The number of smart-phones in use is expected to double in 2013, adding one billion phones
That wag Anonymous captured the intrinsic nature of making New Year resolutions when she considered a resolution her dog might make: I will not chase that stick unless I actually see it leave his hand!

So it is for many of us that, like the dog, no sooner is the resolution made than it is broken.

Google research report

Google research report

We do this not because of a lack of commitment to bunkum like the “Seven Strategies for Highly Effective New Year Resolutions.” We already know why we make a resolution, and when made, they tend to be specific and often written down. We may even design an environment to support them, narrow our efforts to what is important, focus on the process and forgive our failures! But still, we typically fail at achieving them.

Why is a random point in the time system that man created, so revered as to be the one time that life changing decision are made? New Year’s Day may not be the best of days for this. This snippet is from the movie Bridget Jones’s Diary “…it would be much more sensible if resolutions began generally on January the second” Why? Because “…dieting on New Year’s Day isn’t a good idea as you can’t eat rationally … to ease your hangover.”

No matter what our hung-over intentions are on New Year’s Day, or even our clear-minded soul searching on January the second, for change to happen, we need a compelling reason to make it so. And those reasons present themselves throughout the year, not just at its beginning.

If ever there was a reason to make a resolution during the year, it comes in the startling statistics from the International Telecommunications Union (ITU): 85 out of every 100 people on Earth now have a mobile phone. Yes, this figure includes children, the elderly and people in developing countries.

This mobile phone rate has doubled since 2006. Last century’s outdated technology, the telephone line, has a global penetration rate of just 17 per 100 people, and that has been declining since 2006.

The research also points to remarkable growth in the smart-phone market. The number of smart-phones in use is expected to double in 2013, adding one billion phones to the existing 1.03Bn world wide.

As in many other developed countries, New Zealand has more mobile phones than there are people. Nearly half of those mobiles are smart-phones and their adoption, in preference to simple mobile phones, is increasing by 46% every year.

Why is this news so worthy of making a resolution? Because it represents a significant and rapid shift in how we operate as a society and where business in particular, needs to be focused.

Research in May 2012 by Google revealed that smart-phones have become a central part of our daily lives. Whilst the Google research supports their own marketing imperatives, the results are a signpost for New Zealand businesses.

The research shows that smart-phones are always on and always with the user. They have transformed consumer behaviour by informing our daily lives through social networking, information search and product research. Over half of smart-phone users buy products online at least once per month.

Any business that avoids resolving to do what is needed to participate in this burgeoning mobile market, do so at their own cost. Waiting until the next New Year, may not be wise.

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