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Technology drives a business shift

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Users’ relationship with technology is constantly evolving. From the emergence of computers as consumer devices to the growth of the Internet as an information resource and then as a channel for communication and interaction, they have a more personal relationship with technology than at any other point in human history.
It might have seemed that Web 2.0 was final step in the personal technology transition – but then came mobile.
According to the International Telecommunication Union (ITU), at the end of 2011, there were around 6-billion mobile subscriptions. That isn’t just a huge number — it is equivalent to 87% of the global population.
Few technologies since fire can claim that level of adoption. Mobile technology isn’t just a tool for communication. It’s now an information access platform, entertainment option and context sensor. There are almost 1,2-billion active mobile Web users globally, and in developing countries, many users only have Web access on mobile devices.
“The rapid expansion of mobile penetration is more than just an interesting piece of technology trivia. Mobile has fundamentally shifted our expectations of information and communication accessibility. We expect instant answers no matter what we are doing or where we are located.
“We almost constantly broadcast signals about our environment – location, photos and brief messages. Mobility is no longer a luxury; it is an assumption,” says Richard Firth, CEO of MIP Holdings. “Users now spend more time using mobile applications than using the Internet.”
Understanding mobility’s complementary role in business, as well as the importance of a Web 2.0 approach, MIP has ensured that it remains on the cutting edge of its line of business by harnessing the power of these trends.
“Mobility is a complement to existing technologies; it is an opportunity for enhancement. Search isn’t going away because people have smart phones and tablets; mobile provides additional contextual details such as location that can be used to provide more relevant results. This was one of the reasons we added !Waytag to our portfolio,” explains Firth.
He adds that Web 2.0 isn’t fading into the past because users are no longer computing from a stationary location; mobile is opportunity for them to share more and interact more frequently. Mobile has similar implications across almost every type of technology.
Another MIP Holdings company, Itemate, has taken this approach one step further, offering a solution that not only aids telcos in maximising revenue potential by optimising the network product process flow, but providing value-added services that can provide additional revenue streams.
According to Firth, these shifts in the way technology is used and seen are only the beginning, and MIP plans to harness the future by continually evolving its “next generation” approach.
“The rise of smarter machines and systems and the massive increases in processing power will continue to enable increased global interconnectivity. This will put diversity and adaptability at the centre of operations for successful organisations in the future.
“Coming up with solutions and responses beyond those which are rote or rule-based and the ability to operate in different cultural settings are therefore becoming essential to doing business. Our success has proved that this approach makes good business sense,” he concludes.