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BizReport : Mobile Marketing : September 01, 2011

Hotspot use to climb as mobile data consumption increases

According to data from In-Stat, the hotspot marketplace will hit 120 billion connections by 2015, and will continue to be driven by Wi-Fi and broadband usage. By 2013 more than one million hotspot venues will be available worldwide with transportation and convention centers responsible for about 30% of connections; most people using hotspot connections are on laptops. One of the largest hotspot venues will be Asia-Pacific.

by Kristina Knight

hotspot.jpgAlready consumers are logging on more frequently from mobile devices. The latest comScore numbers have 70% of mobile users texting, 41% using browsers and 40% downloading apps. Nearly one-third are also accessing social networks. Browser use, app downloads and social access all require hotspot usage, for those not luck enough to have 3G access.

"Now over a decade old, the market is still undergoing significant changes in usage and business models," said Amy Cravens, Senior Analyst, In-Stat. "Wi-Fi hotspots have become a service used to attract customers to other product offerings, rather than a standalone offering. Whether the product is broadband, mobile service, or a cup of coffee, Wi-Fi is being layered on top of core offerings as a competitive differentiator."

As for some of the things consumers are looking for as they connect remotely: images. Whether scanning QR codes from mobile devices, shooting pictures and then uploading them for information or grabbing a barcode image, using augmented reality to get information mobilly is a growing trend.

To that end, Junaio has released their SCAN function, which allows users to take a picture of nearly anything, upload it to the Junaio platform and receive information about it - from QR and bar code scanning to using images of food to obtain recipes or taking a picture of artwork to get artist information, consumers are finding more ways to use mobile devices on a daily basis.

The SCAN release is available for consumer and developers to use, which may open augmented reality even more. Using SCAN a brand could attach assembly instructions for furniture, ingredients lists for a new dish or use a QR or barcode to get movie times, trailers and other information.

Tags: comScore, In-Stat, Junaio, mobile consumption, mobile content, mobile marketing

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