The Mobile World Congress (MWC) in Barcelona gathered once again the biggest names in mobile and technology. This year, the congress consisted of a long list of participants including agencies, brands, innovators and many more. The unique gathering helps to outline the key trends that will shape the market in the coming years. Here’s a review at four major trends from this year’s conference:
Video is a key driver of data traffic growth
The constant growth in the adaption rate of smartphones and tablets encourages the usage of data-intensive apps. With the growing number of countries joining the 4G network and the increasing number of low-end smartphones, applications that use video or offer video streaming services will drive the data traffic growth. It is predicted that by 2020, more of us will use mobile devices to watch our favorite show instead of turning the TV on. Naturally, this will bring more focus from advertisers towards video ads as they will become more approachable to a greater audience.
Location, Location, Location
Location based apps seemed to take a big chunk of the apps showcased in the congress. Aside from offering a faster, productive user experience, majority of the apps offered better experience with the way we connect, shop, travel and more. This year’s congress provided an assurance that location has become a standard part of consumer experiences. With that in mind, marketers will need to provide personalized opportunities that speak to this location-based mentality and align with it.
Security is critical
In an increasingly connected world, security has become a critical issue for the connected devices. At MWC 2015, numerous companies announced initiatives and technologies around security, including secure payments, secure mobile operating systems, and even privacy glasses designed to protect against facial recognition technology. The security trend is not surprising; with wearable-tech becoming more mainstream, more consumer data will inevitably be shared with advertisers. This data won’t just find its way to those who seek it; consumers are becoming more aware of their privacy and will carefully consider who they will share their data with, most likely with those they feel make privacy a priority.
Goodbye physical wallets?
Google announced “Google Pay”, Samsung announced “Samsung Pay”, Paypal announced new NFC reader and credit card companies presented a way for drivers to pay through their cars. Mobile driven commerce stepped up in this year’s congress as major key players presented their ideology and technology for m-commerce. Does that mean most of us will get rid of our wallets by the end of 2015? Probably not. Brands are making efforts to ensure the purchase experience is seamless for the consumer. And yes, the strong presence of wearable tech and the focus on augmented reality in this year’s congress also contributes to the whole m-commerce ecosystem, but that is just one aspect. Mobile driven commerce still has a long way to go before making us think twice about taking our wallets with us. For now, my guess is that our pockets won’t become lighter at least until the end of 2016.
Boris Shurp is Marketing Executive at dmg