At Mobile World Congress 2014, the focus shifted from high-end devices to affordable technology aimed at connecting the next billion consumers, with notable advancements in smartphones, wearables, and sensors. Key themes included expanding internet access, enhancing smart connectivity, and prioritizing user privacy and identity protection. Brands are increasingly recognizing the need for improved data management and micro-targeting as more people become connected through various devices.

1. MARKET INSIGHTS
MOBILE WORLD CONGRESS 2014:
5 KEY TAKEAWAYS
This year at the MWC, manufacturers, telcos and content
providers all seemed to share a common goal: to bring
technology and Internet access to every corner in the
world. Beyond the bigger and better screens, faster
processors, and integration of new functionalities in
mobile devices, there was a notable shift in focus from
high-end devices to less expensive and more accessible
technology.
cal Sensors), small and inexpensive sensors that can
be placed anywhere (such as a refrigerator, car, or room)
to capture data and transfer it back to the consumer’s
smartphone display through technologies such as NFC or
BLE. Brands seeking to better connect with consumers
are focusing on finding ways that sensors can add value,
from managing energy usage, tracking movements or
monitoring room temperatures.
Five key areas of focus for 2014 in the mobile industry:
4. More fashionable, wearable devices
1. More affordable smartphones
Brands have made it clear that their objective for the next
years is to reach the next 1 billion consumers by continuing to eliminate cost barriers between feature phones
and smart phones. FirefoxOS presented a smartphone
that will be sold for $25 in partnership with the Chinese
manufacturer Spreadtrum Communication; LG, winner for
“most innovative device manufacturer”, introduced
a smartphone to bring 4G to the masses; Nokia presented
its first Android-powered phone, and Canonical, developer of Ubuntu, the most mainstream Linux distribution,
presented the mobile version of its mobile OS in partnership with Meizu and BQ phones.
2. More ubiquitous connectivity
During his MWC inauguration speech, Mark Zuckerberg
communicated his desire to “make Internet access
available to the two thirds of the world not yet connected”. That raised the discussion about whether “Over The
Top” providers (companies that deliver content through
third party networks) should provide significant investment to build the infrastructure. Already we have seen
settlements between cable operators, telecommunication
companies and content providers in some countries, but
the real challenge will be in developing markets, where
the investment in high-speed internet connection infrastructure hasn’t event started.
3. More sensors make life smarter
The trend today is around MEMS (Micro ElectroMechani-
Rori DuBoff
Global Head of Strategy
www.havasmediagroup.com
Realizing that consumers don’t necessarily want to look
like robots, new players (like Lumus and Weon) are
creating augmented reality devices, smart watches, and
fitness bands that consumers feel comfortable wearing.
The space is growing rapidly as brands recognize that
wearable technology is becoming a meaningful part of
consumers‘ lifestyles.
5. More awareness around privacy & identity
protection
As consumers become more concerned about safeguarding their personal data, brands are starting to launch
products, services and features such as facial detection
software and fingerprint and biometric scanners.
Blackphone, a carrier and vendor independent device, is
allowing users to control their communications by
offering them the possibility to encrypt all incoming and
outcoming calls, messages and files. We expect to see
personal security features become even more prominent
and sophisticated going forward.
For marketers, more people connected to the Internet in
more places through more touch points (sensors
everywhere), translates into a need for better data
management, more micro targeting and more customized
ways to deliver meaningful messages and experiences.
See live footage from Mobile World Congress
at 3istrategy.tumblr.com/tagged/MWC
Daniel Rodrigo
Global Strategy Director
Lara Velázquez
Global Strategist
March 3, 2014