Mobile World Congress

2013 Recap

The Big Ideas Weren’t So Big

•  MWC is still focused on the business needs of operators and their adjacent businesses.

•  Operators are realizing that the marketing industry will help make up for declining voice revenue.

•  Technology companies awakened to the power of the consumer and have become friendly to marketers.

Our Trends to Watch

Recap!ing

Mobile Kung-Fu

•  Marketers saw the birth of solution platforms that bridged networks, operators, and systems.

POWERFUL SOLUTIONS IN A SMALL PACKAGE

A Loud Ring in a Quiet Theater

•  Future consumer mobile services will need both contextuality and intelligence to be successful.

•  Services in a relevant cultural context are coming to the developing world.

MOBILE SERVICES THAT DISRUPT STATUS QUO MARKETING – TO THE BENEFIT OF BRANDS

To Much of a Good Thing

•  While data will make these serves possible, the big data issue – privacy – was barely discussed.

LEARNING TO SWIM AND NOT DROWN IN THE FLOOD OF MOBILE DATA

The Unconnected Life is Not Worth Living

•  This was where the action was, especially with announcements from Ford and GM to launch fully-connected, open-software cars.

CONNECTION IS BREAKING FREE FROM COMMUNICATION

Brave Old World

•  Content itself was not at the heart of the debate of the MWC.

CONTENT, COMING SOON TO A DEVICE VERY NEAR YOU

The Big Takeaway

•  We have a long way to go before we will have created human scale, friendly technology solutions

•  The industry must shift from network-centric to customer-centric

•  Marketers can take the lead in this time of transition