10 trends for startups to watch in 2022 and beyond (Trend 8)

Mobility is everywhere: resources, people, products and services, capital, knowledge, beliefs, opinions and more. Data has become a deluge, information can be shared globally in minutes, and an ever-expanding array of digital media competes for our time. As mobility expands, time is being compressed. Organizations able to manage the dynamics of this mobile time machine will have an advantage.

In 2021 there were almost 15 billion mobile devices operating the world (source: Statista), with over 18 billion expected by 2025. Along with the spread of mobile devices, a whole new generation of “mobile only” consumers has emerged depending on their devices to manage myriad daily activities. This dependency means that demands for faster connections and more secure infrastructure are increasing. The roll-out of 5G worldwide will offer significantly faster connection speeds than 4G, and researchers are already experimenting with 6G which will offer yet more speed and address network congestion.

While the pandemic has, hopefully temporarily, impacted the world’s freedom of movement, people are getting more mobile – often to pursue employment opportunities and higher living standards – fueling rapid urbanisation, with some 68% of people expected to live in urban areas by 2050 (source: UN) versus 55% in 2018. This has also impacted household sizes, which have shrunk in many countries in the last 40 years, with more people than ever now living alone. There has also been a sharp rise in immigrants fleeing conflicts, natural disasters and poverty, a challenge that will be exacerbated by climate change and for which the developed world urgently needs solutions.

Knowledge is increasingly becoming a source of competitive advantage, not just between organizations competing to serve customers and consumers, but also between nations intent on being at the forefront of economic growth and geopolitical power. However, at the same time knowledge is getting harder to protect, particularly as it becomes ever more mobile.

The ability to combine distributed knowledge with small-scale production equipment, e.g. 3D printing, close to the point of consumption will completely change the dynamics of many industries, as well as reducing or even eliminating the need for transportation. Services will be reshaped both by putting knowledge and tools in the hands of consumers and customers to allow them to perform the services themselves cheaply and easily, and by the internet of things which means that sensors and computers can perform services invisibly and efficiently.

Distributed networks and collaboration are also becoming more important than ever in this mobile world and will be increasingly critical for individuals and organisations.

What does this mean for startups?

• Mobile first: With the majority of today’s consumers connecting to products and services through mobile devices, there’s simply no question that your product/service should be mobile ready. Understanding the customer journey to determine at which stages mobile devices are most important will allow you to design and market your product most effectively.

• Use distributed technologies to create value: Mass customisation and personalisation are the “holy grail” for many companies – providing a unique solution to a customer’s unique problem is incredibly valuable but equally hard to do. However, technologies like 3D printing and artificial intelligence are opening the doors to greater customisation, so take the time to see how these could enhance the value your solution offers customers.

• Ensure data security: As knowledge and data are shared across multiple platforms and channels, they need protection. It’s not just about staying on top of cybersecurity and new regulations, organisations also have to think about the impact on intellectual property, where regulations are still catching up with technology advances.

• Embrace multicultural opportunities: As people move around the world, cultures are being shared and in some cases intertwined. Different cultural influences, needs and ways of doing things can offer inspiration for unique products and services. There are also distinct diasporas growing in many countries, which could be attractive as niche target segments, so embrace and explore these opportunities.