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TECHNOLOGY & MEDIA TRENDS MOBILE WORLD CONGRESS 2015
With more than 50 billion connected devices
expected by 2020, the world of mobile
continues to evolve way beyond handsets, to
include smart appliances, accessories, cars,
bikes and almost any object imaginable.
In this new organic marketing world of data-
driven connectivity and content-fueled
experiences, we find tremendous opportunities
for marketers to create more meaningful
connections with consumers.
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Tech & Media Trends & Opportunities –
2015 Mobile World Congress
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KEY TREND MARKETING OPPORTUNITIES
1 CUSTOM
CONNECTIVITY
Connect around lifestyle benefits versus just products features of wearables, smart home appliances & connected devices
Personalize brand interactions with customized apps, multi-screen content and data-driven reward programs
2 IMMERSIVE
EXPERIENCES
Activate traditional media (i.e. print, events, product display) with augmented or virtual reality content enhancements
Recreate real life experiences virtually (such as travel sightseeing, classroom learning, product test/demos, etc)
3 NEW
MOBILITY
Proactively trigger on-the-go brand engagement through location-aware content, sponsored routes, social alerts
Provide real-time customer assistance/support via robotic devices
4 LOCATION-BASED
MARKETING
Boost in-store traffic through geo-targeted media such as search, display and digital billboards/OOH
Drive sales conversions in-store or proximity based through beacon, NFC, WiFi technologies
5 MOBILE
COMMERCE
Optimize user’s mobile experience with responsive design and localized features - GPS enabled commerce, content and payments
Mobilize loyalty programs through digital wallets with special offers, coupons, content (as part of Omni channel strategy)
6 BIOMETRICS Create more human-based interactions via facial recognition (gender + age), voice, gestural, temperature and time activation
/ CUSTOM CONNECTIVITY Smart homes, connected devices and wearables1
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MARKETING OPPORTUNITIES_________________________________
Connect around lifestyle benefits versus just products features of
wearables, smart home appliances &
connected devices
Personalize brand interactions with customized apps,
multi-screen content and data-driven reward programs
/ IMMERSIVE EXPERIENCESVirtual and augmented realities2
5
MARKETING OPPORTUNITIES_________________________________
Activate traditional media (i.e. print, events, products)
with augmented or virtual reality content enhancements
Recreate real life experiences virtually (such as travel
sightseeing, classroom learning, product test/demos, etc)
/ NEW MOBILITYConnected cars, bikes and robotics 3
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MARKETING OPPORTUNITIES________________________________________
Proactively trigger on-the-go brand engagement through
location-aware content, sponsored routes, social alerts.
Provide real-time customer assistance /support via robotic
devices
/ LOCATION BASED MARKETINGOut of home digital & proximity based targeting4
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MARKETING OPPORTUNITIES_________________________________________
Boost in-store traffic through geo-targeted media such as
search, display and digital billboards/OOH
Drive sales conversions in-store or proximity based through
beacon, NFC, WiFi technologies
/ MOBILE COMMERCEPayments, digital wallet and security5
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MARKETING OPPORTUNITIES_________________________________________
Optimize user mobile experience with responsive design and
localized features such as GPS enabled store finder, one click-to-
buy/call, multi-payment options, barcode scanning, secure
encryption., and localized content
Mobilize loyalty programs through digital wallets with special offers,
coupons, content; Support Omni channel CRM
/ BIOMETRICSFacial, fingerprint, voice and eye recognition6
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MARKETING OPPORTUNITIES_________________________________________
Create more human-based interactions via facial
recognition (gender + age), voice, gestural, temperature
and time activation
HAVAS & MOBEXT
PERSPECTIVES
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EVERYTHING WE KNOW IS BECOMING CONNECTED
Internet of Things is impacting our lives
in a significant way. GSMA Intelligence
and KRC Research, shows that
approximately 25% of people in
Germany, Japan, UK and US already a
connected device! In addition, 89 % of
all research respondents confirmed that
they would like all of their household
devices to be seamlessly connected
together in the future.
Infrastructure should adapt to the
amount of data that will be produced
and proceeded in coming years.
5G networks that could be potentially a
standard in 2020 will enable 1000 times
bigger volume of data transmitted with
lower latency and it will consume less
energy so the battery life of different
devices expect to extend.
Brands that will join the Internet of Things battle
will have a chance to connect with the consumers
in a different way because with no doubts they will
be adopting rapidly connected devices. Most car
manufacturers already started development of their
own platforms, we see many examples of smart
home solutions, even home appliances. We might
imagine communicating with consumers not only
through smartphones and watches but also fridges
and ovens, of course in a right context.
There is a place for innovation in wearables field
for many brands. At MWC Swarovski introduced
wearable that will be a jewelry on the one hand but
on the other hand they developed crystal solar
panel and solved one of weak points of wearable
devices which is effective charging that let the user
forget about plugging the device again and wear it
almost all the time.
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Adrian KielichHead of Mobext Germany
@akielich
Janet WongGlobal Strategy Director
Havas Media Group
@janetbwong
SMART HOMES: EVOLVING CONVENIENCE TO
CUSTOMIZED WELL-BEING
LG´s Magic Mirror continues the
connectivity trend in smart homes but
taken to the next level. IoT has been a
buzz with smart locks, refrigerators, etc
that communicate with another and to
consumers but Magic Mirror´s smart(er)
interface allows users to analyze and
track their skin health by simply looking
into a mirror. For those seeking their
ideal beauty, results are also trackable
via an app
Perhaps hinting of future tech-medical
partnerships to come, the interface´s
camera technology was developed with
dermatologists. Based on results, the
interface will show recommendations
like contacting dermatologists, specific
skincare products or even make-up
tutorials
The beauty marketing potential for Magic Mirror is huge. According to
Euromonitor, the global cosmetic industry was worth $454bn in 2013
and projected to grow to $635bn in 2019 (markets + markets).
As consumer desire for customized well-being and beauty solutions
merge with the Quantified Self trend, Magic Mirrror´s combination of
self-analysis and specific recommendations allow brands to reach
consumers with the right product at the right time.
The mirror interface also becomes a channel in itself as brands can
offer customized video content to inspire consumers with innovative
launches, make-up tutorials and product demonstrations. Currently
LG has some partnerships with Korean beauty brands but if the
technology transitions to an app with more reach, expect to see the
likes of L´Oreal and Nivea looking back from your mirror/phone.
Jumping on the hotel as an well-being oasis, shared partner-ships
with LG and premium hotels offers a win-win for both.
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Rori DuBoffGlobal Head of Strategy
Havas Media Group
@rduboff
BIOMETRICS – THE NEXT GENERATION OF
PERSONAL COMMUNICATIONS & SECURITY
As people become more comfortable using their
hands, voices, eyes, facial expressions or
movements to communicate with technology,
biometric communications will advance.
Bio-metric powered ads which detect a person’s
emotional reaction (such as a smile or frown) and
physical reaction (such as eye or hands
movements, increased heartbeat, perspiration.) will
become more commonplace
Companies like Tesco are already using facial
recognition technology (detecting gender,
expression & relative age, not unique individual ID)
for targeted media.
By detecting physiological responses to advertising,
we gather invaluable data about how people are
feeling and behaving. We can measure the
effectiveness of media, and also improve
communications based upon real-time human
engagement.
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Biometric technologies were pervasive
at MWC this year. Companies like
Qualcomm, Intel, and Fujitsu
showcased key advancements in
fingerprint and retina scanning. With a
simple scan of the individual eye or
finger, one can securely unlock and
control their mobile device.
As security continues to be an ever-
increasing concern, biometric finger
and eye scans will likely surpass
passcode log-ins as a more secure and
convenient way to access content.
Understandably though, while some
embrace biometrics, there is also
apprehension around invasion of
privacy. In fact, AVG showed at the
MWC a pair of 'invisibility glasses' that
protect wearers from security cameras.
Marco RigonGlobal Head of Mobext
@brancaleone75
MOBILE APPS:
A LIFE AFTER DOWNLOAD
There has been tremendous development of
the app economy these past few years. The
associated growth of their importance as an
engagement channel for brands has opened
up new frontiers for marketers to develop and
deliver effective and innovative strategies to
build and maintain a long term relationship with
their customers on a mobile ecosystem.
Brand work begins with an app and is
promoted in retail stores: the channel is built
and we capitalize and deliver through it.
Brands and marketers are more than ever
focused on going beyond app installs. In an
era where 70% of apps are abandoned latest
3/4 weeks after downloads, it is clear that the
true battle we are facing is delivering of long-
term engagement and true business value.
It is essential to get the most effective and comprehensive strategy
with the best platforms to ensure long-term engagement and deliver
lifetime value. MWC 2015 showed a growing appetite from
marketers in this field traditionally occupied by mobile pure players
(e.g. game developers).
Creating life-time value by delivering true 1:1 communication
through personalized and target communication backed by
consumer’s data is the new grail for marketers. To turn occasional
users into loyal and returning ones we see two approaches coming
up from the market: app re-engagement through media re-targeting
and audience segmented app notifications.
Companies like TapCommerce (Twitter), Urbanarship, Capptain
(Microsoft) but also FB, Google are paving the road and are
delivering to industry effective tools to turn this ambition into
actionable reality.
In both cases personalization of the message based on true user
data (purchases, location, time spent..) is the game changer
compared to what we’ve been seeing up to now.
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IMMERSIVE EXPERIENCES:
360 DEGREE SURROUND SENSATION
The world is not flat, it’s round.
Marketing, technology and
innovations are now being applied
to make experiences round, not
flat. The era of 360 marketing and
full immersion is upon us.
Technology is now creating 360’
immersions that brands can now
leverage to move from story telling
to story living. We shall soon be
able to see, smell, sense, taste
and touch new realities and brand
experiences. What will your brand
feel and smell like, not just look like
?
Jez JowettGlobal Head Creative Technologies
Havas Media Group
SOUND SMELL TASTE TOUCH SIGHT
Whilst surround sound
has been with us for a
while, it required
significant installation.
That’s changed with
360’ sound
headphones and
directional sound
devices.
Scent marketing and
the creation of ‘scent’
notes and trails has
long been the bastion
of the fragrance
industry. Brands
embrace the power of
smell due to the
connection between
memory and scent.
3D printing has
embraced the food &
confectionary industry.
Brands can now replicate
their product as an edible
and buzz worthy snack.
Changing people’s
perceptions through
using the power of
touch and
sensation, to entice
consumers to touch
your product.
Capturing a scene in 360’
HD quality cinematic quality
is now available to anyone.
We can watch new realties,
virtual, CGI or cinematic,
on any number of virtual
and augmented reality
devices.
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Luis MorenoHead of Technology and Trends
Arena Spain
INMERSIVE EXPERIENCES:
VIRTUAL & AUGMENTED REALITY
Virtual Reality is going to change
everything. VR has been found in many
movies as something that the humans
have been chasing since the early 80s.
We want to have experiences inside an
alternate environment.
Thanks to Oculus Rift, we the technology
and ability to escape from reality – even
just for a moment.
Think about gaming, imagine being inside
the game. Now imagine a new environment
for brands to showcase creativity and play
the senses, capitalizing on imagination.
In the future, they will need to have
presence not only in the real world but in a
virtual world. Imagine a new branded
content world. Think about a very tangible,
real virtual game changer.
Oculus Rift was the first technology
to introduce VR followed by
Samsung VR and Sony with project
Morpheus follow the VR path.
We now have the opportunity to try
the last Samsung VR, and even
better, the new HTC and Valve
model, Vive. The Vive tracks your
movement and replicates that in the
game, uses external laser sensor
that locate you in a room, so
literally you can walk around.
The handset joysticks allows you to
interact, but is matter of time to
simplify this trough gloves or Myo
bracelets. Definitely an industry is
going to change.
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Lara VelázquezGlobal Strategist & Content Manager
Havas Media Group
@laravel_a
HUMANOID ROBOTS, SMART CITIES, CONNECTED
CARS: 5G CAPABILITIES
5G is a “a new way of thinking”, as
referenced in a recent report by
Ericsson. “It encompasses innovative
network design for deploying machine-
type communication”.
This year at MWC, we saw one of the
most powerful 5G capabilities: the
possibility of saving a life in a natural
disaster area thanks to SK Telecom's
exoskeleton-controlled robot which can
use 5G technology to allow a real-time
connection over huge distances.
But 5G will connect more than robots, it
will be able to link smartphones,
wearables, cars, drones... with the
infinite storage and processing power
available in the cloud.
One of 5G key applications is “Smart Cities sensors”, that integrate machine intelligence into society and daily life, to better manage traffic, smart energy consumption, and industrial automation systems.
5G wireless networks will also allow consumers to enjoy new personal and social experiences, such as virtually watching broadcasted events like a football game covered by multiple cameras with 360-degree.
Support for connected cars will also be a primary usage for new high-bandwidth applications, assisting with the creation of autonomous driving.
No doubt that 5G will truly change the future of technology.
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THE BEACON REVOLUTION
Beacons are going to deeply transform
the whole shopping experience. It will
also have a huge impact on the
integrated marketing strategies of the
brands due to the data collected.
Proof that this little box is a game-
changer; Facebook has been testing in
8 locations in NYC since January a new
service based on Beacons.
Beacon usage is expecting to surge this
year in the US market with more than
half of the top 100 US retailers who
have plans to test the technology and
we are expecting a three-digit growth
rates over the next few years.
The first and most obvious opportunity
that we see for marketers is to increase
the volume of sales in-store by
addressing specific messages to
customers.
We have to look deeper, and think
about how brands can leverage the
data to link it with their CRM database
to develop the consumer knowledge.
It will also help solving the question
that all retailers have always had in
mind: how can I make sure that my
advertising investments are generating
in-store traffic and sales?
Laura ColléGlobal Operations Manager
Mobext
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Warren ZennaEVP Managing Director
Mobext, NA
@warrenzenna
THE IWATCH WILL ENSURE THAT SMARTWATCHES
BECOME A VIABLE CATEGORY
Despite consumer apathy toward the
impending smart watch market, OEMs
are each busy developing their own
entrants into this risky category. Apple’s
abstention from showcasing at MWC
will be followed up with a global
announcement of their iWatch device
on Monday the 9th.
Every one of the key device player
knows that this announcement will
signify the actual beginning of the
Smart watch era. If there will be any
winner in the category, it will be Apple –
and as with the smartphone and tablet
categories, all of others will follow.
The short and long term
opportunities for marketers are
sketchy as consumer acceptance
and adoption of smart watches
will ultimately determine if there
really are any scalable ways to
make hay of the category.
Health and Fitness brands seem
to be the obvious first winners as
well as apparel brands who can
coopt on the style and licensing
opps. Video display and ad
serving are still a theoretical
opportunity as promotional
intrusion is still seen as a risky
idea.
19
Fabio FirinuHead of Mobext Italy
@refreshf5
LBM HERE & NOW !
Location Based Marketing is the
emerging trend from MWC15.
Nevertheless, we prefer to name it
Local Connected Marketing: all local
activities are integrated under a
common framework to deliver a unique
experience and seamlessly lead the
broader Consumer Experience
Management process.
Data tracking and integration among
activities is also important to get the
whole picture, thus proximity targeting
(i.e. Business Travellers who frequently
reach airports) and cross-channel
attribution (i.e. Atlas tracking, Fujitsu
LED Light ID Tag) should need more
consideration.
“Mobile devices are our own personal Sherpas, your
most trusted advisor in the world. Marketers are
soaking up real-time info based on our location-based
needs so they can reach relevant consumers’ hands
whenever and wherever — ideally in the Last Mile of
the purchase cycle.”
– Steve
Wozniak
Wozniak’s quote truly explains what Marketers need
from LBM: To get meaningful insights across the
whole picture in order to tailor messages to the right
people at the right time, while minimizing dispersion.
All the industries may benefit from this new
opportunity, which really enables, finally, to link the
online and offline worlds.
20
Tomas BleierManaging Director Mobext Mexico
@tombleier
NEW MOBILITY
New mobility is a hot topic to have in your
marketing considerations. Connected
devices are the evolution of the internet
of things. Its not just that your freezer
sends you a message when you run out
of milk.
We now have the ability to integrate new
data that we were not able to gather
before. This data allows for marketers to
further understand consumer behavior
eliminating the need for focus groups and
qualitative research. You are now able to
understand your consumer in real-time.
We live in a world where your car can
now be connected with your home and
other gadgets, that will allow you as
consumer to have so much information
that decisions are not easy to make.
The actual opportunity is not for marketers. Its
for brands.
Brands can take advantage and help users
make decisions from data that before they
couldn´t have. Brands can land on a field
where no one has been before. Have some BI
to help users to get the data that matters and
make top decisions.
So, when a user sees that a brand helps him
in any way instead of harassing him to make
a sell, he will stick with it for a long time.
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MOBILE PAYMENTS UNLOCK
NEW eCOMMERCE OPPORTUNITIES
Mobile payments were one of the
hottest topic during this year MWC.
Both network operators, device
manufacturers and credit card
operators are trying to encourage
people to pay with the mobile phone or
on their mobile in a secure way with a
help of biometric sensors or SIM-
centered solutions.
On MWC Samsung Pay has it’s
premiere and compared to other
solutions it’s looking to fill a gap of
magstrip-only card readers at many
POS.
Mobile payments are relatively small
percentage of all transactions nowadays but it
will change in the near future as the
commerce is moving to the Internet and
people tend to use mobile devices to explore
and assist them in shopping online and offline
as well. A bottleneck of m-commerce is
payment process that should be simple and
secure for a user.
Mobile Payments are already there but they
need to achieve critical mass what will happen
soon as big players invest large sum of money
in development and education.
Mobile payments wide adoption will disrupt
the current state of electronic and brick and
mortar point of sales.
22
Adrian KielichHead of Mobext Germany
@akielich
IN CAR PAYMENTS EXPERIENCE, THE WAY TO PAY
Order, pay & go, but do not move
outside your car. Visa sees that the
mobile commerce and payment fields
are really taking off and will be key
drivers to business success.
Apple Pay will soon compete directly
with both Samsung Pay and Android
Pay, another rival from Samsung’s
longtime strategic ally Google.
It’s an exciting time in these areas, and
Visa knows the benefits of becoming a
key partner in that path will bring
rewards.
Moreover Visa unfurled a new payment
functionality with Pizza Hut. Consumers can
drive through to order a slice, and you can pay
from your car dashboard.
The goal is to know how brands can combine
innovative payment and mobile technologies.
The task is to create in-car purchase
experiences that are secure, convenient,
frictionless and easy.
This technology deployed at Pizza Hut
restaurants alerts staff when the customer has
arrived and is ready to pick up the order.
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Nuria Pérez
PaynoHead of Mobext Spain
