I recently attended a Technology of Georgia (TAG) association meeting on alternative payments. The discussion centered around evolving consumer payment behavior and the proliferation of interactive technologies, among other things. Several familiar names kept popping up—Amazon, Apple, Facebook, Google and Paypal. Javelin Strategy refers to these organizations as the Gang of Four (and possibly five). I have used four of the five to make payments, and I’m not alone.

The million dollar question is how consumers perceive trust, innovation and privacy in relation to these brands versus their primary financial institution. In the past year, consumers have shifted away from large financial institutions to smaller community institutions, signaling a sea change. But will 2012 be the year mobile payments truly take hold?

According to Yankee Group, more than 2 billion new users have adopted mobile technology in the past five years. Additionally, the firm projects U.S. tablet sales to total nearly 25 million in 2012 alone. Predictably, flip phones are going the way of the buffalo and smart phone purchases are increasing. I purchased a tablet in the last five years and I’ve been a smartphone user even longer than that. Though I have purchased items with my phone in the past, I’m not entirely ready to ditch my wallet yet in favor of mobile.

A surprising trend among smartphone purchases is the growth in the prepaid market. According to The Stevenson Company’s latest TraQline Wireless report, smartphones are gaining share at a rapid rate in both prepaid and postpaid, and now represent more than 50 percent of all phone purchases.  As a percentage of total cell phone purchases, prepaid purchases have increased 370 basis points from 2009-2011, and now represent 17 percent of total cell phone purchases. The top five prepaid smart phone retailers gained share year over year.

So what does this year hold for mobile commerce? Only time will tell. How you are using your mobile phone today is likely to evolve with the options available. As more retailers make paying by phone an option, it will be interesting to watch consumer adoption rates of this technology.

As another year draws to a close, many of us are looking back at the past 12 months with an eye toward 2012. In the spirit of continual improvement, this is also the time when we begin setting New Year’s Resolutions. As we all know, most of these well-meaning resolutions typically fall by the wayside mid-February. Setting aside the personal, what are your professional resolutions for 2012? I have proposed a few below which we could all benefit from:

1.  Leveraging social media
You recognize the importance of social media and may even have a LinkedIn, Facebook or Twitter account. But are you actively mining your social media channels for opportunities and leads? According to a recent study by Pardot Marketing Automation, 52.5 percent of marketers are spending 10 percent of their marketing budgets on social media activities, with nearly as many stating that 10 percent of their leads come from social media channels. Connecting and engaging in the conversation is key in truly maximizing this channel.

2.  Doing the little things

Want to set yourself apart from your peers and impress others? It really is the little things that make a difference here. Do more than is expected of you internally and externally to set a great example. Show up to your meetings on time or even a few minutes early. Send your business partners an email after hours to let them know you are always thinking about their business. Practice the art of listening, both online and offline and practice repeating what you heard.

3.  Employ the KISS method
In an era of information deluge, it is increasingly difficult to follow the maxim, Keep it Simple Stupid (KISS). Do not call meetings unless you have defined an express purpose and outcome. Following the KISS method means streamlining your interactions and ultimately, giving yourself time to focus.

Developing brand awareness within the defined target media is a given for savvy organizations today. But what about applying that same effort within the analyst community? This oft-overlooked segment of influencers could hold the power to make or break your next deal.  According to the Knowledge Capital Group, cultivating analyst relationships provides the following three primary benefits:

1.       Influencing Sales

While an analyst firm is not likely to recommend or advocate for a particular technology solution, they may include your organization on a short list of companies or give an honest, informed assessment of your offering to interested prospects.

2.       Providing Validation and Advice

Analysts are paid to deliver expert advice—it is, after all, their raison d’etre. However, scheduling a briefing tends to generate discussion, which translates to free advice. From offering advice on presentation structure and content to thoughts on positioning and messaging, analysts can lend validation to your organization’s vision and strategy.

3.       Providing Intelligence
Want to know what your competition is working on? Analysts are one of the great, untapped resources of competitive intelligence because they are also talking with your competition. Of course, this is a catch 22. The same information you share can also be shared with your competition–so be cautious not to share your secret sauce.

Maximize the Interaction

When you’ve successfully secured a briefing with an influential industry analyst firm, the next step is ensuring your spokespeople are prepared to make the best use of everyone’s time. Typically, analysts will request a slide deck 48 hours in advance of the briefing that clearly defines your organization’s value proposition. Most briefings will be 30 minutes to one hour in length, and proper preparation will result in a lively discussion.

With this timeframe in mind, it is crucial to use restraint when developing your presentation—both in the number of slides and the number of words on each slide.  Whenever possible, go with graphics versus text. You want the analysts focused on what you are saying, rather than reading your presentation.

Be Prepared for the Pitch
While an analyst briefing provides an opportunity for an organization to pitch their services, it also is expected that the analyst firm will do the same. Budget five minutes in the discussion for their salesperson to explain their offerings. There is no expectation that an organization briefing with an analyst will engage in a paid relationship, but it is polite to hear them out.

Once the relationship has been established, it is beneficial to keep the analysts informed of any relevant company or service updates. Because analysts lack the equivalent of an editorial calendar, it is helpful to find out what their research agenda looks like going forward—and if your organization may fit into any of the upcoming research topics.