News Scan: Microsoft's enterprise mobility vision; India invests in mobility; more

>> Cloud-mobile integration key to Microsoft's enterprise mobility vision

Microsoft is focusing on integrating cloud and mobility as the core of its enterprise mobility vision, Brad Anderson, corporate vice president of Windows server and system center, writes in a blog. "Mobile devices come alive and become intensely personal as they consume cloud services, and the cloud fundamentally changes the industry's ability to deliver new value and new capabilities to our customers on a daily basis," Anderson explains. "While personal device use adds complexity to the IT department, we believe that mobility solutions need to act as a unifying force to cover all device types and all use cases," he adds. Read more

[More on Microsoft: Microsoft now owns Nokia's phone business | Microsoft unveils Enterprise Mobility Suite]

>> India invests outsourced IT tech into internal enterprises

After being a haven for outsourced IT for years, India is beginning to use that IT technology and expertise for its own enterprises. For example, mobility has created opportunities for Indian IT leaders to reduce costs, increase productivity and enable business transactions, notes market research firm Gartner. "Swift growth in the prevalence of mobile devices, a decline in their price, and falling data plan costs have the potential to completely transform some business models," says Gartner. Read more

[More on India: Cellular M2M connections to triple in Asia by 2017, predicts IHS | Emerging markets put downward pressure on smartphone prices]

>> User-generated content and mobile marketing on the cheap

Mobile marketers should leverage user-generated and social media content as a way to build brands on a budget, advises Tom Eslinger, worldwide creative director at Saatchi & Saatchi. In a Mobile Marketer article, he cites his firm's work with Lexus, in which they encouraged consumers to take photos of their Lexus and post them on Instagram--photos that were turned into a video. "Those are the kinds of things that although it's not something we built for mobile, we built it with mobile, and it was completely powered by social," says Eslinger. Read more

[More on mobile marketing: Pepsi shuns Android | Facebook thanks mobile for ad revenue boost while Google struggles]

>> Number of tablets with mobile broadband subscriptions will explode

Tablets with mobile broadband subscriptions will grow more than five times in the next five years, reaching 247 million subs in 2018, up from 45 million last year, predicts Strategy Analytics. 4G LTE will be the broadband network of choice, accounting for 92.4 percent of all tablet subscriptions by the end of 2018. For the United States, 50 million tablet subscriptions will be added in the next five years. In the first quarter of 2014, Verizon Wireless, Sprint and AT&T combined added nearly 1.5 million tablet subscriptions, according to Strategy Analytics. Read more

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>> Mobile data traffic will increasingly be offloaded to Wi-Fi hotspots

The number of Wi-Fi hotspots globally is forecast by ABI to reach 10.5 million in 2018, up from 4.2 million last year. The Wi-Fi hotspots will be used primarily as a way to offload mobile data traffic. "The mobile data growth has boosted the build-out of Wi-Fi hotspots, as it is expected that the global mobile data traffic will grow to 190,000 petabytes in 2018, from 23,000 petabytes in 2013. Wi-Fi helps to offload 3G/4G mobile Internet users to Wi-Fi networks, which is a more cost-effective method for both mobile carriers and mobile users," says ABI research analyst at Marina Lu. Read more

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