MOBILE

2015

WORLD 3DAY

RECAPCONGRESS

DAY

3

1

THE PIPELINEBig carriers won’t die out (don’t worry, people said that about big agencies too). In fact, they’ve disrupted their own business models and a whole new service economy has been built upon the data pipeline, which they control. The pipeline provides consumers utility and generates data usage, which equates to dollar signs for this industry.

But how far will the carriers go? On one hand, they need to create value propositions to entice consumers to purchase their data plans, like a streaming entertainment partnership with HBO. But they don’t have the rich resources to create almost-flawless platforms like Netflix. So they’re looking at startups, businesses, and brands to create utilities that get users to consume data and become marketplace offerings, as they sell data plans and packages.

2015 MOBILE WORLD CONGRES RECAP

DAY

3

2

THE BUSINESS OF BEING SOCIAL On the facade, Twitter might be pumping out 6,000 tweets every second of every day. While this is going on, Twitter has been meticulously building a data archive of human thought. Like Twitter and other social networks, tech companies are able to build assets and let us know what the world is thinking about. They’re making purchase intent predictions and a providing insight on a ton of other marketing factors.

The next time you’re thinking of using a social platform in your marketing, take a second to think the back catalogue of typical actions being made by consumers. There are other types of data you can tap into outside of a clever CTA and a :15 second piece of video content.

2015 MOBILE WORLD CONGRES RECAP

DAY

3

3

WHEN CONTEXTBECOMES PERSONALYou have to think beyond online insights when it comes to discovering contextual info about consumers; 80% of their spend still occurs in the physical world! It might seem a little complex, but here is a quick guide that will make context more personal that uses mobile as a bridge:

• Bring together the right technology. Physical venues can provide micro insights into specific user habits while macro insights (like gps) provides location and proximity.

• Offer a compelling value proposition. Why should the consumer give you access to their data?

• When you get their permission, you’ll need an analytics system to churn and form knowledge of insights to provide a more personal service.

2015 MOBILE WORLD CONGRES RECAP

DAY

3

4

WHAT’S YOUROUTCOME?If you can’t tell your company or the business leaders of your customer’s business how you’ll use IOT to generate productivity or revenue generation, IOT is not a fit. And if you can’t guarantee these outcomes, you really shouldn’t be in the IOT space. The IOT B2B space is a bigger numbers game. You should have a problem you want to solve or desired outcome in mind before even thinking about B2B implementation. And you need to train your people to understand how to act upon the outcomes and knowledge formed by the data captured. People should be seen as sensors in your IOT B2B ecosystem.

2015 MOBILE WORLD CONGRES RECAP

DAY

35

B2B UBIQUITYThere is a lot more scrutiny in the B2B space when it comes to the IOT. Every point along the industrial model and value chain is looked at, its costs analyzed. Here are three requirements recommended by Aegis you should take into consideration as you look into building and implementing an IOT B2B platform.

• SCALED INTERNET COSTS: All of these devices in your IOT B2B ecosystem come with the cost of internet interconnectivity. Your target should ideally be below <.05 cents to achieve scalability.

• BUSINESS MODEL FLEXIBILITY: Your devices will be used by employees, sometimes outside of their intended use. How will you monitor? How will you split business and personal costs? All things need to be considered.

• OPERATIONAL INTELLIGENCE: Data can be sneaky. So you have to do a lot of optimization of your devices and system and assessment of data. When you’re churning large amounts of data and 35% of it is completely useless, those costs add up! One company found that 1% of their devices were flawed, which created 35% of unusable data.

2015 MOBILE WORLD CONGRES RECAP