Five Trends from #MWC15
Key Takeaways from the 2015 Mobile World Conference
March 2015

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Top Five Trends from #MWC15
This year’s Mobile World Congress took place in Barcelona, Spain and was bigger than
ever with 93,000 attendees. MWC is one of the world’s largest mobile events and 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.
Here is our round-up of key trends to note from this year’s MWC. Enjoy!
Top Trends:
1. Mobile payments advance and competition heats up
2. Mobile Security is top-of-mind for consumers and tech companies
3. Internet connectivity expands further into the developing world
4. Tech challenges Telecom as companies like Google move into the wireless space
5. Wearables and the Internet of Things (#IoT) go mainstream

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“ ”
Samsung’s mobile payment service using LoopPay
technology was announced with the initial preview of the
Galaxy S6 smartphone.
Why is this a game changer for the mobile payments
market?
With unparalleled retail penetration, this move positions
Samsung as a key player in the mobile payments space.
LoopPay works with 90% of merchant’s point-of-sale
terminals and is the most accepted mobile payment service
solution worldwide.
Most competitors, including Apple Pay, Google Wallet, and
Softcard, use Near Field Communication (NFC) technology
which requires retailers to update their payment
infrastructure in order to accommodate mobile payments.
This issue has been a key obstacle in universal adoption of
mobile payment services. 700,000 payment terminals can
accept payments using NFC technology.
1. Mobile payments advance and competition heats up
“This acquisition accelerates our vision to drive and lead
innovation in the world of mobile commerce’…’we are
delighted to welcome LoopPay to take us closer to this goal.”
- JK Shin, President and Head of IT and Mobile Division at Samsung*
Sources: The Wall Street Journal, Mobile Marketer, Fast Company (See p. 15)
#1

4
“ ”
Samsung/LoopPay Apple Pay Google Wallet PayPal
HowitWorks
Users download the app and
register their credit, debit, and
gift cards. At the point of
purchase, users select a card
from the app, enter their PIN,
and hold their phone up to the
payment terminal. LoopPay
transmits the magnetic signal
from a selected card and the
payment is made.
Users store card information in
Passbook and pay in store by
holding their iPhone close to the
payment reader and using Apple
Touch ID. Users can also use Apple
Pay within apps.
Users download the Google Wallet app
and enter credit, debit, gift, and loyalty
card information into it. Payment in store
can be made via the Google Wallet card
or by holding their their NFC-enabled
device up to the payment reader.
Purchases can be made across all
Google products and wherever the ‘Buy
with Google’ button appears online or
within apps.
Users download the PayPal app
and enter payment information for
their cards and accounts. In store,
users open the app and check-in at
that location. The clerk can see the
user’s PayPal profile in the store’s
PayPal system and then process
the payment. Users need to create
a PIN for specific larger chains and
restaurants.
Tech
Works w/ both NFC and
traditional mag stripe readers
NFC NFC; needs cell service The app needs a Wi-Fi connection
or cell service
Require-
ments
Samsung Galaxy S6
smartphone or LoopPay phone
case or fob
Works with iPhone 6 and Apple
Watch and apps on iPad Air 2 and
iPad mini 3
NFC devices include most Android
devices running 4.4+; app is available in
US to users on Android 2.3+ or iOS 6+
App available for Android devices
2.3.3+, iOS devices on iOS 7.1+
Pros
Works with 90% of US payment
terminals
Will likely spur adoption of NFC
payment systems in the long-term
Stores all of a user’s loyalty cards PayPal has the most experience in
the payments space
Cons
Security is still up for debate In the short-term, only 700,000
retailers in the US support NFC
payments; can store loyalty
information for only select retailers
Users need to carry the Google Wallet
card for non-NFC retailers; need cell
service in order to use it
Has the lowest retailer penetration.
Works at “thousands” of US
retailers; the app needs a Wi-Fi
connection or data to work
News Recently purchased SoftCard. Recently purchased Paydiant.
Sources: The Wall Street Journal, Mobile Marketer, Google, CNET, Mobile Payments Today (See p. 15)
The Mobile Payments Landscape #1#1

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• Consider mobile payment integration when auditing or designing
loyalty programs. Integration of retailer’s rewards programs with mobile
wallets is something few in the space have done but will provide a huge
competitive advantage to the mobile payment service provider who does this
well. Integration of loyalty programs is likely to increase mobile wallet usage
and penetration.
• Look for integration with apps to enhance user experience. Brand
partnerships, like Domino’s Google Wallet payment option, stand to enhance
mobile wallet adoption, and also offer a more seamless experience for the
consumer.
What are the implications for brands? #1
“Having access to loyalty
program points and
rewards within a mobile
wallet is the number one
feature they [consumers]
are interested in.”
- Thomas Husson, Analyst,
Forrester
The global
Mobile Wallet
market will reach
a value of
$1,602.4 BN
by 2018
Sources: The Wall Street Journal, CNET, Burberry Plc (See p. 15)
• Convergence across mobile messaging and mobile will potentially create shifts in
user behavior. The potential of mobile messaging providers to expand their capabilities to
mobile payment services will heat up competition in the space. SnapChat released
SnapCash earlier this year, and LINE, a popular Japanese company which originated as a
mobile messaging service, is expanding to include a mobile payment service. In addition,
Burberry recently teamed up with LINE to broadcast its runway show during London
Fashion Week. As brands partner with messaging apps that are moving into the mobile
payments space, there is potential for users to be able to purchase directly from the apps.

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2. Security is top-of-mind for consumers and tech companies
The mobile space is responding to the flurry of high-profile data thefts and
security breaches this year by integrating state-of-the-art biometric security
measures into devices.
Fingerprint Scanning: Vkansee, a New York-based startup, has created a
scanner that uses an optical sensor to scan fingerprints with more accuracy.
The resulting fingerprint scans are more secure because the sensor
captures 150 data points from each fingerprint compared to the 10-11 data
points existing fingerprint scanners in Apple and Samsung phones capture
today.
Eyeball Scanning: ZTE introduced the Grand S3 smartphone which scans
a user’s eyeball with a camera and uses patterns in the eye to unlock the
device. Although this phone is currently only available in China, the eye-
scanning technology is a departure from fingerprint-scanning and represents
the next level in device security.
Implications for Consumers and Brands:
Security and privacy continue to be top-of-mind for consumers as hackers and data thieves become more sophisticated.
Although Samsung’s LoopPay technology works at most retailers, it’s security is still up for debate, and the potential for fraud via
Apple Pay has recently come into question. The most secure technology could result in a competitive edge for device makers
and mobile payment service providers.
Image Source: Aloysius Low/CNET
#2
Sources: Mashable, CNET, The Guardian (See p. 15)

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3. Connectivity is expanding to emerging markets
Google announced that it will launch solar-powered drones sometime in 2015 as part of
Project Titan that act as remote satellites to provide Internet connectivity to areas below.
Titan will supply connectivity to smaller, more specific regions, Google’s Project Loon will
supply connectivity to larger areas using balloons acting as cell towers to bring Internet
service to rural and remote areas. A third initiative, Project Blank, will use a fiber network to
bring Internet access to both rural and urban areas throughout the world.
Although many of us cannot imagine our lives without the Internet, two-thirds of the world’s population, 4 billion people, lives without
Internet access. This is due to a myriad of factors, with cost of access and lack Internet availability being primary reasons. Google
and Facebook are working on initiatives to bring Internet access to the world.
Facebook’s Internet.org initiative is on track for aggressive expansion and will be in
100 countries by the end of 2015. As a part of this initiative, Facebook works with data
providers to offer free Internet access with the objective of bringing connectivity to the
entire world. The goal is to get people to see the value that Internet brings to their
lives and pay for more premium access plans. Facebook is planning to use drones,
lasers, and satellites for its Internet.org initiative.
Image Source: Jon Shenk/ Google
Image Source: JEFF CHIU/ASSOCIATED PRESS
#3
Sources: Mashable, Slate(See p. 15)

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What does greater Internet connectivity mean for brands?
Greater reach.
A more connected world means that there is much greater potential to
reach many people including those in developing and emerging
markets.
What’s in it for Google and Facebook?
First mover advantage sums it up. By introducing the Internet to first-
time users, each company stands to grow a user base and build loyalty
among these new markets. More platform users represent new
opportunities for brands to buy ad space, and thus more ad revenue for
platforms.
Changes to platforms.
With the goal to connect the entire world, billions of more potential users
would help inform decisions about platforms like Facebook. It will be
interesting to see how social platforms evolve to accommodate new
users from emerging markets.
#3
Sources: Techcrunch, Time, The Verge (See p. 15)

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4. Tech challenges Telecom as companies move into the wireless space
In addition to reinforcing its commitment to bringing connectivity to emerging markets, Google also announced that it will test offering
a wireless service within developed markets. Google’s move into the space will utilize Wi-Fi and should provide disruptive for existing
telecom companies like AT&T and Verizon.
Disruptive Approach: User behavior has changed considerably since the introduction of the smartphone. Many users primarily use
their phones to check email, play with apps, and access the Internet whereas, prior to the smartphone, the main use of phones was
to talk and text.
Although it is not clear what Google’s plan and pricing model will look like, it is a safe bet that Google’s offering will be less expensive
and be priced from a data perspective. Currently, wireless plans from providers like AT&T and Verizon are based off of pricing plans
for voice calls and text packages with data plans tacked on. Under the current plan structure, the majority of a user’s monthly bill go
towards voice and text. In addition, more and more apps like WhatsApp and Skype allow for calling and messaging, do not require
telecom voice services, and send data via the Internet.
Looking Ahead: Google is expected to partner with smaller telecoms like Sprint and T-Mobile to compete with AT&T and Verizon,
and phones using Google’s Wi-Fi service will switch between Wi-Fi connections and cell towers when Wi-Fi is not available.
Implications for Brands
Overall, it seems very possible that Google could disrupt the wireless landscape, but as of now, nothing is certain as questions remain about
Google’s approach. The company has yet to disclose which areas it plans to launch its wireless service in, and if it will support all devices. It is
rumoured that the service will only be compatible with the Nexus 6 Android, the company’s only smartphone, which may also affect consumer
adoption.
#4
Sources: Forbes, Slate, Fortune (See p. 15)

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5. #IoT Goes Mainstream
The premise of #IoT are smarter, connected devices, working together as a network to create efficiencies, make life easier, and save
money. From a brand perspective, data on usage and patterns will help brands better understand their users.
Of the entire IoT ecosystem, wearables made a big splash at MWC this year. MWC 2015 was a showcase for how wearables are
responding to consumer needs and becoming more mainstream. A notable improvement this year over past introductions of new
devices was the attention that companies paid to style and the appearance of new products.
Notable products:
1. Huawei watch
2. LG watch urbane
3. Kairos watch
4. Pebble time
5. Runcible
6. Smart suitcase
7. LifeBeam smart hat
8. HTC Vive
Implications:
Connectivity and smarter devices are the name of the game, and tech companies are paying
attention to appearance. Brands that balance functionality and appearance to appeal to
consumers will win. Image Source: sogeti.com
#5
Sources: Forbes, Slate, Fortune (See p. 15)

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Wearables of Note
LG Watch Urbane LTE
What is it?
• A smartwatch designed as a luxury wristwatch. Users can use the watch to make
calls, NFC to make payments, and supports other apps such as email, calendar, etc.
How does it work?
• Runs on the LG Wearable platform. Uses LTE instead of 3G.
How much does it cost?
• Pricing has not been disclosed
Huawei Watch
What is it?
• A smartwatch designed as a classic timepiece. Has to be synced with an Android
smartphone to make calls and features a heart rate and activity monitors, and can
receive SMS and email.
How does it work?
• Runs on Google’s Android Wear platform
How much does it cost?
• Rumored to be close to $1,000 USD
Image Source: PCMag.com
Image Source: PCMag.com
#5
Sources: (See p. 16)

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Wearables of Note
Runcible
What is it?
• A circular smartphone alternative aimed at eliminating the disruption and distraction that
social feeds and endless alerts cause. Aimed at providing users a simpler experience.
How does it work?
• Runs on a Firefox operating system. Supports up to 12 contacts with other calls going to
voicemail. Alerts users of above average social activity, but not to every single alert.
How much does it cost?
• Rumored to be in the $600 range
HTC Vive
What is it?
• A virtual reality headset that features a 360-degree field of vision and 3D audio for gameplay.
How does it work?
• 1080 pixel screen and a 90 frame-per-second display. The complete system features a
headset, two bay stations which track users’ movements, and two wireless controllers.
How much does it cost?
• TBD
Image Source: PCMag.com
Image Source: technobuffalo.com
#5
Sources: (See p. 16)

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Thanks.
Questions? Thoughts?
Nadia Bashir, Account Director – Digital Strategist
nadia.bashir@ogilvy.com
Amy Brown, Vice President – Digital Strategist
amy.brown@ogilvy.com

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Sources and Additional Reading!
Mobile Payments
http://cointelegraph.com/news/113531/samsung-to-acquire-looppay-to-compete-with-apple-pay
http://blogs.wsj.com/personal-technology/2015/02/18/how-samsungs-looppay-mobile-payment-system-works/
http://www.wsj.com/articles/samsung-makes-move-into-mobile-payments-1424291445
http://www.mobilemarketer.com/cms/news/software-technology/19165.html
http://blogs.wsj.com/cio/2015/01/26/the-next-step-for-the-mobile-wallet-loyalty-programs/
https://www.apple.com/iphone-6/apple-pay/
http://abcnews.go.com/Technology/wireStory/apple-watch-anticipation-features-functions-unveiled-29492633
https://www.google.com/wallet/faq.html
http://www.cnet.com/how-to/pay-with-your-phone-apps-apple-pay-samsung-pay/
http://www.cnet.com/how-to/apple-pay-vs-google-wallet-vs-paypal/
http://www.mobilepaymentstoday.com/articles/paypal-president-has-change-of-heart-regarding-nfc/
http://www.mobilepaymentstoday.com/articles/the-consolidation-game-in-the-mobile-payments-market/
http://www.prnewswire.com/news-releases/global-mobile-wallet-market-to-value-16024-billion-in-2018---transparency-market-research-278375121.html
http://www.fastcompany.com/3041578/most-innovative-companies-2015/how-japans-line-app-became-a-culture-changing-revenue-generat
http://www.pcmag.com/article2/0,2817,2456839,00.asp
http://www.burberryplc.com/media_centre/press_releases/2015/burberry_launches_global_partnership_with_line
Security
http://mashable.com/2015/03/03/samsung-pay-security/
http://www.theguardian.com/technology/2015/mar/02/apple-pay-mobile-payment-system-scammers
http://www.cnet.com/news/start-up-promises-super-accurate-fingerprint-sensor/
http://www.cnet.com/news/smart-players-find-new-twist-on-the-smartphone-at-mwc-2015/
http://www.cnet.com/products/zte-grand-s3/

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Sources and Additional Reading!
Connectivity & Convergence of Tech, Telecom
http://mashable.com/2015/03/02/google-titan-solar-powered-drones-to-launch
http://www.slate.com/articles/technology/future_tense/2014/12/project_loon_how_google_s_internet_balloons_are_actually_working.html
http://mashable.com/2015/03/04/facebook-web-access-internet-org/
http://techcrunch.com/2015/03/02/and-connectivity-for-all/
http://time.com/3724162/facebook-bandwidth-mobile-ads/
http://www.theverge.com/2014/6/2/5771322/google-reportedly-launching-180-satellites-for-worldwide-internet
#IoT
http://www.forbes.com/sites/michaelkanellos/2015/03/02/clues-on-how-googles-new-phone-service-might-work/
http://www.slate.com/articles/technology/technology/2015/03/google_wireless_how_the_freedompop_model_could_disrupt_verizon_at_t.html
http://fortune.com/2015/03/02/google-cell-wifi-phones/
http://www.forbes.com/sites/roberthof/2015/03/02/the-art-of-the-nudge-why-google-wants-to-be-a-wireless-carrier/
http://fortune.com/2015/03/06/google-wireless-nexus/
http://www.pcmag.com/slideshow/story/332587/the-10-best-products-from-mwc-2015/10
http://www.eweek.com/mobile/slideshows/lg-watch-urbane-two-stylish-smartwatches-unveiled-at-mwc-2015.html
http://www.cnet.com/products/lg-watch-urbane-lte/
http://bgr.com/2015/03/04/huawei-watch-price-release-date-comparison/
http://www.pcadvisor.co.uk/reviews/wearable-tech/3600487/huawei-watch-hands-on-review/
http://www.christiantimes.com/article/samsung.gear.s.vs.huawei.watch.specs.price.comparison.features.review.huawei.device.sports.premium.look/51355.htm
http://www.technobuffalo.com/2015/03/06/mwc-2015-awards-these-are-the-best-products-we-saw-in-barcelona/
http://blogs.wsj.com/personal-technology/2015/03/06/sizing-up-virtual-reality-headsets-sonys-morpheus-and-htcs-vive/
http://www.wired.com/2015/03/looking-outside-rectangle-breakthrough-gadget/
http://mashable.com/2015/03/04/runcible-smart-pocket-watch/