OGILVY AT MOBILE WORLD CONGRESS 2013 With 70,000 attendees, 1,500 exhibitors and over 100 conference sessions, the Mobile World Congress can be an overwhelming experience. The conference ranges across all aspects of the mobile economy, from hardware and infrastructure to marketing and education. Fortunately, Martin Lange, Executive Marketing Director of Digital Strategy for Ogilvy & Mather, will be attending the conference. Since Martin is deeply immersed in the mobile ecosystem, he’s keeping track of what really matters in this, the most rapidly evolving aspect of marketing and communications. Martin will focus on the following top five mobile trends during the conference, including his perspective on some must-see keynotes and panels which will bring these trends into sharp relief. Be sure to follow Ogilvy at MWC 2013 on Tumblr or @OgilvyWW on Twitter for real-time updates of all things Mobile World Congress. http://bit.ly/OgilvyAtMWC13

1. Trends
to watch
for World
at Mobile
Congress
2013
Martin Lange,
Executive Marketing
Director of Digital
Strategy for
Ogilvy & Mather

2. Mobile
Kung-Fu
Powerful solutions in a small package.
Advertising via mobile devices still has a Global advertisers will soon find the means
long way to go before we achieve the kind to run campaigns, via text or call services,
of spend/get ratios we crave. However, in multiple countries and through multiple
we do see many solutions entering the operators. Fortunately, negotiating
market that will make ad buying, location- individual operator deals one country at
based promotions, messaging services and a time is a pain of the past. Massively
many other marketing efforts much more increased scale and speed to market will
manageable and trackable for advertisers. soon follow, and services like Jana or Soli
United are the bellwethers for this trend.

3. A loud ring in
a quiet theater
Mobile services that disrupt status quo marketing, to the benefit of brands.
Consumers and customers are flocking taxi industry, how Instagram has upended
to new mobile propositions which herald the camera market, how Amazon’s mobile
a new service or transform products or service has challenged the physical retail
distribution – or both. And this is happening business or how Twitter has taken over
in staid B2B value chains and fluid B2C current newscasting.
markets alike. Start-ups have done the
hard work of paving the way for new, By developing services, brands can
disruptive services that make use of the shift their marketing efforts from pure
inherent advantages found in the mobile outward-bound advertising to immersive
world: location sensing, cameras and experiences. As a happy side effect, this
instant access to social networks. Clever creates the potential for incremental
use of these mobile advantages allows revenue along the way. At MWC, we’ll learn
businesses to threaten traditional value about the latest ideas and innovations that
chains and business models. Just think inspire us to think beyond the message to
how Uber and myTaxi have shaken up the the experience and user engagement.

4. Too much of
a good thing?
Learning to swim and not drown in the flood of mobile data.
Recent studies have shown that data is smarter and more relevant messages
the #1 topic that keeps CMOs up at night. and offers, better products and customer
With more smart devices in the hands service, sharper modeling, and more
of the consumer, more data points are focused investments.
collected every day. We can now add
location, shopping behavior, contacts This trend is light on conference sessions,
and who knows what else to an already but many data solution providers are sure
overwhelming set of variables. How can to be present on the exhibition floor –
marketers make sense of all the available everyone from large players such as IBM to
data points, much less take advantage of small start-ups with innovative solutions.
them? We’ll need to if we want to create

5. Brave
old world
Content, coming soon to a device very near you.
Content – as study after study has shown Brands and media companies alike need
– is a high priority for marketers going to understand how content is consumed in
into 2013. Mobile platforms have liberated the mobile world, what makes it succeed
content from being consumed only at and what is required to produce it. We are
home. It’s given birth to new formats, such in a rush to embrace mobile content to
as Vine and Angry Birds, and extensions increase our relevance with consumers,
of platforms, such as HBO GO. Through either by creating custom content or by
mobile, we can access any information or adding context or service to existing work.
entertainment content anywhere. Expect to find content creators, publishers
and distribution infrastructure providers
on the exhibition floor, and discussion of
case studies in the conference.

6. The unconnected life
is not worth living
Connection is breaking free from communication.
In the near future, the experts tell us, ways, building out content and services
the “Internet of Things” will surround across these newly connected devices.
us seamlessly. That odd phrase We’ll have more data to collect and more
stands for the tighter connections intelligence to act upon, but brands will
among physical products and the vast be challenged to provide a consistent
information infrastructure we call the experience everywhere they meet their
Internet. Ericsson predicts that 50 billion consumers.
devices will be connected by 2020. This
development offers a great opportunity At MWC, we will see a lot of visions for the
for companies to create new intelligent near and not-so-near future of connected
products and talk to consumers in new devices.