Key takeaways from the biggest ever Mobile World Congress – an event that featured everything from electric-powered race cars controlled by AI to (perhaps) the relaunch of the most popular phone 10 years ago, to drones as a service.

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2. Hello!
Greg Flory
Director, Strategy & Design
(EMEA)
Bottle Rocket
Dayoan Daumont
Innovation Director
OgilvyOne Worldwide
Rob Blackie
Social Director
Social@Ogilvy

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5. Report Mobile World Congress Barcelona 2017

6. https://youtu.be/b3RqbMuL-VY

7. Relevance to Ogilvy

8. Over 108,000 attendees from
208 countries filed into the
echoing halls of Mobile World
Congress last week, I was struck
by the fact that there was very
little handset news and lots and
lots of everything else.
8

9. Mobile World Congress 2017
• VR/AR
• Drones
• Mobile & Health
• Its all software
• The Unexpected
9

11. The Augmented Reality and Virtual Reality Challenge
11
CCS Insight value the market at $4
billion by 2018 with 24 million units
sold in that year
ABI Research put the value at $61bn
by 2021

13. It did get a little weird
Korea Telecom’s VR demo &
SAMSUNG’S Gyro 4D simulator
13
HTC’s computer-tethered Vive
headset and Emotiv’s EEG neuron-
measuring headwear
Huawei’s virtual reality demo 5G live 360
degree video streaming and Zombies

15. the landscape

17. 17
Mobile in health

18. https://youtu.be/5W01laLq2co

19. https://youtu.be/cA0hxCS0fKM

20. https://youtu.be/p60OG4odcJI

21. Its all Software

23. 23

24. 24

25. Sharing Economy Born
of these five Mega-Trends
SHARING
ECONOMYPeople
Technology
Economy
Climate
Travel
Catalyzed by 2008 Crash
25

26. 26
During MWC 2017, over
40,000 guests from
more than 120 countries
will use Airbnb - generating
€28M in economic activity

27. 27
Estimated Growth in European
Sharing Economy By 2025
2016 2025
€570 B
€28B
Source: PwC

28. 28
How do you get there?
Where do you stay?
Who spend time with?
What do you do?
“Trips”-a Travel Platform

29. 29
Who are Software People?
It’s not a skill set, it’s a mindset.
see the world
through
the lens of
software

30. 30
© 2017 Twilio Inc.
Not Software People Software People
© 2017 Twilio Inc.
Not Software People Software People
© 2017 Twilio Inc.
Not Software People Software People
© 2017 Twilio Inc.
Not Software People Software People

31. © 2017 Twilio Inc.
You might not be
Software People when...

32. The Unexpected

34. 34

35. Graphene Booth
The Graphene Experience Zone at Mobile World
Congress 2017 focus was on five innovation areas:
IoT and Sensors; Wearables and Health; Datacom;
Energy; Composites.

36. IBM fed its Watson AI lots of information
about Gaudi's works, and it came up with this
futuristic piece of art.
It included moving parts that rose and fell
according to the sentiment of social media
posts about Mobile World Congress.

37. There was also a Google sand sculpture.
And a Google ice sculpture, too.
Google beach

38. Chinese smartphone company Gionee hired
this footballer.
And these dancers.
Gionee

39. Questions?
Greg Flory
Director, Strategy & Design
(EMEA)
Bottle Rocket
Dayoan Daumont
Innovation Director
OgilvyOne Worldwide
Rob Blackie
Social Director
Social@Ogilvy