IDC Briefing

Danielle Levitas opened the day's formal presentations looking at "What's Next for Consumer IT? Spending and Attitudes in 2015 and Beyond." Since 2010, usage has gained in usage. The only format where phones do not outstrip everything else is streaming. Mobile first is trending toward mobile only.

The market value of mobile devices is just the tip of the financial iceberg. For every dollar we spend on a phone, $1.73 is spent on related services.

Security and integrity of personal information continue to be primary concerns. Users are often willing to trade personal data for an improved experience. People often conflate trust in the phone manufacturer with the reliability of a specific site. Moving forward will not be a linear progression, as security and enhanced user experience are balanced against each other.

John Jackson addressed the issue of "Delivering Consumer Value in the Mobile App Economy." Mobile apps are changing the way we consume digital services. This changes the ecomomics of service access and service distribution.

Revolution #1, the app-ification of everything, was accomplished by 2015. We all have smartphones. Anything a user wants to do can be done in an app. App download momentum is falling off, probably because most users have downloaded what they revolution want. The Freemium model provides a solid revenue model. Ten percent of users support the app. Advertising p

Revolution #2, app architecture is changing the epicenter to the application doma

Fireside Chat with Jane Schachtel of Facebook

Global Head of Mobile Technology & Strategy

IDC sought an external speaker. Facebook was a particularly relevant choice. Jane noted that mobile is not a platform: it is a behavior. As a technology becomes mature, customers' expectations rise. Jane sees the unification of a user's profile across all the devices s/he uses. Better data management will lead to better analytics and a better, more personalized user experience. Users under 30 are notably willing to share information. As the market matures, social networks need to work harder at personal relevance while maintaining security. With 1.3 billion users, Facebook must work with a wide spectrum of sophistication in managing one's personal experience.