After experiencing some of the most exhausting days in the life of a “mobile” analyst, I am back from Barcelona. Here are my key takeaways from the 2016 event.
MWC 2016's "Mobile Is Everything" theme summarizes two ideas: the disruptive power of ubiquitous mobile devices and their ability to connect things and objects in our surrounding environment. This year, innovation and key announcements did not so much come from new flagship smartphone manufacturers but instead focused on solutions that enable mobile devices to activate adjacent technologies — like VR, 360-degree cameras, 5G, and the IoT — to build the next generation of connected experiences. Let's cut through the hype to look at what the headlines really mean for B2C marketers:
VR is really still hype. Samsung massively surfed on the VR "wow" effect and heavily promoted its Gear VR headset while Facebook's CEO insisted that VR is the next-generation platfrom and will shape the future of social. After the distribution of five million of Google's Cardboard VR Viewers since June 2014, the buzz will continue with Oculus Rift and PlayStation VR (to be launched mid-March at the Game Developer Conference), creating awareness for digitally immersive experiences. But reach will be extremely limited, as the technology will only attract a niche set of users — especially gamers — in the first two years. However, marketers at retail, automotive, travel, or luxury real-estate companies with a digital innovation agenda should keep an eye for signs of VR adoption beyond the "techno-few."
Use mobile to unlock IoT consumer experiences. IoT remains first and foremost a B2B and industrial play. However, B2C marketers can combine mobile and IoT to activate new brand experiences.
Mobile World Congress (MWC) was a real marathon: According to my wearable gadget, I walked 70,278 steps, or 53.7 km, in four days. So was it worth it apart from the workout?
MWC was certainly busy; it attracted more than 90,000 attendees, including about 50,000 C-level executives (of whom 4,500 were CEOs) — making it the largest MWC event to date. While MWC does not attempt to cater to CIOs’ requirements — only about one-third of the attendees come from outside the technology sector, mostly from government, financial institutions, and media and advertising firms — the event deals with all the critical topics that CIOs will have to address in the years ahead.
This year’s MWC focused on innovation, which is arguably the single most important business priority to ensure business survival in a rapidly changing marketplace. As a business enabler, every CIO must meet the expectation of today’s business customer that he can get what he wants in his immediate context and moment of need. MWC highlighted that:
Mobile is critical to provide a great user experience. Therefore, mobile is becoming a critical factor for CIOs in driving product, service, and process innovation and enhancing customer and employee engagement.
Consumerization is redefining enterprise mobility. At MWC we saw more and more vendors targeting the mobile mind shift taking place in the business segment. This is reflected in the shift of most mobile business solutions away from traditional sales and field force automation toward delivering mobile moments.
Once again, the mobile world is getting ready for the most important mobile event of the year, the Mobile World Congress (MWC), which will take place in Barcelona from March 2 to 5. In my role as analyst with a focus on CIO requirements, I expect the following themes to dominate this year's show:
Everybody will talk about data — and many about data privacy. The long-anticipated marriage between big data and mobility is finally happening. I expect just about every vendor at MWC will claim a stake in these mobile data wedding arrangements. However, many big data business models remain building sites, and it remains far from clear which players will benefit via which types of business models. The growing awareness of regulatory constraints on the use of customer data as well as what the Financial Times recently called the "creepiness quotient", i.e., hyper-personalized advertising, further complicate a convincing business model for mobile analytics on a mass scale. Despite all the hype, mobile data is one of the must-focus areas for CIOs who attend MWC.
Some 80,000 visitors ventured to Barcelona to attend the annual congregation for the mobile-minded, the Mobile World Congress (MWC). Long gone are the days when one single theme dominated the show. My main impression of MWC was that compared with last year, there was surprisingly little true news. I see evolution not revolution, which is somewhat odd as the overall business environment is clearly changing faster than ever.
Of course, everybody again claimed that they are active in the obligatory fields of cloud, analytics, and customer experience. However, if anything, I feel this convergence of marketing messages creates too many platitudes and undermines the practical use case scenarios that define the mobile mind shift. I went to MWC with several questionsin mind, and my main takeaways of MWC are that: