Will 2011 be the year that we see that the iPhone had no clothes?

I have spent most of this year questioning just how smart a phone is an iPhone. In my opinion it is neither smart or a phone. Its success can be put down to the fact that Apple have managed to create a massive buzz around it. A mixture of celebrity endorsement alongside massive advertising campaigns has made the device wanted by the public but does that make it a good phone?

To my mind the problem with the iPhone is that the App Store has failed to maintain innovation and the refresh of a new OS which saw Steve Jobs push facetime ™ as the new way to communicate show that Apple has grown tired. The Company seems to be pushing development in the area of the App Store with the focus on the iPad and Apple TV rather than making significant progress with phones. If I were a shareholder of Apple stock I would be asking when can we expect to see a similar diversity in form factor for phones as we see in iPods? What is the company doing to improve the quality of phone calls?

I accept that in some markets the iPhone has been very successful. However the same was true of Motorola with a number of handsets and look at them now. I am sure that for some the fact that you see so many with an iPhone has taken the luster off the product. A number of those I know who are currently using an iPhone 4 acknowledge that they have two-three old iPhones at home having upgraded as each new machine is released. Yes I know that the same can be said for Blackberry Users or Nokia fans but the buzz around them is not as loud.

Ask Motorola about how fast the consumer can turn and you will be told that the abandonment can be faster than the celebrity status of a contestant in Big Brother. I think that Apple will play a significant part in the mobile device market for quite some time. I do not think that the product will be a phone however. As consumers we tend not to converge on a single device but rather diverge. As consumers become more knowledgeable about costs and experiences they also demand more. The novelty of the App has long past for most of us and so we are looking at the utility of our devices.

The combination of living in the Cloud and the iPad means that I can now work without my MacBook Pro for most client engagements. Thus I carry a device that allows a better user experience than an iPhone when it comes to watching video, reading books/papers or casual web surfing. As I become someone who carries multiple mobile devices rather than have a mobile subscription for each I have bought a mifi dongle for those times when wifi is not available free of charge (my ISP gives me free access to hotspots as part of my service.)

So will Apple surprise us with an iPhone Nano; will we see HD Voice available on the iPhone 5 or will the iPhone become a museum exhibit? I think that Apple are focused on the revenue streams from the iTunes store and thus we may never see an iPhone7 as the exit the phone business.

So where in the centre of the mobile universe?

Spent an enjoyable couple of hours today putting the world to rights with some guys I respect in the mobile ecosystem. After joking about now nothing can work unless it's invented by Steve Jobs and comes via an App we turned to trends developing now. Both said that they are considering relocating to San Francisco as at this moment it seems to be the centre of influence as to where Mobile is going. They say that at this moment it is where the money and brains are.

But wait is that true?

I fear that they may be drinking the wrong type of Kool-aid. Whilst at this moment in time everyone feels that the mobile industry rotates around planets Apple and Google these are bubbles similar to the property and internet hype. The risk is that the centring of focus in the Valley will limit the view of demand.

When it comes to adoption has the rise of the App been as successful as SMS, Voice Mail or Ring Back? Will history judge the iPhone and Android as nothing more than a ringtone?

If I were to start a new venture then my investment would be in machine-to-machine and/or mobile healthcare. Given that I would want to develop relationships that enable me to build and exit a business is the Valley the best hub? Should I chose to relocate could I cope with Americans claiming that they rule the mobile industry when they have no understanding of the global standards, have yet to come to terms with the pre paid market because of the idiosyncratic payment system in the US of receiver pays and coverage of mobile networks is patchwork?

But where would I set up?

Europe is fragmented with many small sites offering expertise when it comes to hardware/software/services but does not have the access to finance needed to develop start-ups.

India has lots of Engineers but does not seem to have the ethnographers needed to offer a usable interface. It would be like returning to a Motorola Razr, wonderful to look at but a disappointment to use on a daily basis.

Japan offers money, wonderful networks and engineers looking to develop things people will use. However very few make call on a phone and so what we see is pocket computers as we head towards the cloud.

Where would you set up to have the best chance of success?

Sorry I have been quite

It has been some time since I have posted anything.

The reason is that I have become more and more frustrated with the fixation that the answer is the iPhone for all things that are wrong with the mobile phone market. Just as Motorola got it wrong with placing all its eggs in one basket trusting everything to Apple is flawed.

Those that ask, what about Android? Have to understand that Google is just another walled garden and it to is flawed for other reasons.

The fact that both of these handset developers see the future as about the power of the App store highlights the failure to understand the ecosystem that is the Mobile Phone Industry. Observe the clamour of Vodafone Shareholders looking for the fire sale of minority equity assets to see the bonfire of the vanities.

Google does not seem to understand the timeframes the Industry operates under.

Apple sees life in a binary format of winners and loser which risks seeing the foundations crumble under them. As a futurologist I read the tea leaves for Apple as potentially pulling out of the phone market. Recent developments with the iPad, iPod and Apple TV could all point to no iPhone6. If the App store was the answer look for the BBC News app on the OVI and ANDROID stores it will not be the same one developed by Fjord for the iPad.

Nokia have replaced the CEO as he was unable to develop a handset that would kill the iPhone. As Apple is a very small rival and the real fight is with Blackberry his focus was on the right place. Yes fire him because he did not stop the rise of RIM but not for the lack of a high end handset that fails to complement the ecosystem.

If you fail to understand the need to support the ecosystem what you face is failure of the infrastructure. If Vodafone cannot see a return on the investment for new base stations why are they going to build them?

Once Mobile Networks employed anthropologists and sociologists to understand customer needs and develop products. Now they live on Internet Time which works on open development with Darwinian evolution. Evolution is difficult when the search methodology is a top ten list rather than accurate indexation with a standard taxonomy.

This post is me letting off steam. I might come back and develop some of the observations above or I might lie in a dark room and listen to whale music.

So Just what are you developing for the App Store?

Terence Eden's presentation at MoMo London was interesting for the fact that he highlighted that the biggest selling handset in Europe last year was a Nokia 6300 and Globally it was also a Nokia 1100. Neither of the handsets are Smartphones however they are purchased by Networks to give to subscribers these handsets when compared to a Smartphone are positively basic.

Given that fact what should you be developing? Perhaps we need to look at using the assets of the Mobile Network to overcome the lack of power in the handset? Alternatively we could look at services rather than applications and look at partnering with Transit Systems and Banks to introduce ticketing and payment solutions?

What is going to stop you is the fact that success requires those within the Mobile industry to understand that it is an ecosystem. When we have an ecosystem then we can operate as a federation with a Thought Leader shaping requirements then Networks and Service Providers publishing Application Profile Interfaces that will open platforms to as many as possible. Whilst for those of us in the Mobile Industry this might seem a utopian dream and to Regulators sound lie a classic cartel, it has been done in the US with Mobile Banking.

A review of Mobile Banking in America will show that the Banks have invested millions in advertising the service in mainstream media, three of the four Networks have opened up there platforms. The result is that one in five phone owners have done some form of mobile banking in the last year. Over 200 companies have developed solutions for Banks. Wells Fargo has 28 different Mobile Banking solutions that range from simple text to complex java for Blackberry and iPhone. The usage of Mobile Banking is feed back to help understand the progression from simple transactions to peer-to-peer payments.

Having seen the Sandboxes set up by European Mobile Networks and Handset Vendors I fear that what is on offer is a range of islands rather than walled gardens. The problem is that the water between each island could be cold and have strong currents and the maps to navigate between them look like some from the dark ages rather than GPS satellite renderings.

Should I want to be a developer I would seek access to the HLR, I would want detailed APIs and microsegmention of the customer base with trends recorded over the last four to six quarters. I would want to be able to offer firmware updates to customers so that the handset is capable of operating at its optimum.

This is where the problem of any App Store makes them likely to fail. The Mobile Networks thanks to fragmentation in the legacy systems do not have the information I need and so any application launched is little more than a live experiment. If you own a Mobile Network and you want to use the intellect of others to service your Customers needs can you please invest in a Service Delivery Platform that covers the whole of your base and publish all of your Interfaces?

Cometh the hour cometh the man.

Sitting to write my Predictions for 2009 for clients and I am struck by how disjointed the Mobile Industry is. Over the last year I have heard to oftan from Senior Executives the phrases "Bypass the Networks to get to the Consumer" and "X are Parasites after our Customers for free". To me this demonstartes limited understanding of the Ecosystem that has evolved over the last 25 years. It also forces me to ask who is the Figurehead for Mobile? The PC industry had Bill Gates, the Internet has John Chambers but who do we have?

2009 looks like a hard year for most, which will require cooperation from all if we are to survive the storm. To limit the losses and maintain progression someone needs to look at the WHOLE industry and see that if we are to deliver on its potential it at last needs a genuine leader. That person will have to have an understanding of the HISTORY of all in our Industry and see that we now face the third inflection point which means that it is no longer about a single player controlling the market but rather an ecosystem that requires all to be healthy. Once they understand where we have come from they will need to understand what we could achieve so that they can start to work on what will need to change to get there.

A Figurehead will be able to talk with the Mobile Networks, Infrastructure Makers, Handset Manufacturers, Software House and those who provide the Content and build a Federation that is capable of taking us forward. They will understand that in most countries Mobile is one of the Top 5 industries when it comes to share of the GDP and so will be able to talk with Politicians and Regulators to reassure that they are not forming a Cartel. If we can find our Champion they will be someone with the vision to grow the sector 10-15 fold over the next five years.

As our Champion they will need to talk with the Press in such a way that they explain how we have come so far so fast, the focus will not be on the gadgets but rather the the impact on people's lives and the benefits mobile have brought. It cannot be about the technology, too many of the Engineers in mobile grew up watching Star Trek and have devoted themselves to fulfilling what they saw on the TV. They will need to speak in Parables that educate and evangelise just what an impact the mobile has had in twenty short years. We have the potential to make the mobile phone THE remote control for life, but do we have the person who can deliver that prospect?

Talking to the Industry, he will need to be able to insure that the future is about mutual benefit rather than a zero sum game. A Mobile Phone Network might need to pay over the odds for base stations but the Equipment Manufacturer will have to deliver software that works to open application interfaces so that handset and services work on the equipment without the need to new firmware. Handset Manufacturers will need to understand that the days of milk and honey are over, they need to adopt global standards that allow developers to reach customers and thus stimulate usage. When it comes to selling applications there needs to be a better store than Apple, Google, Handango or Vodafone have managed to build so far. Handset Manufacturers need to better understand and work with component suppliers, now is not the time to destock but rather invest, a Chipset manufacturer needs a return on their investment or they will stop innovating the cost base does not work on a networking effect.

With a Champion for Mobile we will have someone who in Private can bang heads so that all can benefit and in public sells the Industry to the World. It has worked for the PC and the Internet the most successful with such a model has to be the Catholic Church. The CEO's of all the Major Players could form a "house of Cardinals" just do not let them ellect a leader. Those I currently see at the top of the tree lack the knowledge or charisma to be a Champion, as they are the second generation of leaders in the sector they do not have the understanding of the level of cooperation rather than competition needed for ALL to progress.