2. The Big Ideas
Weren’t So Big
• MWC is still focused on the business needs of operators
and their adjacent businesses.
• Operators are realizing that the marketing industry will
help make up for declining voice revenue.
• Technology companies awakened to the power of the
consumer and have become friendly to marketers.
4. Mobile Kung-Fu
POWERFUL SOLUTIONS IN A SMALL PACKAGE
• Marketers saw the birth of solution platforms that
bridged networks, operators, and systems.
5. ALoud Ring
in a Quiet Theater
MOBILE SERVICES THAT DISRUPT STATUS QUO MARKETING – TO THE BENEFIT OF BRANDS
• Future consumer mobile services will need both
contextuality and intelligence to be successful.
• Services in a relevant cultural context are coming to the
developing world.
6. To Much of
a Good Thing
LEARNING TO SWIM AND NOT DROWN IN THE FLOOD OF MOBILE DATA
• While data will make these serves possible, the big data
issue – privacy – was barely discussed.
7. The Unconnected Life
is Not Worth Living
CONNECTION IS BREAKING FREE FROM COMMUNICATION
• This was where the action was, especially with
announcements from Ford and GM to launch fully-
connected, open-software cars.
8. Brave Old World
CONTENT, COMING SOON TO A DEVICE VERY NEAR YOU
• Content itself was not at the heart of the debate of the MWC.
9. The Big
Takeaway
• We have a long way to go before we will have created
human scale, friendly technology solutions
• The industry must shift from network-centric to
customer-centric
• Marketers can take the lead in this time of transition
