Download - Mobile World Congress 2014 - Key Takeaways
www.havasmediagroup.com
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.
Five key areas of focus for 2014 in the mobile industry:
1. More affordable smartphonesBrands have made it clear that their objective for the next
years is to reach the next 1 billion consumers by conti-
nuing 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, develo-
per of Ubuntu, the most mainstream Linux distribution,
presented the mobile version of its mobile OS in partners-
hip 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 connec-
ted”. That raised the discussion about whether “Over The
Top” providers (companies that deliver content through
third party networks) should provide significant inves-
tment 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 infras-
tructure hasn’t event started.
3. More sensors make life smarter The trend today is around MEMS (Micro ElectroMechani-
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.
4. More fashionable, wearable devicesRealizing 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 safeguar-
ding 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.
Rori DuBoffGlobal Head of Strategy
Daniel RodrigoGlobal Strategy Director
Lara VelázquezGlobal Strategist
March 3, 2014
MARKET INSIGHTS
See live footage from Mobile World Congressat 3istrategy.tumblr.com/tagged/MWC