Several years ago, when we started the Mobile 2.0 project at the Mobile Life Centre in Sweden, I identified the web as the mobile platform of the future. This was before the HTML5 standard had started to become formulated - in fact, it was even before the iPhone and app craze that we are currently seeing! At that stage, mobile development was a total mess, with hundreds of competing phones and no unified channel for users to get access to mobile services. I argued that in the future, emerging web mobile standards will allow you to pull in hardware and sensing features like location, accelerometer and camera, and mix it up with online resources like authentication, maps and media. I called this the age of the mobile mash-up.
In Grounded Innovation, the final chapter points to a future where new interactive services are released quick and easy and iterated fast on the mobile web, in a way that the current OS and app-centric world does not allow. It will also become possible to make personalized web services for a small number of users - what I call hyper-customization. As more and more platforms like Cocktails become available, and as the current app-centric mobile development community migrates to the web, I am confident we will see of these mobile mash-ups making a large impact on the world.