Many of us like doing things on our own without having to resort to talking to someone. This is especially true for men. We don’t like asking for directions, correcting the data settings on our mobile, fixing the bicycle or car, calling a restaurant to book a table, etc. Therefore mobile customer service and especially selfcare will explode during 2012. Already a whopping 78% of the people who responded to a survey by ClickFox reported using mobile apps for customer service. Types of apps that are most used for customer service? Mobile banking at 30%, followed by travel at 26%, and dining at only 16%. Utility companies (electricity, water, gas, telecom, etc) are missing out, with 60% of the respondents saying they never use mobile apps to handle utilities – but 77% would find utility apps useful.