Mobile World Congress 2014 - Key Takeaways
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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.
Mobile World Congress 2014 - Key Takeaways
- 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