March 05, 2017
MEC@Mobile World Congress 2017: Trends & Takeaways
With a record attendance of 108,000, Mobile World Congress (MWC) 2017, which took place 27 February - 2 March in Barcelona, was the biggest ever. Covering all elements of mobile, from infrastructure to adtech, by way of connected cars and the latest handsets, the annual event offers an indication of what is in store for the coming years.
Didn’t catch all the updates? IAB Singapore Member MEC has released a presentation highlighting the most important trends out of MWC and what their implications are for brands.
Five key takeaways:
1) 5G AND CONNECTIVITY EVERYWHERE, FOR EVERYTHING
From an advertising perspective, it means that programmatic buying decisions can be made even faster, and with more data. It will also improve the reliability of delivering an ad to the ever increasing number of mobile devices.
2) VOICE CONTROL IS SET TO LEAVE THE HOME
Voice activation could herald the greatest paradigm shift we have seen in computing since the introduction of the touch screen. Search results also take on a different format, if they are to be spoken, rather than displayed on a screen, so the notion of a website will need to be re-evaluated. Just as we are adapting to a mobile first world, we need to start thinking about a voice first future.
3) IT’S STILL JUST DUMB GLASS
Your brand isn’t just competing against your traditional vertical competitors, but against every brand in the app store and every site on the web. You need to fight against Facebook, Uber, Spotify and Pokemon Go for space on your customers’ device and in their consciousness.
4) VR HAS A LONG WAY TO GO TO BECOME MAINSTREAM
For some brands VR can be a very useful way of giving consumers an immersive feeling for the product before purchase, within the travel category for example. For most, however, the entry point for VR is 360 video which is becoming more common on YouTube and Facebook. This offers an opportunity for brands closer to a mass market entry point. However, it’s still important to get the use case right and not create a 360 video just because it’s new and possible.
5) DIGITAL IS MOBILE FIRST
It is important to understand the role of mobile in the customer journey, in order effectively include it in communications strategies. For all brands, it is essential to understand the role that mobile plays for the business, and how to leverage it within the customer journey.
Check out the full presentation [PDF] here.
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