Mobile World Congress 2015 provided several key insights and trends for brands:
1) 5G networks will enable unprecedented connectivity and speeds, unlocking new technological capabilities and use cases like autonomous vehicles.
2) As the Internet of Things expands, brands must navigate how to participate without being "too smart" and how different connected services will prioritize users' data and attention.
3) Emerging technologies like digital identities, virtual and augmented reality, and predictive analytics will transform how brands engage with and understand consumers.
Mobile World Congress Recap Day 1 from Ogilvy & Mather #OgilvyMWC #MWC14Ogilvy
Day 1 of MWC 2014 is in the books, and it was a big one. Mark Zuckerberg of Facebook talked about connecting the whole world, telcos proved they could be lifestyle companies, video was revealed as an internet-eating monster, and the promise of social mobility was found to rest with, well, mobile. What will Day 2 bring?
What We Learned at CES 2013 and What Every Brand Should Know - Final RecapOgilvy
The 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products and showcased hundreds of speakers discussing the state of the technology industry in just four days.
But with all the hype, commotion and can-not-miss content flowing throughout the 4 day event, we wanted to find the answers to the one thing on the top of all of our minds, “What does all of this mean for my brand?”
Ogilvy & Mather broke down the 2013 International CES into bite size chunks of the most important brand takeaways and trends that you’ll find compiled within “What We Learned at CES & What Every Brand Should Know”. Enjoy.
Co-authored by: Brandon Berger, Worldwide Chief Digital Officer and Matt Doherty, Associate Director, Global Digital Creative & Strategy
What We Learned at CES and What Brands Have to Know – Day 2 RecapOgilvy
The 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products and showcased hundreds of speakers discussing the state of the technology industry in just four days.
But with all the hype, commotion and can-not-miss content flowing throughout the 4 day event, we wanted to find the answers to the one thing on the top of all of our minds, “What does all of this mean for my brand?”
Ogilvy & Mather broke down the 2013 International CES into bite size chunks of the most important brand takeaways and trends that you’ll find compiled within “What We Learned at CES and What Brands Have to Know – Day 2 Recap"
Co-authored by: Brandon Berger, Worldwide Chief Digital Officer and Matt Doherty, Associate Director, Global Digital Creative & Strategy
How to Make Wearable Tech that People Won't Want to Take Off #OgilvyMWCOgilvy
By all accounts, 2014 is the year of the wearables. At CES in Las Vegas last month, wearables stole the show with the roll-out a slew of new devices alongside updates to existing ones. Wearables are being featured prominently at Mobile World Congress, happening now in Barcelona, with both Sony and Huawei unveiling their new wearable devices on day one of the show. SXSW Interactive will jump into the wearables fray next week in Austin, with sessions dedicated to the future of wearable technology and giving a platform to early stage technology startups to pitch their wearable products. Enthusiasm for wearable technology is growing, and technological capability is growing along with it. Longevity, however, will hinge on consumer adoption.
Mobile World Congress Recap Day 1 from Ogilvy & Mather #OgilvyMWC #MWC14Ogilvy
Day 1 of MWC 2014 is in the books, and it was a big one. Mark Zuckerberg of Facebook talked about connecting the whole world, telcos proved they could be lifestyle companies, video was revealed as an internet-eating monster, and the promise of social mobility was found to rest with, well, mobile. What will Day 2 bring?
What We Learned at CES 2013 and What Every Brand Should Know - Final RecapOgilvy
The 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products and showcased hundreds of speakers discussing the state of the technology industry in just four days.
But with all the hype, commotion and can-not-miss content flowing throughout the 4 day event, we wanted to find the answers to the one thing on the top of all of our minds, “What does all of this mean for my brand?”
Ogilvy & Mather broke down the 2013 International CES into bite size chunks of the most important brand takeaways and trends that you’ll find compiled within “What We Learned at CES & What Every Brand Should Know”. Enjoy.
Co-authored by: Brandon Berger, Worldwide Chief Digital Officer and Matt Doherty, Associate Director, Global Digital Creative & Strategy
What We Learned at CES and What Brands Have to Know – Day 2 RecapOgilvy
The 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products and showcased hundreds of speakers discussing the state of the technology industry in just four days.
But with all the hype, commotion and can-not-miss content flowing throughout the 4 day event, we wanted to find the answers to the one thing on the top of all of our minds, “What does all of this mean for my brand?”
Ogilvy & Mather broke down the 2013 International CES into bite size chunks of the most important brand takeaways and trends that you’ll find compiled within “What We Learned at CES and What Brands Have to Know – Day 2 Recap"
Co-authored by: Brandon Berger, Worldwide Chief Digital Officer and Matt Doherty, Associate Director, Global Digital Creative & Strategy
How to Make Wearable Tech that People Won't Want to Take Off #OgilvyMWCOgilvy
By all accounts, 2014 is the year of the wearables. At CES in Las Vegas last month, wearables stole the show with the roll-out a slew of new devices alongside updates to existing ones. Wearables are being featured prominently at Mobile World Congress, happening now in Barcelona, with both Sony and Huawei unveiling their new wearable devices on day one of the show. SXSW Interactive will jump into the wearables fray next week in Austin, with sessions dedicated to the future of wearable technology and giving a platform to early stage technology startups to pitch their wearable products. Enthusiasm for wearable technology is growing, and technological capability is growing along with it. Longevity, however, will hinge on consumer adoption.
For one week each year Sin City plays host to the next-generation of innovations and technologies before they’re introduced to the marketplace. This year, more than 200,000 attendees came to CES to walk through 2.5 million square feet of trade show space to see the latest drones, connected cars, TVs and smartphones, and even a VR device that gives you the sensation of flying through the sky like a superhero.
Y&R sent some of our brightest minds to take in the sights and sounds of CES 2016. Here’s what they had to say:
What We Learned at CES and What Brands Have to Know - Day 1 RecapOgilvy
The 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products and showcased hundreds of speakers discussing the state of the technology industry in just four days.
But with all the hype, commotion and can-not-miss content flowing throughout the 4 day event, we wanted to find the answers to the one thing on the top of all of our minds, “What does all of this mean for my brand?”
Ogilvy & Mather broke down the 2013 International CES into bite size chunks of the most important brand takeaways and trends that you’ll find compiled within “What We Learned at CES and What Brands Have to Know – Day 1 Recap"
Co-authored by: Brandon Berger, Worldwide Chief Digital Officer and Matt Doherty, Associate Director, Global Digital Creative & Strategy
The year 2013 brought us the joys of wearable tech, 3D printing, the disappointment of Blackberry 10, and drones for everything. Now that you’ve got your Batman watch being delivered from a mini airplane from Amazon, take a look at some predictions for the future of technology in 2014.
We asked our Experts to give some insight on what they think will be the biggest newsmakers of the year. Click through the slides below to see what our favorite techies foresee in the future of Microsoft, gadgets, home tech, and more.
OgilvyOne London's Digital Labs presents a comprehensive report about this year's Consumer Electronic Show that took place in Las Vegas. For the third year in a row, the London Labs attended the show with an aim to scan, scope out and bring back the latest and most exciting technologies and trends that will have most impact in the ever-expanding business and consumer technology market. These findings help inform the predictions we make for our clients about potential future commercial application, and the potential use of those trends within the Marketing and Communication space.
One of the world’s largest mobile events, Mobile World Congress typically serves as a platform for unveiling new innovation and disruption in the space, and setting trends for the year. This year's congress was no exception
Mobile World Congress 2015 was bigger than ever with 93,000 attendees. In this presentation we've collated the top five trends we saw at the event and have provided insight into the implications of each for brands and the future of the industry.
A recap and insights from CES 2014 from the Cake Group and Havas Media: includes insights around wearable technology; 4K displays, robotics; the connected home the intersection of fashion & tech; connected cars; immersive entertainment and tech marketers.
Disruption, Decentralisation and a Debrief of the rest. A round up of the key themes from The Next Web, Amsterdam, May 2014 given as talks to Sky TV, UK.
Includes Duolingo, Bitcoin, Ethereum, Digital Darwinism, Game changers today, Free is a lie, Post-Snowden Web and the Future of shopping.
CES 2019 Marketer Recap - Consumer Electronics ShowDavid Berkowitz
At CES 2019, what were the trends, technologies, and themes that mattered most for marketers and advertisers? David Berkowitz of Serial Marketer breaks it down, covering news from Google, Amazon, Audi, Intel, Procter & Gamble, Honda, and many others. There's a focus here on voice assistants, health tech, automated cars, and plenty more.
Note: I will make some updates after this is uploaded; please reach out to me at david (at) serialmarketer (dot) net for the latest version.
This is an abridged version of the 124-page report. Go to JWTIntelligence.com/trendletters to see the full report, including recommendations for brands
JWT’s third annual report on trends in the mobile sphere spotlights key themes that came out of this year’s Mobile World Congress, Consumer Electronics Show and South by Southwest Interactive, and builds on trends spotlighted in previous reports. The report covers significant drivers and manifestations of these developments, and their implications for brands. “10 Mobile Trends for 2014 and Beyond” is based around on-the-ground research at the MWC in Barcelona and SXSW in Austin, as well as desk research and insights gleaned from interviews with several mobile experts and influencers.
CARAT focuses on brand and product experiences that start and end with what is relevant and meaningful to consumers. As we continue to focus on people-based marketing, we look to these trends to understand the contribution they will make to consumers' lives and how brands can offer value in this evolving market.
The pace of change in advertising and consumer behavior continues to be frantic and to accelerate, so our annual trip to CES in Las Vegas continues to remind us how, in relative terms, hardware changes more slowly than both software and our expectations. In fact, CES in 2016 didn’t show a revolution in electronics and consumer products, but more of an evolution. The products were similar yet faster, thinner, cheaper and above all else, more connected.
This moment feels like the early stages of a new era, a time when all products are becoming cloud connected, touch screens are everywhere, and all media is digital. Yet it’s not quite the Internet of things — it’s the interim of things. We don’t yet have a complete smart home, we have sophisticated homes that sometimes don’t quite work. We have 3D printers without totally compelling use cases, and robotic body parts that don’t quite make a full humanoid.
The companies succeeding are those that are innovating and collaborating to solve real consumer needs, while staying true to a clear brand purpose. From artificial intelligence and cognitive computing, to drone technologies, virtual reality and biometric sensing, to 8k video and 360 surround sound, there are tremendous opportunities on the horizon.
Please read on to view the ten themes that make up this moment in time.
With special thanks to Rori DuBoff, Jez Jowett, Tom Goodwin and the team at Havas Worldwide.
Mobile World Congress 2019: 6 Key Factors that Will Change the PresentHavas Media
Imagine a horse-drawn cart traveling along a stony track. At this point, we pose three questions. What speed could it be going at? What is the load that it can take? How long might it take to accelerate? Now imagine a large five-lane motorway, full of powerful cars, with almost instantaneous acceleration. Here we again pose the three questions above. The difference in the answers is the essence of the Mobile World Congress.
Havas Village Spain reports back from this year's event and looks at how 5G is going to change the way we understand connectivity and opens up a world of possibilities. Machines will have more autonomy and the challenge will be in seeing how the human-machine combination will lead us to a more sustainable and connected future.
Mobile World Congress 2019: 6 Key Factors that Will Change the PresentHavas
Imagine a horse-drawn cart traveling along a stony track. At this point, we pose three questions. What speed could it be going at? What is the load that it can take? How long might it take to accelerate? Now imagine a large five-lane motorway, full of powerful cars, with almost instantaneous acceleration. Here we again pose the three questions above. The difference in the answers is the essence of the Mobile World Congress.
Havas Media Group Spain reports back from this year's event and looks at how 5G is going to change the way we understand connectivity and opens up a world of possibilities. Machines will have more autonomy and the challenge will be in seeing how the human-machine combination will lead us to a more sustainable and connected future.
For one week each year Sin City plays host to the next-generation of innovations and technologies before they’re introduced to the marketplace. This year, more than 200,000 attendees came to CES to walk through 2.5 million square feet of trade show space to see the latest drones, connected cars, TVs and smartphones, and even a VR device that gives you the sensation of flying through the sky like a superhero.
Y&R sent some of our brightest minds to take in the sights and sounds of CES 2016. Here’s what they had to say:
What We Learned at CES and What Brands Have to Know - Day 1 RecapOgilvy
The 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products and showcased hundreds of speakers discussing the state of the technology industry in just four days.
But with all the hype, commotion and can-not-miss content flowing throughout the 4 day event, we wanted to find the answers to the one thing on the top of all of our minds, “What does all of this mean for my brand?”
Ogilvy & Mather broke down the 2013 International CES into bite size chunks of the most important brand takeaways and trends that you’ll find compiled within “What We Learned at CES and What Brands Have to Know – Day 1 Recap"
Co-authored by: Brandon Berger, Worldwide Chief Digital Officer and Matt Doherty, Associate Director, Global Digital Creative & Strategy
The year 2013 brought us the joys of wearable tech, 3D printing, the disappointment of Blackberry 10, and drones for everything. Now that you’ve got your Batman watch being delivered from a mini airplane from Amazon, take a look at some predictions for the future of technology in 2014.
We asked our Experts to give some insight on what they think will be the biggest newsmakers of the year. Click through the slides below to see what our favorite techies foresee in the future of Microsoft, gadgets, home tech, and more.
OgilvyOne London's Digital Labs presents a comprehensive report about this year's Consumer Electronic Show that took place in Las Vegas. For the third year in a row, the London Labs attended the show with an aim to scan, scope out and bring back the latest and most exciting technologies and trends that will have most impact in the ever-expanding business and consumer technology market. These findings help inform the predictions we make for our clients about potential future commercial application, and the potential use of those trends within the Marketing and Communication space.
One of the world’s largest mobile events, Mobile World Congress typically serves as a platform for unveiling new innovation and disruption in the space, and setting trends for the year. This year's congress was no exception
Mobile World Congress 2015 was bigger than ever with 93,000 attendees. In this presentation we've collated the top five trends we saw at the event and have provided insight into the implications of each for brands and the future of the industry.
A recap and insights from CES 2014 from the Cake Group and Havas Media: includes insights around wearable technology; 4K displays, robotics; the connected home the intersection of fashion & tech; connected cars; immersive entertainment and tech marketers.
Disruption, Decentralisation and a Debrief of the rest. A round up of the key themes from The Next Web, Amsterdam, May 2014 given as talks to Sky TV, UK.
Includes Duolingo, Bitcoin, Ethereum, Digital Darwinism, Game changers today, Free is a lie, Post-Snowden Web and the Future of shopping.
CES 2019 Marketer Recap - Consumer Electronics ShowDavid Berkowitz
At CES 2019, what were the trends, technologies, and themes that mattered most for marketers and advertisers? David Berkowitz of Serial Marketer breaks it down, covering news from Google, Amazon, Audi, Intel, Procter & Gamble, Honda, and many others. There's a focus here on voice assistants, health tech, automated cars, and plenty more.
Note: I will make some updates after this is uploaded; please reach out to me at david (at) serialmarketer (dot) net for the latest version.
This is an abridged version of the 124-page report. Go to JWTIntelligence.com/trendletters to see the full report, including recommendations for brands
JWT’s third annual report on trends in the mobile sphere spotlights key themes that came out of this year’s Mobile World Congress, Consumer Electronics Show and South by Southwest Interactive, and builds on trends spotlighted in previous reports. The report covers significant drivers and manifestations of these developments, and their implications for brands. “10 Mobile Trends for 2014 and Beyond” is based around on-the-ground research at the MWC in Barcelona and SXSW in Austin, as well as desk research and insights gleaned from interviews with several mobile experts and influencers.
CARAT focuses on brand and product experiences that start and end with what is relevant and meaningful to consumers. As we continue to focus on people-based marketing, we look to these trends to understand the contribution they will make to consumers' lives and how brands can offer value in this evolving market.
The pace of change in advertising and consumer behavior continues to be frantic and to accelerate, so our annual trip to CES in Las Vegas continues to remind us how, in relative terms, hardware changes more slowly than both software and our expectations. In fact, CES in 2016 didn’t show a revolution in electronics and consumer products, but more of an evolution. The products were similar yet faster, thinner, cheaper and above all else, more connected.
This moment feels like the early stages of a new era, a time when all products are becoming cloud connected, touch screens are everywhere, and all media is digital. Yet it’s not quite the Internet of things — it’s the interim of things. We don’t yet have a complete smart home, we have sophisticated homes that sometimes don’t quite work. We have 3D printers without totally compelling use cases, and robotic body parts that don’t quite make a full humanoid.
The companies succeeding are those that are innovating and collaborating to solve real consumer needs, while staying true to a clear brand purpose. From artificial intelligence and cognitive computing, to drone technologies, virtual reality and biometric sensing, to 8k video and 360 surround sound, there are tremendous opportunities on the horizon.
Please read on to view the ten themes that make up this moment in time.
With special thanks to Rori DuBoff, Jez Jowett, Tom Goodwin and the team at Havas Worldwide.
Mobile World Congress 2019: 6 Key Factors that Will Change the PresentHavas Media
Imagine a horse-drawn cart traveling along a stony track. At this point, we pose three questions. What speed could it be going at? What is the load that it can take? How long might it take to accelerate? Now imagine a large five-lane motorway, full of powerful cars, with almost instantaneous acceleration. Here we again pose the three questions above. The difference in the answers is the essence of the Mobile World Congress.
Havas Village Spain reports back from this year's event and looks at how 5G is going to change the way we understand connectivity and opens up a world of possibilities. Machines will have more autonomy and the challenge will be in seeing how the human-machine combination will lead us to a more sustainable and connected future.
Mobile World Congress 2019: 6 Key Factors that Will Change the PresentHavas
Imagine a horse-drawn cart traveling along a stony track. At this point, we pose three questions. What speed could it be going at? What is the load that it can take? How long might it take to accelerate? Now imagine a large five-lane motorway, full of powerful cars, with almost instantaneous acceleration. Here we again pose the three questions above. The difference in the answers is the essence of the Mobile World Congress.
Havas Media Group Spain reports back from this year's event and looks at how 5G is going to change the way we understand connectivity and opens up a world of possibilities. Machines will have more autonomy and the challenge will be in seeing how the human-machine combination will lead us to a more sustainable and connected future.
MWC 2015 - A Recap of the Key Announcements, Highlights and TrendsDMI
Mobile World Congress 2015 was the best and most exciting congress to date. It showed how mobility is transforming every industry, our infrastructure, society and our daily lives. This is a full recap covering all the key themes from this year; the big device launches, Internet of Things, wearables, personalised consumer experiences based on big data, 5G, AdTech, analytics, privacy and security, and more.
Let us know in the comments if we missed anything from the event that was important to you; is there a key trend, technology or company that you think should have been included?
Last week an estimated 80,000 makers, thinkers and innovators gathered for Mobile World Congress (MWC) held in Barcelona, to experience the newest technologies and mobile products from around the world. Exhibitors showcased the next wave in wearables, smartphones, tablets, as well as the connected home and car.
There were some exciting announcements centred around high speed data access, digital payments and infrastructure elements which all have the potential to impact the role of mobility in brand communication.
We create 5 key takeaways about this year's MWC.
>>MEC @ Mobile World Congress 2015
[wpp.com 09.03.15]
MWC has become the world’s biggest and only truly global mobile event. This year, 1900 exhibitors convened in Barcelona to showcase the next wave in wearables, smartphones, and tablets, as well as the connected home and car. But MWC 2015 doesn’t just focus on hardware, the truly exciting announcements centred around high speed data access, digital payments, and a host of other infrastructure elements. All of which have the potential to change how we live, work, and play, all over again.
http://www.wpp.com/wpp/marketing/digital/mec-at-mobile-congress-week-2015/
This report will summarize trend issues technology that mention on Mobile World Congress (MWC) conference 2016 Mobile is Everything, which's still one of the largest mobile-focused trade shows, providing insights into what paprtspation might see in Barcelona. Just we can say this prior to super mobility week..
Today, you can use your phone to catch a ride in someone else’s car, book a room in someone else’s house anywhere in the world, and watch more movies and TV shows than you used to be able to rent from a video store. There are now more and more new companies delivering better customer experiences by using technology and data to reinvent business models and create new ones, often at the expense of existing players such as the taxi, accommodation and DVD rental industries.
The geospatial industry is not immune to this. From land titling through to geospatial analytics, there are new technologies, new techniques and new business models for generating, managing and consuming information that are challenging the traditional industry players and the way we, as geospatial professionals, do our work.
Depending on your point of view, this is either a great opportunity to change or a time to defend the way you operate. In this presentation, learn about the age of disruption and how real it’s impact is, using the geospatial and insurance industries as case studies.
This document shows the important highlights from Mobile World Congress 2016 (MWC 2016).
The show hosted the new flagship mobile phones like Samsung Galaxy S7 or LG G5 as well as new tablets like Huawei Matebook…
In this document, I wanted to show you some interesting highlights from the show rather than taking you through these new devices.
What were the hottest products and most impactful brands at the Consumer Electronics Show in 2015 (CES 2015)? See a review of cars, drones, 3D printers, cameras, TVs, wearables, connected devices, health trackers, games, toys, and more.
Similar to Mobile World Congress 2015: Full Recap (20)
Union of Humans: The Future of the Millennial Generation in the Age of Automa...Ogilvy
It’s not always fun or easy to understand an automating, fissuring, hyper-globalizing economy. It’s not always comfortable to consider that decades-old safe and sage advice (“Go to college!”) might become totally obsolete—if we don’t move quickly to curtail the privatization of our primary schools, and/or colleges fail to modernize their offerings.
However with great crisis comes great opportunity, and Millennials are well-equipped to handle the mammoth issues before them. They are, after all, the most educated, most connected generation in American history.
So why the emphasis on…unions? Well, we really need them, and Millennials happen to love them. But the automation era will require its own union, of sorts—what we’re calling a “union of humans.”
Point of View on Cambridge Analytica Scandal Ogilvy
Last week the Cambridge Analytica data scandal sparked a widespread privacy debate and put Facebook in the eye of a PR storm. Automatically this raises questions from an advertisers perspective. ‘Should we gear up for an audience decrease and reshu e budget?’ Not really. No advertiser data has been a ected and this is mainly an issue on user level, so Facebook already implemented actions to solidify the privacy of its users which is a bene t for advertisers too.
According to a Google Temasek study, e-Commerce sales are slated to hit US$88 billion in the next 8 years. The entry of Amazon and Alibaba in the Southeast Asian e-marketplace is further proof of the e-Commerce potential in this region. While this provides plenty of opportunities for businesses to grow – there’s also more competition than ever. Launching a successful e-Commerce venture takes more than connecting a valuable product or service with the right audience. This white paper outlines key principles and strategies to help you ride this wave and come out on top.
2018 Prognostications For The Year Of The DogOgilvy
For the year ahead – 2018 to some, and the Year of the Dog to others – we share our annual Political, Economic, and Business prognostications for China.
10 Pearls of Wisdom for Working With & Leading PeopleOgilvy
By David Levitt, Former Worldwide President of Learning & Development, recently retired from Ogilvy after 45 years.
This is an excerpt from his retirement speech.
For Goodness’ Sake: Satisfy the hunger for meaningful business Ogilvy
For Goodness Sake is about transforming businesses into “Purposeful Enterprises.” Business, being the most adaptable of human institutions, is already shifting to encompass the new priorities our global society is setting out, but a full change to purposeful enterprises—enterprises that exist for many interlocking reasons and strive for complex outcomes—will emerge only with great planning and thoughtfulness.
The Digital Social Contract
The Millennials and generation Z together comprise the most engaged, mobile, and enticing consumers of our time, but brands and agencies have largely misunderstood how these coveted digital natives interact.
We have missed a fundamental truth: There is a new social contract emerging—a digital social contract—that, like Rousseau’s original, has been proposed, ratified, and enforced by those it governs—most especially online video creators and their legions of fans who together stand at the apex of the digital revolution.
In Ogilvy & Mather's latest Red Paper, "The Digital Social Contract", Ogilvy's Jeremy Katz and Robert John Davis join with Alta Sparling and Bing Chen from Victorious to uncover the unspoken social rules governing the digital world and explain to brands how to thrive in it.
Brands That Do: Building Behavior Brands
by Susan Machtiger and Jaime Prieto
The importance and meaning of brands is in a state of turbulence. We live in a fragmented media world amidst unprecedented consumer control and content overload. It has become apparent that those brands that do not matter to consumers will soon fade into absolute irrelevance. So, what matters to consumers? How brands behave. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers. Most companies need to rethink how they build and care for their brands. This Red Paper shows them how.
2. 2
GSMA Mobile World Congress is the
world’s biggest and most influential
mobile event with 93,000+ attendees
from 200 countries. Hosted in the
Mobile World Capital Barcelona for the
10th year, attendees are treated to a
wealth of learning, product showcases
and inspiring keynotes
About Why are we there?
With all the hype, commotion and can-not-miss
content flowing throughout the 4 day event we
want to find the answers to the one thing on the
top of all of our minds, “What does all of this
mean for my brand?”
Digital@Ogilvy broke down the 2015 Mobile
World Congress into larger thematic takeaways
and trends that every brand should know. We
looked at the bigger picture and implications of
technology moving forward and unveiled the
opportunities at hand over the course of the
four day conference.
Mobile World Congress 2015
4. Day 1 Insights
Smart but not too smart
Don’t be too smart when it comes to your
brand’s role in the internet of things
Digital identity disorder
The average person has 26 usernames
associated with 5 different passwords;
that’s an issue
Security and/or privacy?
We want to eat our security and have our
privacy too
Will you ______ me?
What will mobile proposition you?
A burgeoning new
class system
What’s the hierarchy of services that will
come about as they vie for your data’s
attention?
pg. 5
pg. 7
pg. 9
pg. 11
pg. 13
5. Smart but not
too Smart
Don’t be too smart when it comes to your
brand’s role in the internet of things
5
6. AT&T FOUNDRY
The AT&T Foundry innovation centers are
fast-paced and collaborative environments
worldwide to deliver applications and
services to consumers and businesses
BLUESMART
This “connected” suitcase weighs itself and
displays the weight on your mobile device. It’s
outfitted with a battery pack to charge your
phone and a SIM card so you can keep track of
its whereabouts at all times
6
These grandiose visions of interconnected devices and mobile
play will come over time. Like, 20 years time. So lets get real.
In the mean time, how are you thinking about your role in this
connected universe of products, brands, and services? It doesn’t
have to be extreme and it doesn’t have to be costly. A BSH Home
Appliances manufacturer developed cameras insides its latest line
of refrigerators for food tracking purposes. Snap! A photo
instantly gets sent to your mobile phone so you can see what’s in
your fridge on the way home. Snap! A CPG brand was able to come
inanddishoutrecipesbasedonthecontextoftheitemsinyourfridge.
Why should you care? Before you shrug off the investment
dollars into something innovative because this market seems like
a hassle, try not to be too smart about it.
!
Smart but not too Smart
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
8. 8
The average person has 26 usernames associated with 5 different
passwords. That’s an issue. It totally sucks trying to remember logins.
The reality of this is that having one digital identity will make the
world a better single sign-on and safer place. Carriers are looking
to SIM card innovations to assign unique digital identifiers to our
mobile devices that can travel with us.
Why should you care? When it comes to security and privacy,
an assigned digital identity would enable us to not have to choose
between either/or, and lessen concerns about big brother watching
over you.
!
Digital identity disorder
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
GSMA Mobile Connect
Simply by matching you to your
mobile phone, Mobile Connect lets you
log-in to websites and applications
quickly without the need to remember
passwords and usernames
BLACKPHONE 2
Blackphone’s priority is selling
security-focused mobile hardware and
encrypted comms software to
enterprises and prosumers designed to
provide you with absolute privacy
10. GARY KOVACS
CEO OF AVG TECHNOLOGIES
“It would take 76 days to read all the
privacy policies I’ve signed up for on apps.”
1010
We have concerns over the privacy of our data and the actions we
take online. But we want to feel safe and secure from hackers and
the growing threats of global terrorism. So how about both? We
shouldn’t have to choose between either/or when it comes to
security and privacy across our mobile and digital networks.
But the reality is that if we want security, we have to give up our
privacies. That’s why privacy and security has to get better in our
changing world.
Why should you care? We need secure digital arenas (like
universal digital identities that work across regions) to live in that
can pinpoint threats without stripping us of our mobile
independence.
Security and/or privacy?
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
12. 12
1212
JASPER CONTROL
CENTER PLATFORM
Jasper Control Center Platform is a
cloud-based solution for enterprises to
launch, manage and monetize an IoT
deploymentusingasingleturnkeysolution
Mobile prediction propositions are only getting smarter and
better. Take SAP, which is simulating real-time business models
leveraging databases in ways never imagined to achieve, what they
call, a “memory economy”. This “memory economy” is about
knowing you, your products, and service’s behaviors and being
abletocontextuallyadapttothesituationandsolveproblemsseamlessly.
Why should you care? Let’s say your heating unit is failing
based on changes predicted by your NEST thermostat. The heating
unit company is pinged and has already ordered the replacement
part. As it’s being shipped, a technician has been notified—on
their mobile device—of the problem and the item’s arrival, and
has already contacted your realty management company to
schedule installation. All before your heat went out on a cold
winter night.
Will you ______ me?
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
13. A burgeoning new
class system
What’s the hierarchy of services that will come
about as they vie for your data’s attention?
13
14. DATA PRIORITY
Chief executives of Deutsche Telekom and
Vodafone announced at Mobile World
Congress that telecoms should be able to
prioritize the delivery of data for services in
the future like connected cars and health
devices like heart monitors because a delay
in a signal could mean huge problems later
14
Who is to say which services will take precedence over others’ to
access your data usage and other factors? There are service-
structuring models taking place: it’s called the quality classes of
services.
Why should you care? As we take baby steps into this
interconnected world of things, the conversation centers on what
should come first. Should Spotify be making predictions as to
what song should follow your next track, or should Ford be
pushing out its algorithm to react to changes in the surrounded
environment so it can trigger the brakes when you forgot?
A burgeoning new
class system
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
16. 16
Day 2 Insights
5G What? Part 1
5G is THE missing piece to the larger
puzzle of technological advancement
5G What? Part 2
Let’s put it all in context for you in a life or
death situation!
5G Reasons to get excited
5G will bring forth a new digital era and
spark the next industrial revolution
5G Consumer-centric
modeling
5G will heighten marketers ability to create
a near perfect commerce ecosystem
pg. 17
pg. 19
pg. 21
pg. 24
17. 17
5G what? Part 1
5G is THE missing piece to the larger
puzzle of technological advancement
18. 5G HYPER
Safasdasd
Don’t you feel like technology and digital seems to be plateauing?
It’s because our devices and tech-oriented lifestyle needs a new
data pipeline to enable the type of conceptual, interconnected
living lifestyle we all want so badly. The answer: 5G.
5G isn’t just the next mobile network, like 4G or the failure
known as 3G. It’s the next technological platform. It’s going to
take us to speeds beyond what we currently experience. Imagine
downloading an 8gb movie in just 6 seconds.
Why should you care? 5G is going to enable your mobile device
to connect to billions of other devices and sensors, in all aspects of
your life (your current phone can connect to a few thousand).
Latency issues will cease: no downtime, no wait time, and
knowledge can be made out of data insights much faster.
$4 TRILLION
5G will require continued global
cooperation and an investment of
nearly $4 trillion (cumulative R&D and
CAPEX invested by mobile players
2015-2020 ) according to Qualcomm
18
5G what? Part 1
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
5G HYPERSERVICE CUBE
Huawei gives a multi-dimensional
overview in terms of throughput,
latency and number of connections
required for the many types of services
5G networks will need to run
19. 19
5G What? Part 2
Let’s put it all in context for you
in a life or death situation!
20. Autonomous vehicles. They’re pretty sweet, especially once you
get behind the wheel of one and take a deep breath as you give up
control. But, if these were to hit the roads on our 4G networks,
with high latency issues, you would die!
Why should you care? A self-driving car on a 4G network,
traveling 60mph, which needs to suddenly hit the brakes to avoid
a collision would move an additional 5 feet on the road before all
the data processes took place to stop the car. On a 5G network, the
car would only move 2.8cm. That’s 1.5 tons of steel moving less
than half your thumb to avoid collision. That’s the sheer power of
what 5G will enable. And how about this: that autonomous
vehicle is talking to the 50 other cars in its surrounding area and
to sensors placed all throughout the environment and streets.
4G VS 5G REACTION
Huawei provided the 4G vs 5G example
in relationship to just how far an
automated car would travel over each
network before it can process the data
to apply car brakes in a dire situation.
20
5G what? Part 2
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
21. 21
5G reasons to
get excited
5G will bring forth a new digital era and
spark the next industrial revolution
22. The evolution of the internet will, when we finally have the
ability to, take computing and content and bring it all together in
an intelligently-managed way, differentiating the type of
technology that is produced and the services being offered. Here
are 5 reasons to get excited about 5G, 5 years from now:
• The humanization of the internet: The internet will be able to
better sense the environment through sensors, probes, and
connected objects, which means that services will be able to
understand the specific situations of your physical environment
• Keeping it green: With 50 billion connected devices by 2020,
these networks that will be built all over the world are being
researched with the idea of maximizing low-cost energy
consumption in mind
A NEED FOR 5G
5G will enable more connections
between mobile and the environment,
lower latency issues and increase the
speed in which we can download and
upload data
22
5G reasons to get excited
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
23. • The Next Industrial Revolution: 4G does, in fact, limit the
entrepreneurial spirit. There is only so much you can do with our
current speeds and connectivity on mobile. This veil will soon be
lifted, and our services will take on utility we never dreamed
possible by imaginative minds who saw new opportunities first
• The One and Only Follower You Need: With 5G, the internet will
follow you wherever you go, enabling you to take all the data you
create from device-to-device, creating seamless user ubiquity
• Consumer Behaviors: We already know consumer behaviors
change overnight, based on adoption of tech and the utility that
service provides. With 5G, the way we watch video, shop, and
socialize is going to be vastly different than what it is now. What
are consumers going to be able to do? And what types of behaviors
are they going to stop exhibiting?
A 5G COMPARISON
Imagine downloading a 4k version of a movie
while walking through your front door after
work. Or better yet, get a LIVE consultation
with your doctor over FaceTime while
rendering a 3D interactive map of your brain
23
…continued
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
25. 5G gives the opportunity for brands to be smarter and more
contextually relevant when tracking the customer journey.
Why should you care? In a 5G world, brands will be able to
multi-hop across consumers’ various environments with ease via
mobile, device-to-device discovery. Communication will increase
tenfold, meaning devices will stop talking childish gibberish and
make real sentences.
Integrated access and backhaul will help you keep track of it all,
and you’ll never have to predict a consumer journey again. You’ll
know it in real-time.
5G consumer-centric
modeling
25
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
THE USER AT THE CENTER
Qualcomm envisions the user at the center of
5G. You and your consumer are going to be
able to create new services and new
experiences based on all the different ways
you can interact and connect with each other
across sensors and devices
27. 27
Day 3 Insights
The business of being social
There is another world behind social networks
you should consider leveraging
When context becomes
personal
A quick guide to harness contextual information
to personalize consumer services
What’s your outcome?
Without a desired outcome for your business or
your customer’s business, IOT in the B2B space
is pointless?
B2B Ubiquity
Achieving success in the Internet of Things B2B
space faces three requirements
Live Vegas, be open to
experimentation
Big data carriers will always control one thing,
the pipeline
pg. 28
pg. 30
pg. 32
pg. 34
pg. 36
28. 28
The business of
being social
There is another world behind social networks
you should consider leveraging
29. On the facade, Twitter might be pumping out 6,000 tweets every
second of every day. While this is going on, Twitter has been
meticulously building a data archive of human thought. Like
Twitter and other social networks, tech companies are able to
build assets and let us know what the world is thinking about.
They’re making purchase intent predictions and a providing
insight on a ton of other marketing factors.
Why should you care? The next time you’re thinking of using a
social platform in your marketing, take a second to think the back
catalogue of typical actions being made by consumers. There are
other types of data you can tap into outside of a clever CTA and :15
second piece of video content.
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
The business of
being social
HOT ON TWITTER - HTC VIVE
According to Twitter, HTC led the most mentions
with an emphasis on their virtual reality headset
called Vive. Virtual reality was hot at CES and it
made an even bigger appearance at MWC. It’s
going to unleash a completely new way we
experience brand narrative
31. You have to think beyond online insights when it comes to
discovering contextual info about consumers; 80% of their spend
still occurs in the physical world! It might seem a little complex,
but here is a quick guide that will make context more personal
that uses mobile as a bridge:
• Bring together the right technology. Physical venues can
provide micro insights into specific user habits while macro
insights (like gps) provides location and proximity.
• Offer a compelling value proposition. Why should the consumer
give you access to their data?
• When you get their permission, you’ll need an analytics system
to churn and form knowledge of insights to provide a more
personal service.
!
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
When context
becomes personal
KELLY AHUJA
SVP AT CISCO
Kelly Ahuja explained at Mobile World
Congress that it is more important to
understand a consumer’s digital stream of
information not just isolated pieces of it.
That stream of information combined with
location details can help service providers
and enterprises create better experiences for
their consumers. The data has always been
available but it hasn’t always been easily
accessible until now
33. If you can’t tell your company or the business leaders of your
customer’s business how you’ll use IOT to generate productivity or
revenue generation, IOT is not a fit. And if you can’t guarantee
these outcomes, you really shouldn’t be in the IOT space. The IOT
B2B space is a bigger numbers game.
Why should you care? You should have a problem you want to
solve or desired outcome in mind before even thinking about B2B
implementation. And you need to train your people to
understand how to act upon the outcomes and knowledge formed
by the data captured. People should be seen as sensors in your IOT
B2B ecosystem.
!
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
What’s your outcome? According to Bill Ruh, Vice President, GE Software,
these drivers below will open up doorways for you
when it comes to determining your business
outcome. What will your outcome be?
OUTCOME DRIVERS
35. There is a lot more scrutiny in the B2B space when it comes to the IOT.
Every point along the industrial model and value chain is looked at, its
costs analyzed. Here are three requirements recommended by Aegis you
should take into consideration as you look into building and
implementing an IOT B2B platform.
• Scaled Internet Costs: All of these devices in your IOT B2B ecosystem
come with the cost of internet interconnectivity. Your target should
ideally be below <.05 cents to achieve scalability.
• Business Model Flexibility: Your devices will be used by employees,
sometimes outside of their intended use. How will you monitor? How
will you split business and personal costs? All things need to be considered.
• Operational Intelligence: Data can be sneaky. So you have to do a lot of
optimization of your devices and system and assessment of data. When
you’re churning large amounts of data and 35% of it is completely
useless, those costs add up! One company found that 1% of their devices
were flawed, which created 35% of unusable data.
!
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
B2B ubiquity
Marc Jones, Chairman and CEO of Aeris, left the
audience at Mobile World Congress with some
key takeaways when it comes to helping your
company realize the IoT opportunity and
requirements you’ll be faced to implement
REALIZING THE ENTERPRISE
IOT OPPORTUNITY
37. Big carriers won’t die out (don’t worry, people said that about big
agencies too). In fact, they’ve disrupted their own business models
and a whole new service economy has been built upon the data
pipeline, which they control. The pipeline provides consumers
utility and generates data usage, which equates to dollar signs for
this industry.
Why should you care? But how far will the carriers go? On one
hand, they need to create value propositions to entice consumers
to purchase their data plans, like a streaming entertainment
partnership with HBO. But they don’t have the rich resources to
create almost-flawless platforms like Netflix. So they’re looking at
startups, businesses, and brands to create utilities that get users to
consume data and become
!
!
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
The pipeline
THOMAS WHEELER
CHAIRMAN OF THE U.S. FEDERAL
COMMUNICATIONS COMMISSION
How will innovation flourish in the pipeline?
Chairman Wheeler addressed the need for a
sufficient spectrum, like he mentioned
earlier. A sufficient spectrum is the pathway
of the 21st Century as we’re going to become
a wireless world. It has to be an open internet,
free from interference. And it has to be
competitive. We have to make sure we’re
creating situations where both network
operators and edge providers—pretty much
every website and app maker on this very
earth—see a similar the competitive
advantages. And if all of this is put together,
it’s the magic elixir that drives innovation.
39. Day 4
“The Others”
The mobile industry needs more inclusive
innovation, but first we need to drop the
stereotypes about the developing world
Enabling financial inclusion
Cash is not the friend of the excluded, but
mobile banking on the other hand…
How are you paying?
The four dominant mobile payment types
according to PayPal: Remote Mobile,
MobileIn-Store,MobilePoint-of-Sale,Hybrid
The trust revolution
Have you ever looked at your user-
agreement policies? It’s kind of insane
Wrong place at the wrong time
We can look to the past for the
disintermediation of our future
The 5 startups at CES every brand should know
39
pg. 40
pg. 42
pg. 44
pg. 46
pg. 48
40. 40
“The Others”
The mobile industry needs more inclusive
innovation, but first we need to drop the
stereotypes about the developing world
41. BROADBAND IN NIGERIA
Wikipedia founder Jimmy Wales
demonstrated that broadband
penetration is just as good in Nigeria
(example is from a high end hotel in the
country) as it is in New York
WIKIPEDIA ZERO
Wikipedia Zero is a project by the
Wikimedia Foundation to provide
Wikipedia free of charge on mobile phones,
particularly in developing markets
Farmers in third world countries see success over crops via mobile
weather updates! Disease is halted due to SMS texting awareness in
developing market! Oh these people, if only they know what the
internet could do for them!
These are the types of headlines that saturate the media in which we
form our opinions about developing markets and mobile
penetration. Well, it’s wrong. What people don’t know is that when
developing countries around the world see growth in internet and
mobile usage, these users are immediately going straight to Google,
Facebook, Twitter, Wikipedia, and their local news sources. They are
joining the global conversation immediately (faster than your gramps).
Why should you care? We need to stop thinking of these global
citizens as “the others”. Because that 26 year old programmer in
Kenya is going to be the one driving innovation in her country faster
thanthe26yearoldprogrammerinPaloAltomakingprivilegedassumptions.
“The Others”
41
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
43. MASTERCARD + EGYPT
The Government of Egypt and
MasterCard are rolling out a digital ID
program that links citizens’ national
ID to the existing national mobile
money platform, allowing Egyptians to
participate in the formal electronic
economy through a single, easy-to-use
cashless program
MASTERCARD + ZIMBABWE
MasterCard has partnered with Steward
Bank/EcoCash in Zimbabwe which will
make remittance services available to
more than 1.5 million account holders
who will be able to finally receive funds
sent by family and friends abroad directly
into their accounts
Cash is not the friend of the excluded. If you receive cash for an
hourly-waged job and you can’t pay a bill online, or send money
home to mom, or perhaps your benefits are stolen on your
commute home, how are you supposed to keep this physical
money digitally secure?
Why should you care? Mobile banking helps solve this issue of
cash-turned-digital transactions, but only if all the mobile
banking silos around the world drop their act and... wait for
it...become ubiquitous (the most overused word in 2015 so far, sorry!).
A majority of speakers at MWC have placed a call to arms for the
larger financial institutions of the world to embrace mobile
banking systems so that a global money transfer hub can exist,
one which allows for all types of financial transactions to take
place regardless of phone, carrier, or financial provider.
43
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
Enabling financial
inclusion
44. 44
How are you
paying?
The four dominant mobile payment types according
to PayPal: Remote Mobile, Mobile In-Store,
Mobile Point-of-Sale, Hybrid
45. AccordingtoPayPal,thesearethefourdominantmobilepaymenttypes:
• Remote Mobile Payment: consumer is shopping in a native
application or shopping digitally
• Mobile In-Store Payments: payment occurs in a physical store
where the mobile device is used by a consumer to make a
payment
• Mobile Point of Sale: geared towards smalls businesses who
never accepted credit cards but are trying to find new ways to
accept more payment forms (think Square)
• Hybrid: consumer makes purchase on a mobile website for an
item, but chooses to pick it up in a physical store versus
shipping
45
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
How are you paying?
VISA READY
The Visa Ready program helps each
mPOS stakeholder navigate the
payments ecosystem to help ensure
secure card transactions
SAMSUNG PAY
Samsung announced Samsung Pay and it
utilizes a technology called Loop that
allows Samsung devices to work with NFC-
free magnetic card readers. Which means
you can use your Galaxy S6 at just about
any credit card reader
47. GARY KOVACS
CEO OF AVG TECHNOLOGIES
“Moreover, consumer data shows that more
and more people are demanding trust,
actively considering it when they choose
whether or not to adopt a technology. To
this end, a healthy and informed consumer
base is more apt to contribute to a
productive and profitable Internet.”
4747
CEO of AVG Gary Kovacs believes that trust is the new currency. He also
believes that it’s an inalienable human right in the mobile industry that’s
under a tremendous threat. The industry needs to fundamentally change
how it accesses and uses data. It can start by doing these three things:
1. The code to products we deliver must be simpler. We operate our lives
across a series of operating systems and multiple platforms. It’s currently
a mess to navigate and different rules apply.
2. The one page user-agreement challenge. Kovacs had his team look at all
the privacy policies attached to his digital life. If he wanted to read them
all, it would take nearly 76 days to get through all the fine print. What do
all these companies possibly need?! Lets push for an industry standard of
one-page user agreements with a size 12 font.
3. Expectations of user behavior. Kovacs and partners are pushing for
#SMARTUSER education. If you don’t do it in real life, why do it online?
The idea is if we make trust smart and simple, educating users how to
behave will be just as easy.
47
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
The trust revolution
48. 48
Wrong place at
the wrong time
We can look to the past for the
disintermediation of our future
49. 49
Hussein is a founding partner of Hoxton Ventures, a
London-based early stage European venture capital
firm. He called Mobile World Congress to take this trip
to the past to see what can be reinvented in the future.
He currently represents Hoxton's investments on the
boards of Campanja and Deliveroo
When you start to look back over time, there are a ton of ideas
that failed in the digital and mobile space. Could it have been just
an issue of wrong place, wrong time? A decade ago, was the mobile
technology just not good enough for rating your college colleagues
Hot Or Not to explode as a money generator? Because online
dating app Tinder has the same foundation as Hot or Not (swipe
right for hot, swipe left for not), it just exploded because of
location services and social network growth.
Why should you care? So creatives, entrepreneurs, big idea
thinkers, and marketers too, it might be worth taking a trip back
down memory lane and determining what ideas failed miserably
due to wrong timing that could thrive based on the progression of
our mobile technologies.
WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW
Wrong place at
the wrong time
HUSSEIN KANJI
PARTNER, HOXTON VENTURES