The mobile app sector will feature a move towards HTML5, a greater focus on monetisation and a second wave of innovation around augmented reality in 2012, according to experts who spoke to Mobile World Live ahead of this year’s Mobile World Congress.

David MacQueen, director of wireless media strategies for Strategy Analytics, said there will be a transition towards HTML5 as developers build software for a broader range of phone manufacturers and platforms. CEO and co-founder of INQ Mobile, Ken Johnstone, agreed that HTML5 will have a greater impact in 2012. “I think HTML5’s going to be really interesting from a media consumption point of view. It’ll make life a lot easier for cross platform work,” he said.

Nuno Goncalves Pedro, managing partner for Kii Capital, meanwhile said a drive for monetisation will be a feature in the apps space in 2012, as developers increasingly look beyond the classical premium and basic advertising models.

Independent consultant David Pringle believes augmented reality could also become more significant in the apps space in 2012. With the previous wave of excitement not being matched by the available technology, 2012 could see a new flurry of interest.

“I think we’re going to get to a stage where the processes and the handsets and the connectivity is fast enough to make augmented reality very compelling. I think that’s potentially a big area of innovation in 2012,” he said.

More generally, CCS Insight director of operator strategy for applications and content Paolo Pescatore said he expects 2012 to be a “phenomenal” year for the apps market as the software becomes part of consumers’ considerations when buying phones.

“I think if you’ve seen some of the key factors that people look to when actually deciding which handset to purchase, increasingly now, they’re looking towards apps. And there are certain apps that people want to have on their phones,” he said.

INQ Mobile’s Johnstone added that he expects there to be continued investment in the apps space. “I think it’s going to be the place to be watching for the next few years,” he said.

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