thought leadership
March 2013
OFFDECK Helen Keegan muses on mobile
As the Mobile World Congress juggernaut thunders onto the horizon again, Helen Keegan hopes for some brave new thinking from the big-hitters at the show It’s that time of year again when the mobile industry decamps en masse to Barcelona for a week of learning, networking, deal-making, and (let’s be honest) a bit of fun. This year, Mobile World Congress has a new home, so the unfamiliar surroundings will present a fresh challenge to the 60,000 or so mobile executives trying to make the most effective use of their time in the city. The venue’s bigger, but it remains to be seen if that means better. There’s always been a strong operator focus at the event, and while the GSMA has been keen in recent years to place more emphasis on apps and mobile marketing, and to attract more brands, this year will probably be no different. So what can we expect to see at MWC 2013? I’m wary of attempting to predict the future. What I can do, though, is share with you what I hope to see coming out of this year’s event. For starters, I’d like to see more focus on stuff that is actually new and innovative, rather than just bigger, faster banners in mobile websites. I’d like to see evidence of innovation in new devices too. Here, I’m looking beyond mobile phones, towards mHealth, mLearning, the Internet of Things, and the impact all this
‘I’d like to see services and solutions that are designed around real consumer needs and desires’
50
www.mobilemarketingmagazine.com
might have on how brands and media companies engage with customers. It’s really interesting to see mobile apps and TVs converging, and it’s much more fun watching big TV shows with Twitter as a companion. I know a few people who own Smart TVs but I know no-one who uses any apps on them beyond iPlayer and other catch-up TV services. Hmm…
Brave new world I’d also like to see customer- rather than platform-centric thinking. Services and solutions that are designed around real consumer needs, desires and insights, rather than the latest bit of techno-wizardry the geeks in the lab have come up with. I’d like to see some bravery too, particularly from the bigger companies. Bravery in embracing our new world, thinking collaboratively, and working together. Large corporates in any industry often tend to stifle self-expression and individuality, and I think this is particularly true in many telcos. The big players, who could learn and benefit so much from some of the clever start-ups trying to do things differently, instead put up a brick wall to obstruct the new order and instead obstinately refuse to change. These huge companies have to reinvent their business, which may mean killing the existing business. They should be nurturing new companies and new talent and investing in their
future, because the old models are simply not sustainable. I appreciate this is difficult. It requires a change of mindset, for people to be more open, more connected, and to think beyond the way they have always done things. It also requires internal change in business processes, structure, and indeed thought processes. But for those brave enough to do it, the results can be amazing. I think the phrase goes, ‘change or die’, doesn’t it. You don’t want to be the next Jessops, HMV, or Blockbuster. The other thing I expect to see this year is more visitors to congress taking in more of what’s on offer on the fringes. Indeed, there’s a whole festival going on! There’s a vast array of events taking place in the city – everything from innovation showcases, to walking meetings looking at smart cities to Mobile Marketing’s own Barca Starta and Mixer events. Not to mention the parties, including the annual Swedish Beers BCN shindig. There’s something for everyone, and these events, which are typically less formal than the stuff going on inside the Fira, are a great place for like-minded people to connect, whether you’re from the corporate world or start-up land to meet, learn, and network in a more relaxed environment. For a full list of what’s going on, head for: www.mobileheroes.net. MM