The Big Ideas Weren’t So Big• MWC is still focused on the business needs of operators and their adjacent businesses.• Operators are realizing that the marketing industry will help make up for declining voice revenue.• Technology companies awakened to the power of the consumer and have become friendly to marketers.
Mobile Kung-Fu POWERFUL SOLUTIONS IN A SMALL PACKAGE• Marketers saw the birth of solution platforms that bridged networks, operators, and systems.
ALoud Ring in a Quiet TheaterMOBILE SERVICES THAT DISRUPT STATUS QUO MARKETING – TO THE BENEFIT OF BRANDS • Future consumer mobile services will need both contextuality and intelligence to be successful. • Services in a relevant cultural context are coming to the developing world.
To Much of a Good Thing LEARNING TO SWIM AND NOT DROWN IN THE FLOOD OF MOBILE DATA• While data will make these serves possible, the big data issue – privacy – was barely discussed.
The Unconnected Life is Not Worth Living CONNECTION IS BREAKING FREE FROM COMMUNICATION• This was where the action was, especially with announcements from Ford and GM to launch fully- connected, open-software cars.
Brave Old World CONTENT, COMING SOON TO A DEVICE VERY NEAR YOU• Content itself was not at the heart of the debate of the MWC.
The Big Takeaway• We have a long way to go before we will have created human scale, friendly technology solutions• The industry must shift from network-centric to customer-centric• Marketers can take the lead in this time of transition