Mobile World Congress 2015: What we learned at MWC and what brands have to know (Ogilvy&Mather)

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  • Mobile World Congress 2015

    What we learned at MWC and what brands have to know

  • 2GSMA Mobile World Congress is the worlds 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

  • !Day 1 Insights

  • Day 1 Insights

    Smart but not too smart Dont be too smart when it comes to your brands role in the internet of things

    Digital identity disorder The average person has 26 usernames associated with 5 different passwords; thats 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 Whats the hierarchy of services that will come about as they vie for your datas attention?

    pg. 5

    pg. 7

    pg. 9

    pg. 11

    pg. 13

  • Smart but not too Smart

    Dont be too smart when it comes to your brands role in the internet of things

    5

  • AT&T FOUNDRYThe AT&T Foundry innovation centers are

    fast-paced and collaborative environments

    worldwide to deliver applications and

    services to consumers and businesses

    BLUESMARTThis connected suitcase weighs itself and

    displays the weight on your mobile device. Its

    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 doesnt have to be extreme and it doesnt 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 whats in your fridge on the way home. Snap! A CPG brand was able to come in and dish out recipes based on the context of the items in your fridge.

    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

  • Digital identity disorder

    The average person has 26 usernames associated with 5 different passwords; thats an issue

    7

  • 8The average person has 26 usernames associated with 5 different passwords. Thats 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 2Blackphones priority is selling

    security-focused mobile hardware and

    encrypted comms software to

    enterprises and prosumers designed to

    provide you with absolute privacy

  • Security and/or Privacy? We want to eat our security and have our privacy too

    9

  • GARY KOVACS CEO OF AVG TECHNOLOGIES

    It would take 76 days to read all the

    privacy policies Ive 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 shouldnt 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. Thats 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

  • Will You ______ Me? What will mobile proposition you?

    11

  • 121212

    JASPER CONTROL CENTER PLATFORM

    Jasper Control Center Platform is a

    cloud-based solution for enterprises to

    launch, manage and monetize an IoT

    deployment using a single turnkey solution

    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 services behaviors and being able to contextually adapt to the situation and solve problems seamlessly.

    Why should you care? Lets 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 its being shipped, a technician has been notifiedon their mobile deviceof the problem and the items 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

  • A burgeoning new class system

    Whats the hierarchy of services that will come about as they vie for your datas attention?

    13

  • 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: its 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

  • !Day 2 Insights

  • 16

    Day 2 Insights

    5G What? Part 1 5G is THE missing piece to the larger puzzle of technological advancement

    5G What? Part 2 Lets 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

    5G what? Part 1 5G is THE missing piece to the larger puzzle of technological advancement

  • 5G HYPER Safasdasd

    Dont you feel like technology and digital seems to be plateauing? Its 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 isnt just the next mobile network, like 4G or the failure known as 3G. Its the next technological platform. Its 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 TRILLION5G 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 CUBEHuawei gives a multi-dimensional

    overview in terms of throughput,

    latency and number of connections