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Gartner:Context-awaretechnologiesnextstepbeyondlocal,socialbyAlexLeslieOctober24th,2011Astelcosaimforpersonalization,locationpluscustomercontextmayyieldtheapproachtheyarelookingfortheanswer.Butfactorinregulationandprivacyconcernsanditcouldmeanlongdelaysaswell.HYPERLINK"http://www.gartner.com/it/page.jsp?id=1827614"Gartnerpredictsthatcontextawaretechnologieswillimpact$96billionofworldwideconsumerspendingby2015.Definingcontextawaretechnologies,WilliamClark,researchVPatthecompany,saidthatcontext-awarecomputingishownewexperiencesareconstructedthatmixinformationfrommobile,social,digitalandphysicalworldsources.Technologyshifts,includingtheemergenceofmodel-drivenapproachestosecuritydetectionandprevention,aswellastheconvergenceandnormalizationofadvertisingacrossTV,game,webandmobileenvironmentswilldrivecontext-awarecomputing–whichcoulddisruptmanyexistingmarkets.Theadvanceduseofpersonalinformationincustomizinguserexperienceswillalsoattractgovernmentinterest,saidClark,ascommunicationsprovidersarescrutinizedforusingprivateinformation.TheeffectofthiswilldifferregiontoregionandEuropeislikelytobeattheforefrontinregulatingtheuseofcontextualinformation,accessandcontrol.Gartnerbelievesthatby2015,40percentoftheworld’ssmartphoneuserswillopt-intocontextservicesthattracktheiractivities.Bythattime,morethan15percentofallpaymentcardtransactionswillbevalidatedusingcontextinformation.Thisequatestoalmostthreequartersofabillionpeopleandby2015smartphoneadoptionofiOS,Android,WindowsPhoneandotherplatformswillstandatmorethan1.8billionpeople.Againstthesestatistics,apanelattheGartnerSymposium/ITxpoconsideredtheotherfactorsthatwilldrivecontext.Already,Facebookandothersocialsiteshaveanuntappedwealthofknowledgeaboutitscustomerbase.By2015,accordingtoGartner,serviceproviderswillbeinapositiontoprovidethe‘thelastcontextualmomentofchoice’andcontextproviderswillbeabletouselocationasafoundationtoallowthemtoredefinehowconsumerssearchandpayforproductsandservices.Contextprovidesafoundationfortheemergenc
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