Mobile World Congress 2015 in Barcelona was full of more marketers than ever before – all keen to find ways to enhance their brand on the most personal device known to man.
Here are five insights from MWC this year for CMOs:
Privacy Is Going Up The Consumer Agenda
Silent Circle, creator of the encrypted Blackphone, demonstrated some nice ways to turn off the ability of apps to track your mobile whereabouts and habits using technology. Consumers don’t all realise that when an app is free it means they are paying with their data. Billions of pieces of data are passed to mobile advertising companies to be leveraged by mobile advertisers. Silent Circle shows what Google and Apple will soon do, to help enable consumers to tailor what they reveal about themselves. If marketers get it wrong and get too clever for their own good with a Big Brother approach, it won’t end well.
Product Launches Need A Memorable Hook
Samsung have one of the largest marketing budgets in the world, and they had the best looking new mobile at MWC with the Galaxy S6 Edge featuring dual curved screens. Materials, photography and stand were all excellent. Empathy – a key trait of the best mobile brands – was in evidence through the use of colours assigned to contacts so that when you have your phone upside down you can see who is calling from the colour emanating from the edges. I like that neat party trick.
Is Eye Tracking An Interface And Insight Revolution?
The Eye Tribe demonstrated powerful and accessible new software and hardware which points to an exciting revolution in how consumers interface with their devices, and how marketers gain insights. They have developed a $99 eye-tracker that allows users to navigate, control and interact simply by moving their eyes. The device is incredibly accurate and very easy to use. It also enables easy user testing techniques to be employed using EyeProof; simply sync the eye tracker with a tablet or PC and gain powerful insights into how your audience engage with your digital ads, sites, content and mobile apps.
Better Decisions Start With Better Data Visualisation.
The promise of being able to make better decisions than your competitors through powerful new data visualisation tools was on display at the Microsoft stand. I was impressed with interactive mapping data in Excel showing the Citadel virus IP address instances plotted to a global map. It enabled them to work out that the virus came from the Ukraine and started through US servers. All on an 80-plus-inch touch screens. Impressive.
Connected homes. Connected everything.
From several connected fridges to sensors that detect nearby electrical storms, to connected insoles for your shoes that warm you up and track how and how much you walk - there was something connected for everyone at the show. Even though these examples are quirky it points towards a connected device landscape that marketers need to navigate. Mass adoption will come with a predicted 25bn Internet enabled devices by 2020. Consumers will have more tools than ever, and the brands that help make their audience’s lives easier will stand out. Even tables are interactive at MWC - at the MMIX event you could play and interact with music using a touch-sensitive table along with 3D printed shapes. It was a fun way to connect with music.
I’m not sure next year my connected insoles will detect lightning, change colours, visualise data and play music. But you never know!