Published on March 5, 2014
Mobile World Congress 24-27th February MWC2014 Mobile World Congress Ogivy Labs Report By William Harvey @WilliamEdHarvey In our modern world, a number of Tech. innovations have had dramatic impact on our culture. Print, Television and the internet of course, but relatively recently, something has had the most fundamental effect on our world.... Mobile The mobile phone is the modern day Swiss Army knife for content capture and consumption, and has changed how we interact with one another. It has now become an extension of ourselves. Our dependency on it has affected the way we navigate our daily lives! And without it, we feel lost, like missing a limb. Over the past 3 years we at Ogilvy Labs have covered general innovation and technology events such as Consumer Electronics Show, South By South West, Digital e and 3D Printshow. We felt this year that it was also crucial to focus on this key space and how it is developing by visiting Mobile World Congress.( MWC) MWC is held in Barcelona every March and brings together the best and brightest in the mobile space to discuss, share and create the 1 roadmap for the mobile world over the next 12 months. As part of the continuing partnership with 'ogilvydo', we wanted to cover various announcements, handset developments, emerging technologies and exhibitors showcased at MWC. This was our ﬁrst visit to the show, and it offered a selection of insights and trends we feel Ogilvy and our clients should be aware of in this increasingly important sector for audience engagement. Some stats about MWC: 85,000 Attendees 1,800 Exhibitors 8 Average connected devices in the home 200+ Countries represented IoT - Most talked about subject theme @WilliamEdHarvey
Mobile World Congress 24-27th February Trends From the floor “The Winners will be who owns the Architecture of the Ecosystem in the home, It has to have simplicity and ease of use across our personal connected devices ” Aﬀordable Smartphones This year saw announcements from both Nokia and Firefox that they would be releasing affordable smartphones around $25-$35 price to tap the emerging markets. These devices could mean a huge surge in the adoption of smartphones in countries such as India, Africa and Brazil. The devices have very basic functions but will open a whole new market to internet on the go, social media and streaming services. John Chambers - CEO Cisco “1.7 trillion by 2020 new revenue due to IOT devices” “Every business will eventually need to become a IOT” Connecting the Connected With multiple connected devices in our lives from a range of different manufacturers and providers we all wonder how we connect our devices so they work more seamleessly for us? IFTTT (If This Then That) is a interesting look into to what's possible in this space. It allows you to connect services, apps and devices to communicate with each other without the need of a human input. An example: when an email is received from set individual, Phillips connected 'hues' light bulbs will ﬂash a particular colour. Or a new connection on Linkedin means contact details are added via my google drive and address book automatically. Buisness of IOT IoT (Internet of Things) is a growing space, as more and more devices in our lives have internet connections and are becoming ‘Smart’. This opens up entirely new possibilities for businesses that embrace this changing space, and embeds it into its impressions opens up and unlocks teams of connected experiences, real time automation of existing services and predictive business. Jahangir Mohammed - CEO Jasper Wireless In the US, 70,000 ﬂights are cancelled each year due to maintenance. GE is connecting planes to monitor so that it can predict the need for maintenance, automatically arranging a service engineer to come and meet troubled planes in the terminal. Google, iOS from Apple and Windows phone from Microsoft. According to recent market ﬁgures from Gartner: Android has 78% share of the smartphone market compared to Apple's 16% and Windows with 3.2. With Nokia now embracing Android this could mean a interesting move in Nokia Goes Android the market for mobile operating Nokia used MWC this year to announce systems. a number of big products and service developments. A biggie was that the NFC (revised) recently Microsoft-acquired company, In an past trend report from CES, we would be releasing handsets powered by spoke about NFC ( Near Field rival Google mobile operating system Communication) and this year Android. 3 handsets were launched that there was a lot of talk about its use in run a modiﬁed OS system that is a cross mobile payment by companies such as Visa, MasterCard and Amex. Right between Android App store and now, infrastructure and security systems Microsoft's cloud solution. to support NFC payments are still in This marks a signiﬁcant cross early stages of development as it is only between two of the big competing available on limited handsets. mobile operating systems. Within the We believe as soon as Apple adopts the Mobile operating system market there technology, it will springboard the are 3 big players : Android from function, Watch this space! demos included facial recognition functionality allowing you to then attach digital animations andreminders live to that persons face. Looking back at that As part of the ‘Mobile innovation 2024 : The future’ panel, Labs long -time partner person, it would remember and the digital content would still be attached and founder of Blippar Ambarish Mitra This is a true innovation in the space took to the stage to showcase a surprise of GG and what it could mean for the world's ﬁrst. future of wearable Tech. To be able to For the ﬁrst time publicly Blippar look at a physical, printed magazine and showcased true Augmented Reality on Google Glass. They demonstrated the ﬁrst then receive up to the minute information on what you are looking at via targeted ever use of their AR cloud solution that promotions on Ads for clothing, holidays would allow GG users to look at a real object, magazine article or even a person's and services all well after the media has face and overlay real time digital content: gone to print could open up massive promotional possibilities images, video or animation. One of the Blippar for Glass World first AR Blipper Showcases words First Ambarish Mitra took center sage at MWC to showcase world ﬁrst Cloud based Augmented Reality for Google Glass 2 @WilliamEdHarvey
Mobile World Congress 24-27th February Mobile Video Bite-size content One of the most noticeable and biggest themes across a number of the sessions of the 4-day event was the growing topic of mobile video and more speciﬁcally the power of short-form video content. Consumers expectations mean they now demand shorter, bite-size content on the go. A number of services and social platforms have spun out of this. Here's a short collection of some of the most exciting and up and coming players in this space, and who's using them well. Vine Vine is a social media sharing app that allows users to create short looping videos up to 7 seconds across various social media sites. After being bought by Twitter in late 2012 it has shot to success and had a number of successful commercial uses over the last few years: Oreo Cookies, Columbia Records, Gap, and even Dunkin Donuts. The last company became the ﬁrst enterprise to use a sing vine as an entire television advert! Snapchat Snapchat is a phone app that allows users to take photos, videos and create animations or drawings that can be sent out to a controlled list of contacts. You are able to set how long the recipient is able to view the snap up to max of 10 seconds, After that, the message disappears and is deleted from the recipients device. Over the past 12 months it has exploded into mainstream media with a recent report saying 77% of US college students use it daily. However, there has been some controversy around the service and it's lack of security features. It is still proving to be a strong new social platform for brands to jump on the bandwagon. Most noticeable has been Taco Bell, Audi and most recently HBO’s promotion of 'Girls' and Channel 4's 'Hollyoaks', all offering between episodes additional content. “By 2017 2/3s of mobile data will be Video” “50% of content created by 2020 will be created for On Demand over Linear broadcast mediums” Ove Anebygd - VP Media Solutions Ericsson Instagram Instagram is a photo sharing and social networking site that allows users to capture content in a square format and apply a number of ﬁlters, to modify images which has became a signature for the service. In 2012 Facebook bought Instagram (at the time it was a team of 7 with 120 million active users) for 1 $1bn. In June 2013 video capability of up to 15 seconds was added, with some seeing it as an attempt to battle with Twitter’s Vine's growing success. The demographic of Instagram is slightly older than Vine and Snapchat, and has therefore had great success with more premium clothing brands embracing the medium such as Burberry, Nike and Go pro! all allowing them direct channels to consumer's devices. Webbitz Webbitz is a up and coming company from MWC. Its technology allows automatic transformation of text based web content such as articles and blog posts into beautiful short video summaries. It has a clean and minimalistic feel to it and caters to this growing trend of quick consumption of media on the go by turning readers into viewers. The company has come out of the rapidly expanding Start up revolution happening in Israel - the fastest growing start up market in the world! It has huge potential for brands to create more engaging rich video content from their existing online presence. Billion Tweets Twitter announced that thee average tweets are now at 1 Billion every 2 days 3 @WilliamEdHarvey
Mobile World Congress 24-27th February “15% of Video content online is never played on mobile as it doesn't optimize the playback depending on the device it is being viewed on” Nitin Bhandari - Chief Products oﬃcer Opera “78% ad lift when Hashtags are being used” Brent Herd - Twitter Back to Basics 4 things Our Clients should be doing Within the mobile space, there so many amazing innovations happening, pushing the boundaries of what's now possible. Sometimes however, it's all too mind-boggling and we can miss out on some of the fundamentals of what we should be doing for our clients. Here are 4 Back to Basics you can use for some of your brands. However a number of apps are in the market right now that provide information on Events, News and guidelines only work when you have a constant internet connection, so consider the functionality when internet access is not available. 1. Optimize Social is a key aspect the mobile users. To be able to capture share and promote experiences through social channels. For brands, it can help keep in touch with what consumers are saying about products and services minute by minute. It's key to have easy access to the correct #hashtag @brand handle and constant brand presence across mobile social channels. Within the mobile space, there's an exciting 12 months ahead of us and a number of exciting possibilities to truly go Mobile. 28% of the trafﬁc on the web happens on mobile connected devices such as phones or tablets. Not all the sites we visit on a daily basis are built or optimized for these smaller mobile screens, but rather for the larger pc browser-based experiences. This can then cause frustrating experiences for your mobile users and greater drop off rate. Make the content work on all platforms to the max! 2. Regular SMS - For non Smartphone users With smartphones and access to the internet available to more developed countries, still just 1 in 5 has access to a smart phone. There is a hugely forgotten and untapped market of non-smartphones users that is ripe for better engagement. With a simple use of SMS notiﬁcations to users who would like to opt-in you will be able to engage with that forgotten market. 3. Online oﬄine With more companies bringing apps to market for the Mobile space, there are continuing possibilities of engagement with people on the go on personal devices. 4 4. Easy access to Social 5. Payment on the Go Another big talking point this year was about ease of mobile payment, more speciﬁcally how companies such as Amazon are embracing this and paving the way with services such as one click payment. A number of shopping and service providers still have a very clunky and disconnected experience for the on the go shopper! This is a key space as a recent Nielsen report suggests 33% of the US Smartphone market use mobile payments. Brands need to make it easier for the end user to pay using mobile, through synced account details, one click payment and browsing history across device! @WilliamEdHarvey
Mobile World Congress 24-27th February Daily Recaps Throughout Mobile world Congress we collaborated with the ‘ogivlydo’ team to cover all the happenings at the event across our global social channels under #OgivlyMWC ! Each day we produced a full recap report from the previous day, as well as overview points. Below are snapshot overviews of our ﬁndings. To see full reports plus Keynote talks please visit ogilvydo.com If you would like to know any more or request a copy of any of our other trend reports please contact Will.Harvey@ogilvy.com @Ogilvy_Lon_Labs Ogilvylabs.co.uk 5 @WilliamEdHarvey
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