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Mobile
World Congress
 2013 Recap
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.
Recapping
Our Trends
 to Watch
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 Theater
MOBILE 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

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  • 2. 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.
  • 4. Mobile Kung-Fu POWERFUL SOLUTIONS IN A SMALL PACKAGE •  Marketers saw the birth of solution platforms that bridged networks, operators, and systems.
  • 5. ALoud Ring in a Quiet Theater MOBILE 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.
  • 6. 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.
  • 7. 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.
  • 8. 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.
  • 9. 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