Ogilvy Labs Trend report from MWC 2014

1. 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
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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

2. 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
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@WilliamEdHarvey

3. 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
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@WilliamEdHarvey

4. 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.
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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

5. 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
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@WilliamEdHarvey