs are
failing and how
blockchain, AI
assistants and
software in the car
may impact you.
1 2 3 4 5
©2015DMICONFIDENTIAL&PROPRIETARY

CUSTOMER
EXPERIENCE
01

Fortune 500 CIO
We need to leverage mobility to
change how the company works to
compete with digital-only
companies."
“
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY
1.1 Reimagine Business in a
Mobile World

Digital transformation is dead - if
you're going through a digital
transformation then your business is
probably in big trouble. The end goal
should not be to digitise a company
but to deliver better products,
services and cost efficiencies.
When asking customers if they've
deep-dived and mapped out their
customer journey recently, almost
every online business says yes and
brick-and-mortar or mixed businesses
says no. Understanding how
customers interact with your products,
services and business is the key to
success, not digital.
The lowdown
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
To stay competitive it's equally important to reimagine
internal ways of working including the processes and tools
for employees.
As part of reimagining businesses, we also see a major shift
from products to services. Instead of buying nicotine gum, a
person trying to quit smoking signs up to a quit smoking
support program which includes the gum or patches
(Nicotinell) and instead of buying a car, customers sign up to
a car service (e.g. Zipcar).
The biggest challenge is that there are so many opportunities
and so little time and resources. Therefore organisations
must become faster and more efficient to succeed.
©2015DMICONFIDENTIAL&PROPRIETARY

What does it mean for you?
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
Imagine you had no physical or web presence
today. How would you redesign your business in
a mobile world? Imagine you had no offices, how
would you redesign the workplace?
Map out the ideal customer journey for your
customers and employees and redesign the
products, services and processes accordingly.
Read more in our reimagine blog post about how you can improve your innovation process and leverage lean UX (next trend) to succeed.
https://dminc.com/blog/the-cx-shift-to-mobile-services/
Consider how
existing products
can become
services.
©2015DMICONFIDENTIAL&PROPRIETARY

Examples:
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
CUSTOMFIT
What would Fitness
First look like if they
had no gyms?
VIRGIN RED
Bring all the Virgin
brands together under
one engaging service.
©2015DMICONFIDENTIAL&PROPRIETARY

1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
Jeff Gothelf
The practice of bringing the true
nature of a product to light faster, in
a collaborative, cross-functional way
with less emphasis on deliverables
and greater focus on a shared
understanding of the actual
experience being designed.”
“
©2015DMICONFIDENTIAL&PROPRIETARY
1.2 Greater success with
Human Centric Design

User Experience is not art. Never
trust a UX designer who doesn't
involve end-users in the design
process. It will fail 9 out of 10 times*.
More organizations are combining
Lean UX with Design Thinking as
foundations for Customer
Experience (CX) to prioritize learning
over delivering arbitrary software.
The ability to learn quickly, and
apply those learnings
systematically, allows tremendous
value to be unlocked in the form of
mobile experiences, apps, and
services.
We call it human-centric design.
* Based on DMI research of 300+
projects
The lowdown
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
The measure of progress and success changes from output to outcome.
Output: the stuff we make; i.e. features, wireframes, mockups;
Outcome: a measurable change in customer behavior that can be attributed to
a specific output (this ties the team’s work directly to something measurable).
Practically this means 4 key changes:
1 START BY IDENTIFYING AND UNDERSTANDING THE PROBLEM;
RAPIDLY TEST MULTIPLE SOLUTIONS TO THE PROBLEM UNTIL YOU FIND
ONE THAT WILL DELIVER RESULTS;
MOVING FROM OUTPUT (WIREFRAMES OR MOCKUPS) TO OUTCOME
(PROTOTYPES THAT CAN BE TESTED WITH USERS);
FAIL AND SUCCEED FAST THROUGH TESTING, TESTING, TESTING AND
MORE TESTING BEFORE BUILDING
2
3
4
©2015DMICONFIDENTIAL&PROPRIETARY

What does it mean for you?
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
For most businesses, implementing
human-centric design will have a positive impact
within weeks. There will be challenges in getting
buy-in from the organisation. Start small with a
couple of projects and share the results with
others.
Apply a data-driven and critical approach to the
results. If end-users don’t respond positively then
don’t continue on the wrong path. Most
organisations don’t have the discipline to kill
projects even when they should.
Read our blog on Lean UX for more recommendations and insights on how to implement lean UX in your organisation.
https://dminc.com/blog/why-we-work-in-a-lean-ux-environment/
Start small
with a couple
of projects and
share the
results
with others
©2015DMICONFIDENTIAL&PROPRIETARY

Example:
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
HEYGREENGO
Create a mobile
service to help people
meet in real life.
©2015DMICONFIDENTIAL&PROPRIETARY

Steve Sweeney, MoneySuperMarket.com
Omnichannel or multichannel, it’s
all just language to us. Someone
recently told me we should say
omnichannel but if you put the
customer at the heart of the
sentence – they don’t care if it’s
multichannel or omnichannel, they
just want it to work.”
“
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY
1.3 Manage the
Multi-Channel Challenge

Most B2C companies with some kind
of online presence have a big
challenge. How do you know who the
customer is when they move from
device to device?
Imagine the following scenario:
1. Customer is on a smartphone and
clicks on a link from an Instagram
influencer to a website,
2. Later in the day the same customer
sits in the office and looks up the
product from her laptop computer,
3. In the evening the same customer
shows her partner the product she
wants to buy on her iPad,
4. Next morning she walks into the
brand’s store and buys it.
The lowdown
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
Is this one or four customers? Which channel led her to buy
the product? How can you help the customer complete the
desired task across the different channels?
Users expect organisations to communicate consistently
and with one voice across the channels. This is very hard
unless the customer identifies themselves each time.
Therefore we need to make it easy and provide better
incentives for authentication whether it's social sign-on, just
an e-mail address or predictive analytics.
As the majority of customers now access commerce sites
through mobile, we also see a big gap in conversion rates.
But it doesn't have to be that way. With focus on the
customer the conversion rate should be the same for
desktop and mobile for customers with the intention to buy
through that channel (i.e. take out the customers that look up
the product and then buy it through another channel).
©2015DMICONFIDENTIAL&PROPRIETARY

What does it mean for you?
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
The first step is to acknowledge the challenge and
the second is to map out the customer journey
across the channels.
Whether to authenticate users every time or not is
an individual decision but make sure you evaluate
the pros and cons.
Don't compromise on user experience for mobile
when this is how the majority of your customers
interact with you.
Break down the silos within your organisation
and deliver a one-brand experience towards
the customer.
Break down
the silos within
your organisation and
deliver a one-brand
experience towards
the customer.
©2015DMICONFIDENTIAL&PROPRIETARY

1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
Example:
BIG LOTS
Order through any
channel with one unified
experience and one
customer profile, e.g.
delivery to home when
buying in a store.
©2015DMICONFIDENTIAL&PROPRIETARY

1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
Eric Schmidt, Alphabet Chairman
The Internet will disappear. There will
be so many IP addresses, so many
devices, sensors, things that you are
wearing, things that you are
interacting with, that you won't even
sense it. It will be part of your
presence all the time. Imagine you
walk into a room, and the room is
dynamic. And with your permission
and all of that, you are interacting
with the things going on in the room."
“
1.4 Customer centric IoT
©2015DMICONFIDENTIAL&PROPRIETARY

With every human expected to own
some 20 or more connected devices
by the year 2020, the Internet of
Things (IoT) is a phenomenon brands
can't afford to ignore.
Frictionless interfaces will be a key
challenge. Could the physical
interface reliably be replaced entirely
or mostly with a smartphone app?
Sonos is a great example.
Our future interactions with
information and digital services will be
contextual, conversational, and span
across a multitude of different brands,
providers, sensors, objects, and
interfaces.
The lowdown
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
To understand how this will affect your company and your
industry, create an internal innovation program (even if it’s just
one person for 15% of their time) as a sandbox to begin
experimenting with these new computing scenarios.
A couple of key things to consider are:
A. From Push to Pull - In the IoT computing era, this model will
transition to a push one. Just the right information will be
pushed to me based on my context, and that context could be
location and time.
B. From Complicated to Complex Systems - CX for IoT will
require those aging IT systems and approaches (homogenous,
hierarchical, and self-contained) to become heterogeneous,
networked, fluid, and open-ended.
C. Solving for X - CX for IoT means that brand and experience
coherency won’t be about unifying a few different user
interfaces, but will be about the dynamic and self-assembling
services that pop up and disappear just when you need them
to.
©2015DMICONFIDENTIAL&PROPRIETARY

What does it mean for you?
1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
Seriously consider engaging a partner with a mature
innovation process and team with multidisciplinary
skill-sets to get you started and accelerate your
learnings, while also creating a higher probability for
those all important “early wins”. This will demonstrate
leadership and build confidence with your internal
stakeholders so that you can create momentum for
continuing the journey.
Consider
engaging
a partner with
a mature
innovation
process
Step 1: Identify your internal change agent
Step 2: Partner for the first project (or few projects)
Step 3: Apply Lean UX Service design
Step 4: Continue to experiment and test with customers
©2015DMICONFIDENTIAL&PROPRIETARY

1.CUSTOMER EXPERIENCE | 2017 MOBILE TRENDS
Example:
SONOS
3 buttons on the device
and unlimited
functionality through an
easy-to-use smartphone
and desktop interface.
©2015DMICONFIDENTIAL&PROPRIETARY

BIG AND SMALL
DATA INSIGHTS
02

Albert Einstein
If I had 60 minutes to solve a
problem, I’d spend 55 minutes
defining it and 5 minutes solving it.”
“
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY
2.1 Solve Problems with Data

Data has the power to solve
problems in every industry and area
of society. This doesn't mean to
completely stop looking for new
insights and patterns in the data. But
when doing this we should also be
making sure that the deep-dive
insights will solve a problem.
The most common problem with big
data, business intelligence and data
visualisation implementations in
companies is that they invested in a
tool based on business requirements.
The lowdown
As a matter of fact, the majority of organisations we meet
have invested in multiple tools but few actually use them for
anything productive other than creating beautiful graphs.
Instead they should have started with the business
problems they want to solve. Successful data-driven
organizations use data to come up with new products and
services, optimize the business and improve customer
experience.
©2015DMICONFIDENTIAL&PROPRIETARY
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS

What does it mean for you?
Identify the problems you want to solve with
data before buying or selecting a tool.
If you already have the tools then put them to
work by solving real problems..
Distribute the power of data in your organisations
by providing access to people who can make the
most of it. BI portals and data visualisation can
help accomplish this as long as they focus on
solving problems.
Identify the
problems you want
to solve with data
before buying
or selecting
a tool.
©2015DMICONFIDENTIAL&PROPRIETARY
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS

TENNANT
Machine data maximizes productivity and
maintenance for each customer to clean
more and better than competitors.
©2015DMICONFIDENTIAL&PROPRIETARY
Example:
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS

Thiag Loganathan
IT teams should focus their efforts
on expediting data access vs.
spending time on infrastructure.”
“
©2015DMICONFIDENTIAL&PROPRIETARY
2.2 Fast Analytics using
Big Data
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS

Digital processes are creating heaps
of new data and businesses wants
directional insights now!
IT teams are facing a huge challenge
to serve the data scientists with data
sets faster than ever. There are so
much inefficiencies in preparing,
sharing and moving datasets multiple
times to different data scientists/
analysts across the business functions.
The lowdown
There is a lot of work in dealing with the infrastructure
clusters, security, data movement etc. All of this for
sometimes, what is a one-time analysis.
IT teams should focus their efforts on expediting data
access vs. spending time on infrastructure. Cost of cloud
storage and computing continues to go down.
©2015DMICONFIDENTIAL&PROPRIETARY
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS

What does it mean for you?
Setup a data lake on the cloud with appropriate
security and an "Analytics DevOps" team (Data
scientists, Data analysts and Data engineers).
Focus on expedited access to data sets (prepared
and raw) and sharing reusable analytics assets.
Allow the skill mix and processes to evolve as the
time to insights improve.
Focus on
expedited access
to data sets and
sharing reusable
analytics
assets.
©2015DMICONFIDENTIAL&PROPRIETARY
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS

Example:
ARI FLEET
Uses HANA real-time
analytics to monitor a fleet of
1 million vehicles to predict
maintenance and issues
before they cause disruption.
©2015DMICONFIDENTIAL&PROPRIETARY
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS

Amir Orad, CEO of Sisense
A data-driven company is an
organization where every person
who can use data to make better
decisions, has access to the data
they need when they need it.”
“
©2015DMICONFIDENTIAL&PROPRIETARY
2.3 Become a Data Driven
Organization
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS

Data driven organizations are 23 times
more likely to acquire customers, 6
times as likely to retain those
customers, and 19 times as likely to be
profitable as a result. ( McKinsey
Global Institute) – source:
https://www.mckinseyonmarketingand
sales.com/sites/default/files/pdf/Dat
amatics.pdf
81% of organizations support the
notion that data should be at the heart
of everything they do. (EY) – Source:
http://www.ey.com/Publication/vwLU
Assets/EY-global-becoming-an-analyti
cs-driven-organization/%24FILE/ey-glo
bal-becoming-an-analytics-driven-org
anization.pdf
The lowdown
Despite these insights and the big data hype few agencies /
companies are truly data driven. Usually they lack
measurable objectives/targets for initiatives/projects, work
in data silos and don’t measure.
In data-driven companies, data isn’t just a tool to inform
decision makers. Data empowers more junior employees to
make decisions, and leaders often use data to
communicate the rationale behind their decisions and to
motivate action.
©2015DMICONFIDENTIAL&PROPRIETARY
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS
“Truly data driven organizations set
clear objectives for each
initiative/project, monitor and
measures relentlessly using data.”
- Magnus Jern, DMI

What does it mean for you?
To become a truly data driven organization will usually take years as it needs
to be embedded in the DNA of the company. Start by getting the basics
right:
1. Democratize data
Every stakeholder is equipped to access and translate raw data into
actionable insight.
2. Data quality and culture
Disciplined shift in the mindset of all employees towards maintaining the
integrity and quality of their data.
3. Set objectives, measure and follow-up
Every project, product, service and change has clear measurable objectives
that are measured before and after implementations and change. The data is
used to measure success and improve.
Once the basics are in place it’s time to start looking at how data can power the business in real
time to make better decisions, to optimize products and services and improve profitability.
To become a truly
data driven
organization will
usually take years as
it needs to be
embedded in the DNA
of the company.
©2015DMICONFIDENTIAL&PROPRIETARY
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS

Example:
ADDISON LEE
Every change is driven by
data insights to begin with
and measured before and
after to ensure that it drives
more revenue or higher
customer satisfaction.
©2015DMICONFIDENTIAL&PROPRIETARY
2. BIG AND SMALL DATA INSIGHTS | 2017 MOBILE TRENDS

03
DEVICE INNOVATION
IMAGE SOURCE: THE VERGE

©2015DMICONFIDENTIAL&PROPRIETARY
Magnus Jern
2016 was a mid-year for
smartphones without much
excitement other than Samsung's
massive challenges with the
exploding Note. In 2017 it will get
very exciting and competitive again.”
“
3.1 Smartphone and
Gadget Leaders
3. DEVICE INNOVATION | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY

Apple is expected to come out with a
smartphone for the iPhone’s 10-year
anniversary that is a step change.
Samsung is under pressure to prove
that they can deliver innovative and
reliable devices.
Google is expected to continue to
expand on the success of Pixel.
Bigger smartphones such as the
iPhone 7 Plus and Samsung Note
keep on displacing tablets.
The lowdown
The Chinese smartphone manufacturers such as Xiaomi,
Lenovo, Huawei are keeping the others on their toes.
Blackberry will launch their last own device. Sony, LG and
HTC continue deliver good phones in the second tier.
Expectations on Microsoft launching a new game-changing
device.
Google Home, Amazon Echo, Google Chromecast and
Apple HomeKit will drive innovation in the home.
©2015DMICONFIDENTIAL&PROPRIETARY
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

What does it mean for you?
Organisations should start planning early for iOS11
and the 2017 iPhone release (whatever the name
will be). It's going to be a big one.
Watch out for Mobile World Congress (Samsung
Galaxy X), CES and the Apple events in 2017. It will
be a lot more exciting than in 2016.
The proportion of bigger screen devices (phablets)
with the iPhone SE and low-end Android devices
at the other side of the spectrum. Ensure your
websites and apps deliver a good UX across
all devices.
Watch out for
Mobile World
Congress,
CES and the
Apple events
in 2017.
©2015DMICONFIDENTIAL&PROPRIETARY
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

Example:
ADDISON LEE
Perceived as an innovator in
transportation in the UK
thanks to being first in
supporting Apple Watch,
Apple Pay and other new OS
functionality.
©2015DMICONFIDENTIAL&PROPRIETARY
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

Gartner
By 2017, 30% of wearable
technology will be invisible to
the naked eye”
“
©2015DMICONFIDENTIAL&PROPRIETARY
3.2 Wearables that
solve problems
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

For a long time we've questioned the
mass market demand for wearables
until they solve real problems beyond
tracking our fitness activities and
showing time. Yes, we have
smartwatch fans at DMI and have
delivered a considerable amount of
projects but none of them have had a
major impact on the bottom line.
A fascinating trend in 2016 has been
watchmaker brands such as Tag
Heuer successfully selling out their
first collections at 1500 USD each but
remember that this is still in small
volumes.
The lowdown
We are also curious to see the results from Snapchat spectacles
(sold for $130). The price point, the single use case and digital
natives make the product a potential candidate to lead growth in
wearables.
In 2017 we expect to see continued focus in the areas of health
and luxury design as this is where wearables meet a customer
need. With a couple of years of historic data we also hope to see
more services that put the data to use. Maybe through an AI
assistant that recommends activities and food every day to stay fit
and live longer. We also believe that Apple, Samsung, Google and
Xiaomi will launch new products in this category.
“Invisibles” is growing as a new category of wearables that are
integrated into things we use every day such as keychains, wallets,
jewelry.
Growth is also expected in wearables for personal security and pet
tracking.
©2015DMICONFIDENTIAL&PROPRIETARY
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

What does it mean for you?
Overall bottom line impact will be limited from
wearables for most organisations but there will
continue to be a lot of buzz and great PR
opportunities.
Organisations that work with health and fitness
should look at how wearables can solve customer
problems whether it's through big or small
innovations.
Your share of users with smartwatch will be
growing (albeit slowly). Think about how you can
provide a better customer experience / solve
problems for these users.
Health and
fitness
should look at
how wearables
can solve
customer
problems
©2015DMICONFIDENTIAL&PROPRIETARY
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

Example:
EXCEDRIN HYDRATION PATCH (conceptual)
Preventing migraines through wearable,
predictive analytics, health tips and
Excedrin pills.
©2015DMICONFIDENTIAL&PROPRIETARY
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

Techmaish VR Trends for 2017
If virtual reality is to become
more than merely a fad, it needs
to blow past early adopters or
as we normally call them, nerds.
Google Daydream may be the
answer to this.”
“
3.3 Industry Leaders in
AR and VR
©2015DMICONFIDENTIAL&PROPRIETARY
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

2016 was the year that augmented
reality went mainstream with
Pokemon Go and virtual reality was
the focus of every mobile event.
Despite the buzz, few consumers
bought the devices and augmented
reality services were limited among
big brands.
In 2017 we expect to see an increase
in AR games and applications but only
the ones that are driven by real
customer needs or a super brand
such as Pokemon will be successful.
The lowdown
In VR the consumer take-up driven by games and entertainment
will continue to be limited but in businesses such as healthcare,
construction, real estate and manufacturing VR (and AR) will help
improve productivity and safety.
The biggest area of potential may be in education. But maybe
there will be a surprise toward the end of 2017 from Apple or
Magic Leap. Facebook is also investing heavily and VR with
social.
©2015DMICONFIDENTIAL&PROPRIETARY
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

What does it mean for you?
Organisations must start evaluating and
experimenting with VR and AR to understand how
these enablers can help their employees and
customers.
Order a couple of Daydream headsets +
compatible devices and play. This will most likely
be the most popular device in 2017.
Start with simple prototypes and scale once the
right solution has been found.
Organisations
must start
evaluating and
experimenting
with VR and AR
©2015DMICONFIDENTIAL&PROPRIETARY
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

Example:
IKEA
See what products from Ikea
will look like in your home
using augmented reality.
©2015DMICONFIDENTIAL&PROPRIETARY
3. DEVICE INNOVATION | 2017 MOBILE TRENDS

TECHNOLOGY
04

4.1 Winners in the cloud
Rightscale 2016 study
Security is no longer the top cloud
challenge. Lack of resources/
expertise is now the #1 cloud
challenge (cited by 32%), supplanting
security (cited by 29%).”
“
4. TECHNOLOGY | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY

Last year we talked about how
Microsoft was becoming a dominant
player in the cloud.
Since then we've seen Google striking
back by hiring top execs (Diane Green
from VMWare) from other successful
enterprise IT providers and expanding
their offering. Amazon continues to
grow but is still far from dominating.
The lowdown
Overall, Google Cloud and AWS have the strongest offerings
for consumer services whereas Azure followed by AWS is
taking a lead on enterprise services. We believe however that IT
departments will give a stronger consideration to Google Cloud.
VMWare and Openstack dominate the private cloud. IBM,
Oracle and SAP will continue to grow in the private cloud space
and expand their offerings.
4. TECHNOLOGY | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY

What does it mean for you?
The race is heating up which means better and
faster tools for developers and lower cost.
Keep an open mind with your initial selection
and re-evaluate your provider every three years
as there is a good chance you can vastly reduce
cost and improve the service.
The capabilities of different cloud offerings are
vastly different. For long term investment and
business critical solutions invest the time in finding
the best and not just the cheapest.
Keep an
open mind
in your initial
selection and
re-evaluate your
provider every
three years
4. TECHNOLOGY | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY

4. TECHNOLOGY | 2017 MOBILE TRENDS
Example:
VIRGIN
Cloud products evolve so fast
that the platform needs to be
reviewed every couple of years.
©2015DMICONFIDENTIAL&PROPRIETARY

DMI Nov 2016 app store review
There is not a single pure hybrid
app amongst the top 100 most
popular apps on the Apple or
Google app store.”
“
4.2 Hybrids & Progressive
Web Apps
4. TECHNOLOGY | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY

Despite a all the hype around
improvements in hybrids and HTML5,
the technologies are still not cutting it
in terms of UX. Among the top 100
apps in the app stores we have not
been able to find a single pure hybrid
app.
While hybrid and cross-platform apps
are taking over the enterprise, there's
a newish breed of consumer apps
that has not received much attention.
The native-hybrids. Amazon, H&M,
GAP and potentially even Facebook
are leveraging this.
The lowdown
Take the best of native and embed optimized mobile web to
deliver the rest. Thanks to the improvements in smartphone
and browser technology webview now runs fast and
smooth. Alternatively Phonegap/Cordova is still an option
with trade-offs.
If you don’t need or can’t justify an app then progressive
web apps may be an option. According to Google they are
reliable, fast, engaging and offer a better reach than apps.
The technology standard will also provide a better
foundation for embedded web within apps. Google
Lighthouse is a great new tool for testing.
On the enterprise side, hybrid apps and cross-platform tools
such as Xamarin are growing due to requirements for app
distribution and budget constraints. Since the take-over by
Microsoft we believe Xamarin will dominate this space.
4. TECHNOLOGY | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY

What does it mean for you?
First ensure that the customer experience requirements and use cases
as well as the requirements for the product/service to be delivered on
mobile (and other channels) are clear.
Then choose the right technology. Avoid implementing the same
functionality across web and apps. Instead always consider how the
web services can be leveraged to deliver a good customer experience.
Native-hybrid apps can be a great solution for this. Or skip native apps
entirely and deliver a great mobile web experience using e.g.
Progressive Web App principles.
Challenge your team about whether responsive web really delivers a
sufficient customer experience for mobile users. Especially if
conversion rates and customer feedback are not as good on mobile.
Finally, although budgets for enterprise apps may be limited and
require a certain level of compromise towards hybrid or cross-platform
apps, don’t compromise on UX.
Consider how
web services
can be leveraged
to deliver good
customer
experience
4. TECHNOLOGY | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY

Examples:
4. TECHNOLOGY | 2017 MOBILE TRENDS
SHOE CARNIVAL
Combines the best of native
with the best of web to create a
customer-centric and cost
efficient solution.
ALIEXPRESS
Increased mobile revenue by
55% in the first 6 months after
launch by delivering a fast and
mobile internet-friendly service
complementing the app.
©2015DMICONFIDENTIAL&PROPRIETARY

Perfecto Mobile
By implementing a continuous
integration approach you will
accelerate release cycles and
deliver better quality apps...
today's mobile app development
team needs an integrated
development platform."
“
4. TECHNOLOGY | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY
4.3 Speed Up with DevOps

Competing in a digital world is tough.
Speed to market, agility, ability to fix
issues and keeping up with customer
demand is key to success.
This is especially tough if you're stuck
with legacy systems that require a lot
of maintenance and only get updated
once a year.
Having the right toolchain or DevOps
environment is key to success. DMI
has been developing mobile solutions
for the past 10 years and has learned
this lesson the hard way.
The lowdown
Communication tools are extremely important to DevOps
but don't just implement Slack because a few people ask for
it. Integrate communication tools in the toolchain.
Bi-modal processes and tools are a requirement for legacy
organisations to enable and drive innovation.
4. TECHNOLOGY | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY

What does it mean for you?
If you're competing with startups then get ready to
change the way you work. 2 releases per year will
get you nowhere. Many of our customers now do
one release per month with new functionalities to
keep up with customer demand and competition.
This means shortening release cycles, improving
automated testing and changing the way code
is structured.
Make sure DevOps tools and processes are driven
by product as well as service development needs,
and not just development.
One release
per month with
new functionality
to keep up
with customer
demand and
competition
4. TECHNOLOGY | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY

4. TECHNOLOGY | 2017 MOBILE TRENDS
Example:
©2015DMICONFIDENTIAL&PROPRIETARY
MCH/ART BASEL
3 major releases per year for
events and 9 minor releases
to drive the roadmap,
constantly test with users
and optimize the services.

BIG INNOVATION
FOR INNOVATORS
05

The lowdown
5. BIG INNOVATION FOR INNOVATORS | 2017 MOBILE TRENDS
What's the next big thing?
What will the talk
of mobile world
congress be after
VR, 5G and IoT in
2016?
We have highlighted a couple of
areas that you should be monitoring
even if you don't take any action.
©2015DMICONFIDENTIAL&PROPRIETARY

65% of senior executives face increased pressure to innovate (Capgemini). The
climate now is “disrupt or be disrupted.”
Since 2014 almost every fortune 500 company opened an innovation lab but
are they delivering results?
We’ve been involved with 40+ innovation labs and our observation is that they:
a) are too slow in decision making, processes and delivering results
b) not taking enough risk and focusing on incremental innovation
c) lack integration with core product / service lines of the business
d) not clear what problems the innovation lab is there to solve
In conclusion, they turn into trendy money pits without buy-in
throughout the organization.
We believe that many organizations will re-integrate innovation in the core
product and service areas in 2017. Maybe this is where it belongs but another
alternative is to fix the core issues identified above.
5.1 Innovation Labs are Failing
©2015DMICONFIDENTIAL&PROPRIETARY
5. BIG INNOVATION FOR INNOVATORS | 2017 MOBILE TRENDS

"The first native digital medium for value" - HBR
Since the rise of bitcoins, tech companies and
analysts have spoken about how blockchain
technology will impact banking and fintech.
But there is a lot more to it. We believe there is
strong evidence that blockchain could transform
how business, government and society work.
Blockchain has the potential to radically drop
transaction costs including for digital IP (text,
images, video and audio), the sharing economy,
healthcare (digital medical health records and
medicine), personal data (incl privacy),
knowledge management and IoT with trillions of
daily transactions.
©2015DMICONFIDENTIAL&PROPRIETARY
5.2 Blockchain Outside
Of Fintech
5. BIG INNOVATION FOR INNOVATORS | 2017 MOBILE TRENDS

Companies have used chatbots for 10+ years to
assist customers.
Until now however, they weren't particularly
smart and therefore limited in usefulness. Most
chatbots such as those by Domino's Pizza,
Weather Channel, KLM and Hotels.com have
primarily been for PR and to test the concepts.
We've been writing a lot about AI and chatbots
this year including how to set up your own
chatbot.*
We believe AI assistants will begin to play a
bigger role in customer service, medicine and
education in 2017.
https://dminc.com/blog/you-need-a-chat-bot-to-communi
cate-with-gen-x-and-y/
©2015DMICONFIDENTIAL&PROPRIETARY
5.3 Experiment with AI
Assistants and Chatbots
5. BIG INNOVATION FOR INNOVATORS | 2017 MOBILE TRENDS

The battle for the car is coming.
Tesla already has cars that get upgraded as
often as once per month and sometimes with
major enhancements to the performance and
functionality of the car.
Other car manufacturers are scrambling to
keep up. Apple Carplay and Android Auto were
early compromises to connect the car with
mobile devices.
The next step will be to open up the car for real
innovation by third party developers and
advertisers. HERE is taking a lead in opening
up maps.
Watch this space.
5.4 Appifying the Car
©2015DMICONFIDENTIAL&PROPRIETARY
5. BIG INNOVATION FOR INNOVATORS | 2017 MOBILE TRENDS

WHAT WE SKIPPED
06

Security & Privacy is a topic that was hugely
debated in 2016 and that's why DMI choose to
leave it out of the 2017 Mobile Trends.
6. WHAT WE SKIPPED | 2017 MOBILE TRENDS
©2015DMICONFIDENTIAL&PROPRIETARY
6.1 Security & Privacy

©2015DMICONFIDENTIAL&PROPRIETARY
1. Customer Experience
1.1. Reimagine business in a mobile world
1.2. Greater success with Human-centric design
1.3. Manage the multi-channel challenge
1.4. Customer Centric IoT
2. Big and Small Data Insights
2.1. Solve Problems with Data
2.2. Become a Data Driven Organization
3. Device Innovation
3.1. Smartphone and Gadget Leaders
3.2. Wearables that solve problems
3.3. Industry Leaders in VR and AR
4. Technology
4.1. Winners in the Cloud
4.2. Hybrids & Progressive Web Apps
4.3. Speed up with DevOps
2017 TRENDS SUMMARY
5. Big Innovation for Innovators
5.1 Innovation labs are failing
5.2. Blockchain outside of Fintect
5.3. Experiment with AI Assistants and Chatbots
5.4. Appifying the Car
2017 TRENDS SUMMARY | 2017 MOBILE TRENDS

©2015DMICONFIDENTIAL&PROPRIETARY
Special Contributions
Allen Smith
VP CX & Market Development Nordics
Anthony Pappas
President Brand Marketing Customer Experience
Artemiy Lysykh
Head of Solution Architect
Daniel Karlstrom
EVP Delivery Mobile Application Solutions
Ilaria Piga Serra
VP Marketing Europe
Konrad Gorski
Android Lead
Magnus Jern
Chief Creative & Innovation Officer
Marc Irish
President Omni-Channel Commerce
Michael Eriksson
SVP Market Development Europe & Asia
Per Lagerbäck
Marketing
Thiag Loganathan
President Big Data Insights
Yuri Martins
UI Designer
SPECIAL CONTRIBUTIONS | 2017 MOBILE TRENDS

©2015DMICONFIDENTIAL&PROPRIETARY
Links & References
Slides 9/13 - DMI Blog & White Papers
http://dminc.com/blog
Slide 11 - Lean UX
http://www.jeffgothelf.com/
Slide 33 - The Verge: Apple and Samsung OLED
devices
http://www.theverge.com/2016/8/23/12602538/iphone-2017-r
umors-curved-display-oled
Slide 34 - Forbes: Microsoft Surface phone
http://www.forbes.com/sites/ewanspence/2016/11/24/micros
oft-surface-phone-rumor-leak-ceo-satya-nadella/
Slide 41 - Engadget: Google Daydream review
https://www.engadget.com/2016/11/29/google-daydream-vie
w-mini-review/
Slide 50 - Google: Progressive Web Apps
https://developers.google.com/web/progressive-web-apps/
Slide 54 - Perfecto Mobile: DevOps and Continuous
Integration
https://www.perfectomobile.com/learn/continuous-integration
Slide 60 - HBR: Blockchain beyond fintech
https://hbr.org/2016/05/the-impact-of-the-blockchain-goes-be
yond-financial-services
Slide 62 - Business Insider: HERE Maps opening up
http://www.businessinsider.com/bmw-mercedes-audi-here-ma
p-data-2016-9
LINKS & REFERENCES | 2017 MOBILE TRENDS

This is the 5th
year of the DMI Trends.
Thanks everyone for your contribution.
Thank you!
We want your feedback!
Tell us what you agree, disagree
with or if you want to discuss any
of the topics in the report.
Contact us through our
website, Linkedin, Twitter or Facebook.
©2015DMICONFIDENTIAL&PROPRIETARY