Head of Mobile, Angus Robinson, on the trends from the Mobile World Congress 2012.

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2. INTRODUCTION
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6. THEMES
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THINGS HAVE MAKE SURE IT FILLS THE SCREEN 100%
NEVER MOVED
THIS FAST, AND
WILL NEVER
MOVE THIS
SLOWLY AGAIN
Per Sundin – Universal Music
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8. UNTETHERED
POSSIBILITIES
Untethered
Possibilities
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9. Test and learn
methodologies Rate of change and
change itself
Impact on consumer
behaviour
Untethered
possibilities
Scale of industry
and opportunity
Technology
advancements Key industry
opportunities and
innovation
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10. INDUSTRY
POTENTIAL
Big jump in global
optimism for the
mobile industry INSERT VIDEO HERE
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11. INDUSTRY
POTENTIAL
NFC connectivity
and its impact on
POS transactions INSERT VIDEO HERE
and proximity
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12. INDUSTRY
POTENTIAL
Acceleration of
connections by
2015 INSERT VIDEO HERE
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13. INDUSTRY
POTENTIAL
Mobile broadband is
becoming the real
driver of innovation INSERT VIDEO HERE
and economic
empowerment
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14. Adaptation to rate
of change Confluence of
technology
advancements
Social media and
empowered
consumers. The Next wave Global economic
first screen
recovery
Advertising and
marketing Emerging markets
innovation becoming
significant enough
for global interest
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15. FIVE CONCEPTS
FOR 2012
INSERT IMAGE IN 1. Brand Purpose
BACKGROUND
2. Mobilization
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THIS SPACE 100% 3. Social by Design
4. Propagation Planning
5. Devolution™
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16. Disaster Recovery and
Rapid Response Impact on economies is
significant
Drive to get
smartphones into
Humanitarian &
the market. Airtel. economic impact
Impact of focus
on technology.
Estonia.
True focus on
economic growth.
Next billions. Urbanisation
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17. UNTETHERED
POSSIBILITIES
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18. UNTETHERED
POSSIBILITIES
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19. Blur. Speed and overlaps Cameras
Apps
Technolog
y Processors
HTML5 and
Operating Networks
Systems
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26. DEVICE
INNOVATION
What is a mobile device?
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Always on. Rings. In your pocket. BACKGROUND
Waterproof devices – this really is MAKE SURE IT FILLS
mobile everywhere THIS SPACE 100%
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27. Omnichannel thinking Campaigns that are
not integrated are
dead in the water
(Roth – IPG)
The power of multiplayer
Integration
Device tethering
Mobile is not a separate channel
Digital budgets must take from
other channels (Daly – Coke)
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28. Omnichannel thinking Campaigns that are
not integrated are
dead in the water
(Roth – IPG)
The power of multiplayer
Integration
Device tethering
Mobile is not a separate channel
Digital budgets must take from
other channels (Daly – Coke)
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29. SIMULTANEOUS
CONSUMPTION
40% of Tablet owners watch TV with
INSERT IMAGE IN
their device BACKGROUND
eBay mobile App displays inventory MAKE SURE IT FILLS
associated to TV show being
watched THIS SPACE 100%
Mobile has the ability to link moment
and emotion
Every other media channel must be
mobilised (Roth – IPG)
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30. DEVICE &
MEDIA
TETHERING
Viggle is a loyalty and
INSERT IMAGE IN
rewards app that BACKGROUND
encourages users to check
in to and share TV shows MAKE SURE IT FILLS
HBO GO THIS SPACE 100%
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31. Omnichannel thinking Campaigns that are
not integrated are
dead in the water
(Roth – IPG)
The power of multiplayer
Integration
Device tethering
‘First moment of truth is moving
to mobile’ Digital budgets must take from
(Jay Altshuler - Unilever)
other channels (Daly – Coke)
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32. COKE
Put a Coke in arms reach of
desire
Mobile is the enabler of desire
Recognise consumers will INSERT IMAGE IN
integrate phones into their buying
process. Phone in one hand Coke BACKGROUND
in the other
Have significant own media in
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packaging and coolers THIS SPACE 100%
Contemplated true role of mobile
for Olympic campaign
Fully integrated, complicated and
applicable globally
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33. Omnichannel thinking Campaigns that are
not integrated are
dead in the water
(Roth – IPG)
The power of multiplayer
Integration
Device tethering
Mobile is not a separate channel
Digital budgets must take from
other channels (Daly – Coke)
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34. COKE CHOK
Fully integrated TVC and mobile
phone experience
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BACKGROUND
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THIS SPACE 100%
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35. CORNETTO
Love sparks
Key location decision and
selection INSERT IMAGE IN
Dial an IVR BACKGROUND
Use numbers to navigate
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Reward players
THIS SPACE 100%
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36. Omnichannel thinking Campaigns that are
not integrated are
dead in the water
(Roth – IPG)
The power of multiplayer
Integration
Device tethering
Mobile is not a separate channel
Digital budgets must take from
other channels (Daly – Coke)
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37. Need for integrated monitoring and
decision making. Privacy, reliability? Everything that has
current flowing through it
should be connected
Sensors, gauges, meters, (Lurie – ATT)
appliances monitoring Connected
Movement, consumption,
economy
changes, preferences
If something could
benefit from being
connected, it should
$1tn business opportunity be connected
(Vestberg – Ericsson)
by 2020
Embedded technology will
drive the next wave of
connectivity – to 24bn by
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2020

38. CONNECTE
DECONOMY
Connected devices
and opportunities
across all major INSERT VIDEO HERE
industries
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39. Cars communicate with
dealers, update status, Connected cars are a
books service, updates key component of the
calendar Smart Grid. EV cars are
Find better ways to useless without
make use of cars. connectivity
More computing
power and sensors
than PC’s and Automotive
smartphones Threat of global
gridlock by 2050
moving from 1bn
100m cars sold every cars to 4bn cars
year. 20% are
connected. But, only 5% Ford has an SDK for developers to
of 1bn cars are currently use voice and buttons for app
connected control
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40. CONNECTED
VEHICLES
Connectivity - deliver consistent
quality of service across entire
journey INSERT IMAGE IN
Platforms - a stable, flexible platform
essential for development and future BACKGROUND
management of products and
services, infotainment plus billing MAKE SURE IT FILLS
platform THIS SPACE 100%
Content and Apps and Services -
innovation partnership and
opportunity for content developers
and providers. Weather, travel,
flights, taxis, traffic, parking, health
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41. Smart Grids
Utilities
Reduce emissions
by 20% by 2020
Emergence of
municipality apps
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42. COPENHAGEN
WHEEL
Transforms normal bikes into
hybrid e-bikes
Captures energy from peddling INSERT IMAGE IN
and braking
Captures road conditions,
BACKGROUND
weather, traffic data, pollution MAKE SURE IT FILLS
Shares the data which allows THIS SPACE 100%
users to plan healthier routes,
track exercise programs and
meet friends
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43. Foursquare and
Underlying data is the
integration
real value
Facebook
OpenGraph Social as Social platforms are
platforms becoming the
central integration
point for apps and
value added
In 5 years 90% of products
Facebook traffic
will be from SM is the driver for data
mobile consumption in photos, music
and video
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44. FACEBOOK
OPENGRAPH
Facebook should have been a
mobile app
Open Graph allows developers INSERT IMAGE IN
access to FB users’ social graphs
For App developers, it is a BACKGROUND
powerful app discovery MAKE SURE IT FILLS
mechanism
Allows deep linking into Apps and
THIS SPACE 100%
install
Shares information to Timeline,
Newsfeed and Ticker
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45. FOURSQUARE
Checkins are a means to an end
Foursquare wants to be the
Google Analytics of the real INSERT IMAGE IN
world
AMEX has integrated with
BACKGROUND
Foursquare MAKE SURE IT FILLS
Gives users automatic discounts THIS SPACE 100%
for checking in and using their
AMEX card
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46. VISION 2020
» 2012: HD, NFC, quad-core devices, embedded devices, web applications, tablet based
augmented reality,
» 2013: 3D, NFC ecosystems, wireless charging, on-demand entertainment – home & away,
embedded devices, contextual social networking, presence and context, applications, deep
integration of SM/SNS into OS’s, gaming and gifting layer applications, humanitarian &
social computing/applications
» 2014: fully integrated advertising, flexible displays, lifestyle management applications,
embedded devices, smart surfaces, resurgence of Nokia, smartphones to the masses,
removal of connectivity decisions – best & cheapest for task, mobile projection
» 2015: mobile telepresence, new battery technology demonstrations, immersive gaming,
embedded devices, image & context recognition, embedded device management apps
» 2016: in-device sensors (blood, alcohol, etc), learning devices and OS’s, power and
battery technology breakthroughs
» 2017: eight-core devices, terabit cloud storage, cloud-based OS, separation of work and
play
» 2018: 5G demonstrations (LTE+), gigabit connectivity, motion powered devices
» 2019: 5G trials (LTE+), nanotech tech demonstrations
» 2020: flexible devices, transparent devices, changeable devices, 3D projection
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NOMOPHOBI
A
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