BARCELONA IN A BAR / ANGUS ROBINSON
INTRODUCTION2   BARCELONA IN A BAR - ANGUS ROBINSON
INSERT IMAGE IN BACKGROUND             MAKE SURE IT FILLS THE SCREEN 100%3   BARCELONA IN A BAR - ANGUS ROBINSON
INSERT IMAGE IN BACKGROUND             MAKE SURE IT FILLS THE SCREEN 100%4   BARCELONA IN A BAR - ANGUS ROBINSON
INSERT IMAGE IN BACKGROUND             MAKE SURE IT FILLS THE SCREEN 100%5   BARCELONA IN A BAR - ANGUS ROBINSON
THEMES6   BARCELONA IN A BAR - ANGUS ROBINSON
INSERT IMAGE IN BACKGROUNDTHINGS HAVE  MAKE SURE IT FILLS THE SCREEN 100%NEVER MOVEDTHIS FAST, ANDWILL NEVERMOVE THISSLOWL...
UNTETHERED                                            POSSIBILITIES                                          Untethered   ...
Test and learn                             methodologies                          Rate of change and                      ...
INDUSTRY     POTENTIAL         Big jump in global          optimism for the            mobile industry                INSE...
INDUSTRY     POTENTIAL          NFC connectivity          and its impact on          POS transactions                 INSE...
INDUSTRY     POTENTIAL              Acceleration of              connections by                        2015               ...
INDUSTRY     POTENTIAL     Mobile broadband is       becoming the real      driver of innovation                 INSERT VI...
Adaptation to rate                          of change                               Confluence of                         ...
FIVE CONCEPTS                          FOR 2012      INSERT IMAGE IN     1. Brand Purpose       BACKGROUND                ...
Disaster Recovery and                       Rapid Response                                Impact on economies is          ...
UNTETHERED                                           POSSIBILITIES17   BARCELONA IN A BAR - ANGUS ROBINSON
UNTETHERED                                           POSSIBILITIES18   BARCELONA IN A BAR - ANGUS ROBINSON
Blur. Speed and overlaps          Cameras                           Apps                                                Te...
23   BARCELONA IN A BAR - ANGUS ROBINSON
24   BARCELONA IN A BAR - ANGUS ROBINSON
25   BARCELONA IN A BAR - ANGUS ROBINSON
26   BARCELONA IN A BAR - ANGUS ROBINSON
27   BARCELONA IN A BAR - ANGUS ROBINSON
28   BARCELONA IN A BAR - ANGUS ROBINSON
DEVICE                        INNOVATION                  What is a mobile device?                                        ...
Omnichannel thinking                        Campaigns that are                                                            ...
Omnichannel thinking                        Campaigns that are                                                            ...
SIMULTANEOUS            CONSUMPTION40% of Tablet owners watch TV with                                            INSERT IM...
DEVICE &            MEDIA        TETHERING     Viggle is a loyalty and                                            INSERT I...
Omnichannel thinking                        Campaigns that are                                                            ...
COKE        Put a Coke in arms reach of                               desire      Mobile is the enabler of desire         ...
Omnichannel thinking                        Campaigns that are                                                            ...
COKE CHOK Fully integrated TVC and mobile                phone experience                                            INSER...
CORNETTO                                      Love sparks              Key location decision and                          ...
Omnichannel thinking                        Campaigns that are                                                            ...
Need for integrated monitoring and                    decision making. Privacy, reliability?           Everything that has...
CONNECTE     DECONOMY       Connected devices        and opportunities         across all major                  INSERT VI...
Cars communicate with                                           dealers, update status,            Connected cars are a   ...
CONNECTED                          VEHICLES      Connectivity - deliver consistent       quality of service across entire ...
Smart Grids                                           Utilities                                                           ...
COPENHAGEN                  WHEEL       Transforms normal bikes into                     hybrid e-bikes     Captures energ...
Foursquare and                                                                      Underlying data is the                ...
FACEBOOK                   OPENGRAPH        Facebook should have been a                         mobile app       Open Grap...
FOURSQUARECheckins are a means to an end          Foursquare wants to be the          Google Analytics of the real      IN...
VISION 2020     »    2012: HD, NFC, quad-core devices, embedded devices, web applications, tablet based          augmented...
INSERT IMAGE IN BACKGROUND              MAKE SURE IT FILLS THE SCREEN 100%NOMOPHOBI    A51   BARCELONA IN A BAR - ANGUS RO...
BARCELONA IN A BAR / ANGUS ROBINSON
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Barcelona in a Bar

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Head of Mobile, Angus Robinson, on the trends from the Mobile World Congress 2012.

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Barcelona in a Bar

  1. 1. BARCELONA IN A BAR / ANGUS ROBINSON
  2. 2. INTRODUCTION2 BARCELONA IN A BAR - ANGUS ROBINSON
  3. 3. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%3 BARCELONA IN A BAR - ANGUS ROBINSON
  4. 4. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%4 BARCELONA IN A BAR - ANGUS ROBINSON
  5. 5. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%5 BARCELONA IN A BAR - ANGUS ROBINSON
  6. 6. THEMES6 BARCELONA IN A BAR - ANGUS ROBINSON
  7. 7. INSERT IMAGE IN BACKGROUNDTHINGS HAVE MAKE SURE IT FILLS THE SCREEN 100%NEVER MOVEDTHIS FAST, ANDWILL NEVERMOVE THISSLOWLY AGAINPer Sundin – Universal Music7 BARCELONA IN A BAR - ANGUS ROBINSON
  8. 8. UNTETHERED POSSIBILITIES Untethered Possibilities8 BARCELONA IN A BAR - ANGUS ROBINSON
  9. 9. Test and learn methodologies Rate of change and change itself Impact on consumer behaviour Untethered possibilities Scale of industry and opportunity Technology advancements Key industry opportunities and innovation9 BARCELONA IN A BAR - ANGUS ROBINSON
  10. 10. INDUSTRY POTENTIAL Big jump in global optimism for the mobile industry INSERT VIDEO HERE10 BARCELONA IN A BAR - ANGUS ROBINSON
  11. 11. INDUSTRY POTENTIAL NFC connectivity and its impact on POS transactions INSERT VIDEO HERE and proximity11 BARCELONA IN A BAR - ANGUS ROBINSON
  12. 12. INDUSTRY POTENTIAL Acceleration of connections by 2015 INSERT VIDEO HERE12 BARCELONA IN A BAR - ANGUS ROBINSON
  13. 13. INDUSTRY POTENTIAL Mobile broadband is becoming the real driver of innovation INSERT VIDEO HERE and economic empowerment13 BARCELONA IN A BAR - ANGUS ROBINSON
  14. 14. Adaptation to rate of change Confluence of technology advancements Social media and empowered consumers. The Next wave Global economic first screen recovery Advertising and marketing Emerging markets innovation becoming significant enough for global interest14 BARCELONA IN A BAR - ANGUS ROBINSON
  15. 15. FIVE CONCEPTS FOR 2012 INSERT IMAGE IN 1. Brand Purpose BACKGROUND 2. Mobilization MAKE SURE IT FILLS THIS SPACE 100% 3. Social by Design 4. Propagation Planning 5. Devolution™15 ENTER THE DRAGON
  16. 16. Disaster Recovery and Rapid Response Impact on economies is significant Drive to get smartphones into Humanitarian & the market. Airtel. economic impact Impact of focus on technology. Estonia. True focus on economic growth. Next billions. Urbanisation16 BARCELONA IN A BAR - ANGUS ROBINSON
  17. 17. UNTETHERED POSSIBILITIES17 BARCELONA IN A BAR - ANGUS ROBINSON
  18. 18. UNTETHERED POSSIBILITIES18 BARCELONA IN A BAR - ANGUS ROBINSON
  19. 19. Blur. Speed and overlaps Cameras Apps Technolog y Processors HTML5 and Operating Networks Systems22 BARCELONA IN A BAR - ANGUS ROBINSON
  20. 20. 23 BARCELONA IN A BAR - ANGUS ROBINSON
  21. 21. 24 BARCELONA IN A BAR - ANGUS ROBINSON
  22. 22. 25 BARCELONA IN A BAR - ANGUS ROBINSON
  23. 23. 26 BARCELONA IN A BAR - ANGUS ROBINSON
  24. 24. 27 BARCELONA IN A BAR - ANGUS ROBINSON
  25. 25. 28 BARCELONA IN A BAR - ANGUS ROBINSON
  26. 26. DEVICE INNOVATION What is a mobile device? INSERT IMAGE IN Always on. Rings. In your pocket. BACKGROUND Waterproof devices – this really is MAKE SURE IT FILLS mobile everywhere THIS SPACE 100%29 BARCELONA IN A BAR - ANGUS ROBINSON
  27. 27. Omnichannel thinking Campaigns that are not integrated are dead in the water (Roth – IPG)The power of multiplayer Integration Device tetheringMobile is not a separate channel Digital budgets must take from other channels (Daly – Coke) 30 BARCELONA IN A BAR - ANGUS ROBINSON
  28. 28. Omnichannel thinking Campaigns that are not integrated are dead in the water (Roth – IPG)The power of multiplayer Integration Device tetheringMobile is not a separate channel Digital budgets must take from other channels (Daly – Coke) 31 BARCELONA IN A BAR - ANGUS ROBINSON
  29. 29. SIMULTANEOUS CONSUMPTION40% of Tablet owners watch TV with INSERT IMAGE IN their device BACKGROUND eBay mobile App displays inventory MAKE SURE IT FILLS associated to TV show being watched THIS SPACE 100%Mobile has the ability to link moment and emotion Every other media channel must be mobilised (Roth – IPG)32 BARCELONA IN A BAR - ANGUS ROBINSON
  30. 30. DEVICE & MEDIA TETHERING Viggle is a loyalty and INSERT IMAGE IN rewards app that BACKGROUNDencourages users to check in to and share TV shows MAKE SURE IT FILLS HBO GO THIS SPACE 100%33 BARCELONA IN A BAR - ANGUS ROBINSON
  31. 31. Omnichannel thinking Campaigns that are not integrated are dead in the water (Roth – IPG)The power of multiplayer Integration Device tethering‘First moment of truth is movingto mobile’ Digital budgets must take from(Jay Altshuler - Unilever) other channels (Daly – Coke) 34 BARCELONA IN A BAR - ANGUS ROBINSON
  32. 32. COKE Put a Coke in arms reach of desire Mobile is the enabler of desire Recognise consumers will INSERT IMAGE IN integrate phones into their buying process. Phone in one hand Coke BACKGROUND in the other Have significant own media in MAKE SURE IT FILLS packaging and coolers THIS SPACE 100% Contemplated true role of mobile for Olympic campaign Fully integrated, complicated and applicable globally35 BARCELONA IN A BAR - ANGUS ROBINSON
  33. 33. Omnichannel thinking Campaigns that are not integrated are dead in the water (Roth – IPG)The power of multiplayer Integration Device tetheringMobile is not a separate channel Digital budgets must take from other channels (Daly – Coke) 36 BARCELONA IN A BAR - ANGUS ROBINSON
  34. 34. COKE CHOK Fully integrated TVC and mobile phone experience INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THIS SPACE 100%37 BARCELONA IN A BAR - ANGUS ROBINSON
  35. 35. CORNETTO Love sparks Key location decision and selection INSERT IMAGE IN Dial an IVR BACKGROUND Use numbers to navigate MAKE SURE IT FILLS Reward players THIS SPACE 100%38 BARCELONA IN A BAR - ANGUS ROBINSON
  36. 36. Omnichannel thinking Campaigns that are not integrated are dead in the water (Roth – IPG)The power of multiplayer Integration Device tetheringMobile is not a separate channel Digital budgets must take from other channels (Daly – Coke) 39 BARCELONA IN A BAR - ANGUS ROBINSON
  37. 37. Need for integrated monitoring and decision making. Privacy, reliability? Everything that has current flowing through it should be connectedSensors, gauges, meters, (Lurie – ATT)appliances monitoring ConnectedMovement, consumption, economychanges, preferences If something could benefit from being connected, it should$1tn business opportunity be connected (Vestberg – Ericsson)by 2020 Embedded technology will drive the next wave of connectivity – to 24bn by 40 BARCELONA IN A BAR - ANGUS ROBINSON 2020
  38. 38. CONNECTE DECONOMY Connected devices and opportunities across all major INSERT VIDEO HERE industries41 BARCELONA IN A BAR - ANGUS ROBINSON
  39. 39. Cars communicate with dealers, update status, Connected cars are a books service, updates key component of the calendar Smart Grid. EV cars are Find better ways to useless without make use of cars. connectivity More computing power and sensors than PC’s and Automotive smartphones Threat of global gridlock by 2050 moving from 1bn 100m cars sold every cars to 4bn cars year. 20% are connected. But, only 5% Ford has an SDK for developers to of 1bn cars are currently use voice and buttons for app connected control43 BARCELONA IN A BAR - ANGUS ROBINSON
  40. 40. CONNECTED VEHICLES Connectivity - deliver consistent quality of service across entire journey INSERT IMAGE INPlatforms - a stable, flexible platformessential for development and future BACKGROUND management of products and services, infotainment plus billing MAKE SURE IT FILLS platform THIS SPACE 100% Content and Apps and Services - innovation partnership and opportunity for content developers and providers. Weather, travel, flights, taxis, traffic, parking, health44 BARCELONA IN A BAR - ANGUS ROBINSON
  41. 41. Smart Grids Utilities Reduce emissions by 20% by 2020 Emergence of municipality apps45 BARCELONA IN A BAR - ANGUS ROBINSON
  42. 42. COPENHAGEN WHEEL Transforms normal bikes into hybrid e-bikes Captures energy from peddling INSERT IMAGE IN and braking Captures road conditions, BACKGROUND weather, traffic data, pollution MAKE SURE IT FILLS Shares the data which allows THIS SPACE 100% users to plan healthier routes, track exercise programs and meet friends46 BARCELONA IN A BAR - ANGUS ROBINSON
  43. 43. Foursquare and Underlying data is the integration real value Facebook OpenGraph Social as Social platforms are platforms becoming the central integration point for apps and value added In 5 years 90% of products Facebook traffic will be from SM is the driver for data mobile consumption in photos, music and video47 BARCELONA IN A BAR - ANGUS ROBINSON
  44. 44. FACEBOOK OPENGRAPH Facebook should have been a mobile app Open Graph allows developers INSERT IMAGE IN access to FB users’ social graphs For App developers, it is a BACKGROUND powerful app discovery MAKE SURE IT FILLS mechanism Allows deep linking into Apps and THIS SPACE 100% install Shares information to Timeline, Newsfeed and Ticker48 BARCELONA IN A BAR - ANGUS ROBINSON
  45. 45. FOURSQUARECheckins are a means to an end Foursquare wants to be the Google Analytics of the real INSERT IMAGE IN world AMEX has integrated with BACKGROUND Foursquare MAKE SURE IT FILLSGives users automatic discounts THIS SPACE 100% for checking in and using their AMEX card49 BARCELONA IN A BAR - ANGUS ROBINSON
  46. 46. VISION 2020 » 2012: HD, NFC, quad-core devices, embedded devices, web applications, tablet based augmented reality, » 2013: 3D, NFC ecosystems, wireless charging, on-demand entertainment – home & away, embedded devices, contextual social networking, presence and context, applications, deep integration of SM/SNS into OS’s, gaming and gifting layer applications, humanitarian & social computing/applications » 2014: fully integrated advertising, flexible displays, lifestyle management applications, embedded devices, smart surfaces, resurgence of Nokia, smartphones to the masses, removal of connectivity decisions – best & cheapest for task, mobile projection » 2015: mobile telepresence, new battery technology demonstrations, immersive gaming, embedded devices, image & context recognition, embedded device management apps » 2016: in-device sensors (blood, alcohol, etc), learning devices and OS’s, power and battery technology breakthroughs » 2017: eight-core devices, terabit cloud storage, cloud-based OS, separation of work and play » 2018: 5G demonstrations (LTE+), gigabit connectivity, motion powered devices » 2019: 5G trials (LTE+), nanotech tech demonstrations » 2020: flexible devices, transparent devices, changeable devices, 3D projection50 BARCELONA IN A BAR - ANGUS ROBINSON
  47. 47. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%NOMOPHOBI A51 BARCELONA IN A BAR - ANGUS ROBINSON
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