Mobilbusiness's Stora Trendspecialen presents the top ten major trends from Mobile World Congress 2015.

2. #mobilbusiness
S TO R A
T R E N D S P E C I A L E N

3. M A R L È N E S E L L E B R ÅT E N
E D I TO R - I N - C H I E F M O B I L B U S I N E S S
W W W. M O B I L B U S I N E S S . S E
@ M O B I L B U S I N E S S
@ M S E L L E B R AT E N
H E L LO !

4. M W C 2 0 1 5 BY T H E N U M B E R S
• 93,000 visitors from 200 countries
• 2,100 exhibitors

5. T R E N D 1

6. R E A L U S E C A S E S
I N T E R N E T O F T H I N G S

7. F R O M G I M M I C K S & C O N C E P T S TO
R E A L I T Y
• This year we have gone from IOT concepts to real use cases and real business
models. Among those: connected cars, connected home appliances & systems,
consumer goods.
• At the show: not only telecom industry players but also many players from
various vertical industries.
• Everybody talked about: Oral-B’s toothbrush
A regular electric toothbrush with an important twist: wifi connected, coming
with a companion app.
Use case: better hygiene while having fun. Uses gamification, quantified self
and a social media.
Concrete business benefits: people brushing their teeth more often equals
more tooth paste sold. Happy users means consumer recommendations.
FURTHER READING: here, here, here and here. (NB: Swedish)

8. T R E N D 2

9. DATA Ü B E R A L L E S
A W H O L E LOT O F D ATA TO P R O C E SS

10. BY E BY E S P R AY & P R AY
• We talk big data analytics for real, applied to a large
variety of data set types: precision data, real time data,
historical data, my data, secure data, to name but a few.
• Marketing and sales will have to deal with this and turn it
into an advantage in order to pinpoint the right message
to the right customer at the right time.
• No-one owns the customer any more and customers are
no longer loyal: use data to take care of them and make
sure they stay on.
FURTHER READING: here, here & here (NB: Swedish)

11. T R E N D 3

12. W E A R A B L E S 2 . 0
N OW FO R A W I D E R A U D I E N C E

13. P R E M I U M , W I T H M O R E S E RV I C E S , F R O M
A G R O W I N G N U M B E R O F C H I N E S E O E M
• Better looking, more expensive smart watches, that can
appeal to a larger audience, including women and
trendsetters: pre mass market
• Use cases still mostly about health & fitness
• Some new use cases nonetheless: for instance Fitbit’s linking
to a food database
• Some more new use cases to expect now with Apple Watch
and Pebble Time: payments, medical applications among
other things.
FURTHER READING: here and here.

14. T R E N D 4

15. 5 G
T E LC O T R A N S FO R M AT I O N A N D I OT

16. B E YO N D N E T W O R K S P E E D
• For the first time, the network evolution is not primarily about
higher capacity and speed. It is very much about lower latency
and enabling the real time connection of billions of devices.
• No standards yet, two schools: aggregate existing networks or
create something completely new.
• One thing is sure: 5G must bring programmable networks,
more open to third party developers.
• 5G is a lot about laying the foundations for the Internet of
Things
FURTHER READING: here. NB: Swedish

17. T R E N D 5

18. S E C U R I T Y
S E C U R E DATA , I N T E G R I T Y A N D A U T H E N T I CAT I O N

19. E D U C AT E T H E C O N S U M E R
• Do consumers want more secure data? Maybe, but not
unless it is dead easy.
• The talk on the street in Barcelona: consumers must be
educated on the need for more secure data environments.
• Solutions by the bucket:
Devices with eye scanning and fingerprint recognition
More Mobile Device Management (MDM) & Enterprise
mobile Management (EMM), less Bring your own device
(BYOD)
New! Security platforms addressing the consumer segment
too: Jolla, Silent Circle and Samsung’s My Knox

20. T R E N D 6

21. S M A RT P H O N E : G E T T I N G P E R S O NA L
M O D U L E S A N D P E R S O N A L I Z E D S E R V I C E S

22. H A R D WA R E A N D S O F T WA R E G E T S
U P, C LO S E A N D P E R S O NA L
• Great handsets with great specifications but…
• No major design evolution, apart from Samsung s6
Edge
• Real news: Yezz with its Project Ara build.
Modular smartphones open the hardware ecosystem to
a new type of specialized developers and vendors.
Opens new possibilities to consumers who want to
personalize their handset, for example with a great
camera module. Opens for part updates.

23. T R E N D 7

24. C O N T E X T I S K I N G
A N A LY T I C S , P R O G R A M M AT I C , P O S I T I O N , R E A L T I M E

25. T H E D E AT H O F C O N T E N T
• Content is not dead yet. But context is becoming increasingly
important, simply because we can create context, via big data,
position data, real time data.
• Good example: Johnny Walker, a whisky bottle that can
communicate with NFC-equiped smartphones.
A blend of three trends: IOT, Big Data and context
• What can it do? A sensor on the bottle can for instance tell whether
the bottle has been opened. Useful in the supply chain, useful for
the consumer who buys the product. More that that, the tag on the
bottle can be used to deliver marketing messages to the consumer.
FURTHER READING: here, here and here.

26. T R E N D 8

27. V I RT UA L R E A L I T Y
N OT J U S T FO R P L AY

28. T H E T I P O F T H E I C E B E R G
• This year’s challenger
• Who? Oculus Rift, Samsung and many unknown
developers. And of course HTC, which provided quite
the surprise when launching a VR headset.
• At this point, most use cases are about gaming. But
there are many other possibilities (travelling,
communication)
FURTHER READING: here and here. (NB: Swedish)

29. T R E N D 9

30. D I G I TA L PAY M E N T S
N FC

31. S A M E S A M E B U T D I F F E R E N T
• Launch of Samsung Pay and Google Pay
• Choice of words reminds of competitor Apple Pay
• Very similar services. How they are marketed and
which brand is most trusted will be the differentiators.
• Most interesting: NFC (and tokenization) as the de facto
standard for physical mobile payments
FURTHER READING: here, here and here. (NB: Swedish)

32. T R E N D 1 0

33. E L E P H A N T S I N T H E R O O M
E V E R YO N E WA S TA L K I N G A B O U T …

34. A P P L E A N D X I AO M I
• Apple timed announcements so as to be top of mind
Apple Watch launch event invitations two days before
the show, campaign about the Iphone 6 camera on the
day the largest flagship phones were unveiled
• Xiaomi: Everyone wondering how far their disruptive
business model will take them.
Recap: Started 2010, Xiaomi number 3-5 (depending on
the analyst firm) smartphone vendor in the world and
number 1 vendor in China in 2014.
FURTHER READING: Apple Watch and Xiaomi.

35. T H A N K YO U !
M A R L È N E S E L L E B R ÅT E N
E D I TO R - I N - C H I E F M O B I L B U S I N E S S
W W W. M O B I L B U S I N E S S . S E
@ M O B I L B U S I N E S S
@ M S E L L E B R AT E N