I recently attended the 2016 Mobile World Congress event in Barcelona, Spain. With over 100,000 attendees and 2,200 participating companies there was a lot of breaking news and tech on display that has the potential to reshape industries. With mobile representing a primary access point for consumers this event is becoming increasingly important for brand marketers. This document covers: • Key industry topics discussed at MWC • Overviews of technology that will empower consumers • The latest technology focused on creating immersive experiences • How connected cars are evolving to become mobile platforms. Tom Edwards Chief Digital Officer, Agency Epsilon

1. MOBILE WORLD CONGRESS 2016 TREND RECAP

2. MOBILE WORLD CONGRESS 2016 OVERVIEW
The Future on Display
I recently attended the 2016 Mobile World
Congress event in Barcelona, Spain. With over
100,000 attendees and 2,200 participating
companies there was a lot of breaking news and
tech on display that has the potential to reshape
industries.
With mobile representing a primary access point for
consumers this event is becoming increasingly
important for brand marketers.
This document covers:
• Key industry topics discussed at MWC
• Overviews of technology that will empower
consumers
• The latest technology focused on creating
immersive experiences
• How connected cars are evolving to become
mobile platforms.
Tom Edwards
Chief Digital Officer, Agency

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5. DIGITAL TRANSFORMATION
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Buzzword Bingo
From “SoLoMo” to “Social Business” the digital
strategy industry is driven by buzzwords to frame
the next incarnation of value creation for brand
marketers.
At Mobile World Congress 2016 no phrase was
more prevalent than “digital transformation”. It
was on countless booth signs and represented
what became a sea of sameness.
From consulting services to professional service
providers, “digital transformation” was a catchy
headline at first glance but it was not backed up
with value creating substance.
Key Takeaway
The key to truly enhancing value for consumers
and mitigating risk for organizations is to align
with a strategic partner that is informed by data,
insights and empathy.

6. AD BLOCKING
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Breaking Through
One of the most hotly debated topics at MWC 2016
was tied to ad blocking at the telco carrier level.
At the center of the discussion was Shine, whose
approach to ad blocking does not include publisher
white listing and is based on consumer opt in.
They are focused on blocking all advertising at the
network level which caused major concern for
publishers and adtech solution providers during
panel discussions.
Key Takeaway
Shine’s approach to partnering on the carrier level
can block out display, apps, and mobile video ads. It
will not however siphon out native ad types such as
those found on Facebook, Twitter & Buzzfeed.
The debate will continue well past MWC and we will
continue to serve as a trusted advisor to navigate the
latest ad blocking challenges as they develop.

7. SPONSORED DATA
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Value Exchange
With the increased focus on ad blocking,
developing new approaches to creating
value exchanges with consumers will be
necessary.
One area that was discussed at MWC is the
role sponsored data can play. The current
models are built on free data in exchange
for ad blocking free experiences.
When looking on a global level, half of
mobile users outside of the US & Europe
don’t have data plans, making them
receptive to free data.
Key Takeaway
60% of mobile users are concerned about
their data bills and switch over to wi-fi to
avoid charges. Consider partnerships with
wi-fi marketing solutions as well as branded
offers for free data.

8. THE ROLE OF 5G
Connectivity for All
Coming out of MWC were a number of key
announcements tied to the role that 5G may
play as the next generation of the mobile
internet.
This is incredibly important as it pertains to the
Internet of things (IOT) as the 5G standard is
expected to arrive around 2018. It is said to
increase speeds at least 10x faster than LTE
with near instant latency.
The big advantage will be its flexibility. Carriers
can adapt it to specific use cases. Smart homes
and connected cars can connect at lower data
speeds.
Key Takeaways
In order for the future to become today in
terms of fully connected devices, homes and
cars that can also support the delivery of highly
immersive content, 5G can play a key role in
advancing connectivity.
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10. NEW FORM FACTORS
Modular phones for the win
LG was one of the big winners of MWC. The
biggest announcement was tied the LG G5
smartphone that demonstrated a highly
modular approach that empowers consumers
to customize their experience.
Components are plugged in by pulling off the
base of the G5 and swapping between a digital
to analogue converter, which can provide
higher resolution sound as well as a camera
controller module that enhanced zooming and
usability of the camera.
Key Takeaways
This dynamic approach to modular
components could be a key step forward for
mobile handsets that have been caught in a
cycle of incremental innovation. For brand
marketers there may be an opportunity to
create custom brand modules that can provide
additional utility for the right products.
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11. CONSUMERS IN CONTROL
02 Consumer Ready VR
In order for consumers to adopt VR it is
important that they also have the ability
to create their own immersive content.
Samsung & LG both showcased virtual
reality consumer cameras. Samsung Gear
360 will ship in Q2 2016 to compliment
the Gear VR headset.
I had a hands on experience with Nokia’s
OZO camera that is geared towards
professionals. From drones to live
broadcasts, the OZO will be one to
watch.
Key Takeaways
VR consumer cameras provide the ability
to capture images and video as well as
footage editing and playback. As more
solutions are available to consumers, the
potential for user created virtual reality
content becomes a new frontier for
immersive advocacy driven content.

12. UTILITY + USE CASES = NEW OPPORTUNITIES
From Low Light to Water Proof
One of the common themes across new handsets
launched at MWC were tied to further enhancing the
utility of the phone while also creating new potential
use cases for marketers.
I had hands on time with Sony’s Xperia line and they
were quick to focus on the phones ability to take
amazing low light selfies as well as showcasing a
projector that interacts with voice, gesture and touch
as well as an Xperia Ear bud that essentially puts a
virtual assistant in your ear.
Key Takeaways
It is important for brand marketers to be mindful of
new hardware and software features that are
launched and consider use cases for future
campaigns.
For example, having a low-light selfie campaign
could be a great way for a spirit brand to capitalize
on advocacy of their product while also leveraging
new phone features or underwater selfies for
hospitality brands that are looking for a new way to
showcase vacation destinations.
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13. CONNECTING CONSUMERS
Internet of Everything
Connected devices were on display at MWC in full force.
IOT cars, drones, watches, glasses, gloves and cows?!?.
A cow was equipped with a wide range of sensors to
demonstrate the benefit of a connected cow.
Companies such as Intel, Microsoft and Jasper
showcased how they can provide seamless access and
connectivity to easily connect a sea of sensors.
We are reaching a point very quickly where the low cost
of sensors combined with machine learning based
systems to process the large amount of data created
and software that visualize data.
Key Takeaways
It is important to develop a roadmap and strategic
framework to highlight the role that a brand can play
within the IOT ecosystem.
There are many possible scenarios from partnerships
with sensor providers, leveraging existing networks, such
as Under Armour’s connected communities leveraging
the insights from connected devices to create new
opportunities to connect with consumers.
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15. CARDBOARD 2.0
LG’s Approach to VR
LG surprised many attendees at MWC by
introducing the LG 360 VR viewer.
Deemed by many as a nicer version of Google
cardboard, the LG 360 viewer connects via a
USB-C Cable, is lightweight and of course
requires a LG smartphone to work.
While there are concerns about how much
“reality” is let in by the design, meaning light
and other distractions, the momentum of light
weight VR solutions is hard to ignore.
Key Takeaways
Lightweight VR experiences will enable brands
and marketers to drive attention and enable
consumers. VR experiences are ideal for
branded integrations as they are tied to the
mobile device and can extend immersive
content experience.
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16. VIRTUAL REALITY FOR THE MASSES
Facebook + Samsung
During MWC 2016, Mark Zuckerberg announced
Facebook’s intention to provide free Gear VR
headsets for pre-orders of Samsung’s S7.
Mark also claimed that more than 1 million hours of
VR content has been viewed on Samsung devices.
Facebook announced dynamic streaming support
for the Gear VR, which will optimize the 360 video
experience.
Mark also discussed the role that Social VR will play
to further enable connection and sharing and the
fact that Facebook has created a Social VR team.
Key Takeaways
VR will play an increasingly important role in
Facebook’s monetization strategy of the future.
Facebook believes that VR is the next evolution of
computing and we will continue to partner closely
with the Facebook team and co-create compelling
solutions.
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17. SEEING THE INVISIBLE
Augmenting Reality
One of the more interesting augmented
reality demonstrations at MWC was
Qualcomm’s invisible museum.
Initially featured at CES, the Invisible
museum showcased Qualcomm
contributions to smart homes, smart cities,
cognitive technology, mobile experiences
and connectivity.
Key Takeaways
Creating augmented reality solutions can
be a compelling way to create new forms
of brand storytelling while also maximizing
space.
The highly engaging form factor and the
freedom to create new and immersive
content can be a key addition to an
experiential event.
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18. MIXING REALITY
Mixed Reality
Holographic computing, sometimes called
mixed reality, is a form of augmented reality
(AR) where users can spatially interact with
digital overlays. A recent forecast from Citi
analysts highlighted the future of the VR/AR
industry, and their view is that AR
technologies will be most likely to disrupt
major digital markets.
Many organizations are exploring mixed
reality solutions. One that has garnered a
lot of attention is Microsoft, with Hololens.
Hololens produces interactive holograms
that augment the existing physical world
and was present at MWC 2016.
Key Takeaways
The potential application for brand
marketers is incredibly exciting as AR
represents a blank canvas against the
physical world. The developer beta starts in
January 2016 and Epsilon will be active in
the first wave of the program.
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20. TODAY = CONNECTIVITY
Racing to connect
Until the past few years, automotive digital
technology had focused on optimizing internal
functions. Now attention has shifted to enhancing
the in-car experience.
At MWC 2016, Telco carriers and car companies
were eager to show off how they plan on creating
new forms of connectivity.
Ford showcased advancements in their Ford Smart
Mobility platform and announced they now
consider themselves an auto and mobility
company.
Key Takeaways
As cars of the future become more connected with
cellular LTE connectivity and Wi-fi and traditional
automotive organizations shift towards expanding
their offerings and ecosystems of providers, a
dynamic shift is underway that can transform the in
car experience beyond simply enabling
connection.
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21. TOMORROW = AUTONOMOUS
Self-Driving Cars
One of the stars of the MWC show was the
Mercedes F 015 which represented a partnership
between Qualcomm & Mercedes Benz.
This autonomous car of the future provides a
glimpse at potential form factors for luxury
autonomous vehicles.
By 2030 there could be as many as 44 million
autonomous and connected cars on public streets.
Consumer interest in self-driving vehicles is high, as
long as drivers have the option of taking the wheel
when they want to.
Key Takeaways
By removing the task of driving, autonomous cars
represent a new way for brand marketers to re-
imagine how to connect with consumers in transit.
Commuting becomes an opportunity to create
highly engaging experiences and contextual
connection.
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22. FUTURE = CAR AS THE NEXT MOBILE PLATFORM
Presence + Technology
The Mercedes F 015’s interior featured six high
resolution display screens integrated into the rear
and side panels.
These displays can be controlled through touch,
gesture command and eye tracking.
The F 015 is a great example of how it is possible to
provide seamless connectivity for potential
consumers that can convert into marketing
strategies.
Key Takeaways
The cars of the future will become the mobile
platform of the future and provide a new canvas for
brand marketers to create new ways to connect
with consumers.
This can come in the form of deeper insights into
consumer behaviors in the vehicle as well as an
opportunity to create highly contextual
opportunities to connect.
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23. IMMERSIVE IN-CAR EXPERIENCES
Transforming Your Commute
Virtual Reality is already playing a key role in
autonomous vehicle testing. Using projectors,
motion capture tech and animation software,
researchers are developing systems to simulate
autonomous vehicle testing.
As fully connected self-driving cars become
reality, it will be possible to create virtual and
potentially mixed reality experiences within the
vehicles.
Key Takeaways
As cars evolve into the next mobile platform,
they become an incredibly viable way to
engage consumers with highly immersive
experiences.
By integrating virtual reality into fully self-
driving cars, there is an opportunity to convert
simple commutes into highly immersive
experiences.
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C O N T A C T T O M E D W A R D S , C H I E F D I G I T A L O F F I C E R , A G E N C Y
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