The smartphone has moved rapidly from novelty to ubiquity. Over half of all adults worldwide already own a smartphone—and that’s projected to grow to 80% by 2020.
The rise of the smartphone has produced a parallel rise in customer expectations. The first mobile apps were text-heavy miniatures of web pages. Today’s apps are designed specifically for mobile devices and take advantage of the smartphone’s built-in features like the camera and GPS. The next generation of apps will connect across multiple data sources like never before—seamlessly accessing users’ contextual data, business data, and even data from external app ecosystems—to predict and deliver the most relevant information to the mobile user, instantly.