Mobile World Congress 2014—Day 3 Recap from Ogilvy & Mather #MWC2014 #OgilvyMWC
Who will connect the connections?
We’ve seen the future, and it’s connected. And those connections all need to be
frictionlessly interconnected themselves. That’s not so easy. Think of the scale. By 2020,
expect 50 billion connected devices, or so says Cisco’s John Chambers. The internet
he describes will be ten times more influential than it is today. That IoT market will be
worth a cool $19 trillion. Let the scramble begin, but watch the match carefully. The
real winners won’t be who you expect. The shiny new gadget is only as cool as the world
of interconnection it can access. To the owner of the connection ecosystem goes the
spoils. Even if you don’t have grandiose expectations, you’re going to be shut out if you’re
creating a stand-alone device or app. Delivering the promise of the IoT to your consumer
means figuring out how to get the right information to the right device at the right time so
that she can make the right decisions.
ABL: Always be listening
Mobile devices are getting smart enough to always be on without putting a massive drain
on battery power and data consumption. That kind of efficiency has turned Shazam,
once a utility that told you the song and artist of music you played for it, into a utility that
listens to everything around you. It creates a media playlist based on your life. That gets
brilliant once it correlates all that listening to give you a description of your media life and
a prediction about what you might like to check out. Now link cognitive computing and it
could get prescriptive, anticipating how your tastes might evolve. And you, dear marketer,
now have a cognitive listening post in your consumer’s pocket. Just think of the value you
could deliver with that! But you had better be, as Ginni Rometty said, focused on security
mfs—putting an extra m in money
There are 3 billion mobile phones in the world, and 2 billion of these people have bank
accounts. Yet 85% of consumer transactions are still paper based. Looked at another
way, 15% of the global economy is transacted digitally. How can you get into that digital
spending spree? Mobile Financial Services (MFS) is an area so ripe for opportunity. And
for stumbles. Making someone’s preferred brand of conditioner does not automatically
qualify you as a trusted banker in her eyes. But if you have a strong brand partnership and
tie-in with a trusted source like a mobile provider or a bank, you could win her over. From
micro-credit lending to digital wallets tied to deals and incentives based on consumer
behaviors, there is a ton of potential here. M-Pesa and Turkcell are early explorers in a
landscape that is still largely untracked. Will that innovation come from Africa? IBM’s
Rometty thinks it might. Africa offers people the opportunity to reinvent businesses
entirely. As a result, she believes that this is the decade that Africa takes off.
press play to begin
Mobile gaming is huge, as anyone who’s ever flapped a bird, sliced some fruit, or hurled
yourself at a thieving green pig, knows. The number of downloaded gaming app is
boggling. But that’s not the story to pay attention to, says EA’s Aaron Loeb. Think about
the scale of data thrown off by mobile gaming. We can look at the data gamers generate
to sift it for universal insights that can help your brand improve mobile engagement and
When we’re not gaming, it seems we’re all on Netflix or watching some other form of
video, and it’s awfully likely a mobile device will be involved. 20% of Netflix content is
streamed to mobile, and 2 out of 3 tablet owners use some sort of a mobile device to
watch TV. If you’re not omni-device, you’re in trouble.
What to wear?
My wearable can do this! My wearable can do that! Thinner, lighter, sexier. Stronger, faster,
better! Is wearable culture going to be like 5th grade forever? Hopefully not, especially as
we better understand why we’re wearing wearable technology.
•Wearables fix. They provide us with an exoskeleton of utility, safety and measure which
gives us super powers we didn’t have before.
•Wearables connect. We’re able to communicate with people through them and establish
meaning to time and location.
•And wearables vogue. They provide us with a layer of comfort, exude fashion, can
establish symbolism, and assimilate into culture.
Wearables aren’t a particularly new idea: eyewear in the 13th century; armor in medieval
times; and watches in the 16th. Each one of those developments changed the world
inexorably. What will wearables change?