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Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
Review of the Mobile World Congress 2013
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Review of the Mobile World Congress 2013

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OMD Digital department insights from MWC 2013, the worlds biggest mobile event- coverage of the latest mobile devices and operating systems as well as trends in mobile retail, mobile payments and …

OMD Digital department insights from MWC 2013, the worlds biggest mobile event- coverage of the latest mobile devices and operating systems as well as trends in mobile retail, mobile payments and enterprise mobility.

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  • 1. INSIGHTS • IDEAS • RESULTS Mobile World Congress 2013 Review
  • 2. Mobile World Congress 2013A report from the floorInsights from MWC 2013, the worlds biggest mobile event-coverage of the latest mobile devices and operating systems aswell as trends in mobile retail, mobile payments and enterprisemobility.
  • 3. Introduction This years Mobile World Congress was the first to take place in the events new home, Fira Gran Via, still in Barcelona. The event had to move to a new home as a result of the demand for space from both exhibitors and attendees. MWC 2013 featured 1,700 exhibitors spread across 8 halls, and attracted over 72,000 attendees from 200 countries. Safe to say this years event was huge!
  • 4. Introduction This years show featured an exciting array of speakers from mobile operators, consumer brands, and industries touched by the mobile market, but for me the most exciting part of MWC is seeing the latest technology unveilings and hearing the latest announcements.
  • 5. Introduction MWC provided further evidence of how mobile is exploding, with the effect on retail being a recurring theme. For those of you that were unable to attend, OMD Digital have putted together a selection of some of the most interesting things we saw at this year at MWC.
  • 6. DEVICES: NOKIANokia made head-line news byannouncing the Nokia Lumia 520, 720,the Nokia 301, and the 105. The newdevices are Nokia’s cheapest windows8smartphones, with prices ranging from€15 upto €345.I’m used to seeing companiesintroducing high-end devices at MWC, itwas a bit surprising but also refreshingto see Nokia unveil a series of low-endphones. This is a clear indication thattheir strategy is very much focussedupon increasing their share andmaintaining their dominant position indeveloping markets.
  • 7. DEVICES: SAMSUNGSamsung had a large presence at thisyear’s event, and although had no newannouncements, were making lots ofnoise about the new Samsung GalaxyNote 8.0, and we can see why! Thisnew ‘phablet’ is a perfect example ofthe blurring of the lines between tabletsand smartphones.Some of the features are quite breath-taking, all controlled by their new ‘S-pen’ which makes operating the devicemuch easier.We feel Samsung’s dominance of thesmart device market is set to continue.
  • 8. DEVICES: SONYSony unveiled two ‘next generation’smartphones at MWC, the Experia Pand the Experia U.The handset designs are distinctlydifferent compared to their HTC, Appleand Samsung rivals. The Sony focus ison providing premium contentexperiences to consumers through theSony entertainment network.Consumers can watch films or accessmillions of music tracks via unlimitedservices.Best of all, their new handsets arecompletely waterproof, makingdropping your smartphone down thetoilet a less traumatic experience!
  • 9. OS: MOZILLAMozilla unveiled their new firefoxoperating system which is designed tosolve their mobile issues. Their newsystem is entirely based on HTML5which means it should be able to runacross any device type. Mozilla’s mobileforay is being supported by the launchof a new low cost device from ZTE(shown opposite), which is going to besold by 18 mobile operators.Up until now the mobile operatingsystem landscape has been dominatedby Apple and Android. The emergenceof new operating systems fromWindow, Mozilla and the imminentlaunch of Samsung’s own OS, show therace is far from over.
  • 10. OS: WINDOWS 8There was lots of focus on Windowsphone 8 thanks to a combination ofMicrosoft being a platinum congresssponsor, Nokia launching their newW8 devices, and HTC pushingwindows handsets. The HTC standhosted talks about the competitionbetween windows phone, Mozilla,and Blackberry as the third major OS.We feel that Windows 8 is bestpositioned in this new battle for thethird operating system, although thenew Blackberry 10 has been awelcome boost to that flaggingcompany!
  • 11. RETAIL: NFCThe GSMA, Samsung, Mastercard, Visa,and Paypal were all pushing the powersof NFC. Paypal and Visa launched theirpoint of sale services, which presentsan interesting opportunity for retailers.The technology allows consumers tomake payment wherever they are in thestore as opposed to needing to go tothe check-out.The complexity surroundingstandardization and simplification ofconsumer focussed services still exists.Unfortunately NFC is not yet ready tolive upto the hype, but the industry willcontinue to develop as consumers areincreasingly demanding these services.
  • 12. RETAIL: STORE MAPPINGThere was a huge focus on in-storemapping technology at this yearsMWC. The various demonstrationshighlight the possibilities for retailers tocommunicate with consumersthroughout their in-store stay, andimprove their experience.In the future we are going to seeretailers having the ability to combineindividual customer in-store movementdata with purchase history to influencethe communication with that consumerwhen in store. We predict when thistechnology is combined with NFCpayment, will change the face of retail.
  • 13. ADVERTISING: DATAHall 8 was the home of the advertisingsolutions section of MWC, and it wasbigger than ever. This area waspopulated by global mobile ad-networksand data collection companies. Therecurring theme was ‘super-targetedadvertising’, and the various data-pointsmobile offers to advertisers in the questto maximize relevance and impact ofmessage.We were very excited by the growth ofadvertising solutions on offer, andinspired by the promise of successdelivered by the combination of reach,engagement and relevance. Mobileadvertising sophistication means it ishere to stay!
  • 14. ADVERTISING: CREATIVITYThe advertising hall was characterised by arange of companies offering mobile richmedia ad building capabilities. As mobileusage increases hand in hand with handsettechnical capabilities, so does the creativeopportunity.Companies such as JustAd, Celtra, InMobiall showcased their self-serve mobileplatforms. This trend highlights that thecreative opportunity offered by mobile todeliver content in a way that allowsconsumers to touch, play and interact.We are very excited by the opportunitiesoffered by HTML5, check out some of ourexamples at OMD.IO on your smartphone.
  • 15. COOL STUFFFord unveiled the new B Max at MWCthis year. This is the first time anautomotive manufacturer has unveileda new model at MWC, anddemonstrates Ford’s vision for theconnected car.The car is loaded with blue-toothpairing, voice activation fromsmartphones, mp3 player connectivityand live emergency assistance.Ford are working on a pilot to bringvoice activated smartphone apptechnology directly into the cockpit ofits vehicles. We can’t wait to see howauto-manufacturers incorporate smarttechnology into future vehicles.
  • 16. COOL STUFFA new theme this year was theconnected city. The idea was to turn astand into a technical demonstration ofa futuristic city. This showcasedtechnology and future trends that wewill see in smart homes, robots, cars,scooters, public transport, eco foodbins, energy efficiency amongst manymore.The smartphone will be the controller ofall the above, and will be the onedevice you cannot live without!The vision for the future is pretty mind-blowing! Click below to see a video tourhttp://www.bbc.co.uk/news/technology-21581347
  • 17. Conclusion OMD Digital trip to the Mobile World Congress has reinforced our view that mobile technology is having an increasingly important impact upon the world. This document has not mentioned the interesting work we saw in the areas of health, education, industry, but suffice to say mobile is having a real impact in all of these areas. We were also blown away by the focus upon the ways in which today’s children are already making use of new technology in their every day lives.
  • 18. Conclusion Our view is that the mobile technological explosion is hugely exciting and important for all facets of society. At OMD we concentrate upon the impact technology is having upon consumer behaviour and in particular the ways in which content is being consumed. MWC has shown us that our ambition of joining up content creation/ consumption with advertising and product purchase can be achieved by technology. We think this has huge ramifications for the future. If you would like to discuss this further, please do get in touch.
  • 19. INSIGHTS • IDEAS • RESULTS Zaiga Lazdina OMD Digital strategist +371 67282815 | +371 28857187 | zaiga.lazdina@omnicommediagroup.lv

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