Magnus Jakobsson, DDB Stockholm
Mobile has matured way beyond tech gimmicks. It’s real content, real usability and if it’s just for fun, it’s fun for real. Notable trends as far as tech-gimmicks go were (surprisingly) face recognition/swapping apps, and also swapping the ringtone or answering machine to something else. Trends like these killed themselves merely by being trending. Great content, unique and new usability is the way to go. Everything else is dead, or at most living dead.