The magic of advanced technology: Predicting real-time behaviour & needs via contextual intelligence

This article launches Phase II: New technological capabilities of the Mobile Innovations Forecast (MIF). We will move up the innovation stack not only in coverage, but also methodology. Whereas the Phase I articles analysed quantitative data drawn from the Mobile Technology Index, Phase II articles will take a more qualitative approach based on deep interviews with mobile innovation thought leaders, both within PwC and the industry-at-large.

PwC forecasts that the next phase of mobile innovation will revolve around capturing and modeling the contextual situation of mobile users. Such knowledge will become the primary resource for predictive mobile applications and services that will address mobile users’ needs and desires in near real-time, and often before the users themselves reveal what they want.

As we enter Phase II of the MIF, there will be a series of follow-on articles which will:

  • drill deeper into contextualisation as a technical and organisational concept;
  • explore location and navigation as contextual inputs;
  • examine the role of device sensors and new user interfaces that capture contextual information about the user and her surroundings;
  • focus on ID and security issues affecting people, places and objects;
  • highlight how next-generation networks and computing clouds allow contextual data to be stored and accessed in real-time; and
  • look at how contextually focused services will impact mobile operating systems.

These topics have always been part of the basic mobile technology stack. However, given the shift from communications to computation as the driving paradigm for mobile innovation, PwC expects that the purpose and nature of these technical categories will change dramatically.

To learn more about how mobile computing will impact mobile innovation in the next few years, read or download the full article.


Mobile innovations forecast articles

Published Title Article
07/09/2014 Phase II wrap up: Context as a driving force for mobile innovation View PDF
5/28/2014 The elements of contextual intelligence View PDF
2/19/2014 Virtual context: Connecting two worlds View PDF
1/8/2014 Sensing and making sense: Device and environment underpin contextually aware services View PDF
08/29/2013 The magic of advanced technology: Predicting real-time behaviour & needs via contextual intelligence View PDF
06/17/2013 Phase 1 Wrap up: New data bolsters the general direction of innovation over the next five years View PDF
05/09/2013 Mobile operating system: Smartphones will just get smarter View PDF
03/05/2013 Enabling devices to offer users more natural interaction View PDF
1/17/2013 Image sensor: Steady growth for new capabilities View PDF
12/13/2012 Storage: Quenching the thirst for more View PDF
11/09/2012 Memory: The ever-predictable DRAM path View PDF
10/02/2012 Application processors: Driving the next wave of innovation View PDF
09/12/2012 Infrastructure speed: Watch capital investment in 4G for the next inflection View PDF
07/25/2012 Device connectivity speed: One half of an equation View PDF
07/25/2012 Making sense of the rapid change in mobile innovation View PDF

Mobile innovations forecast

A digital assistant

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Mobile innovations forecast

Sources of contextual data

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Mobile innovations forecast

Integrating physical, virtual, and social information underpins the contextual revolution.


Digital information is the currency of contextual experience.


Where are we? What is around us? Who is around us? Our physical situation is the foundation of contextual intelligence.


More than 'friends lists' and profiles, social applications and services help us make better decisions via the experience and advice of others.

The elements of context

Select one of the three buttons to view how new mobile capabilities create contextual experiences.
       Virtual life
       Physical life
       Social life
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