1. Day 2
Recap
at Mobile World Congress 2013

2. Cognitive
Computing
can you process this?
It’s a cross between super-computing, nanotechnology, and neuroscience, as Paul Bloom,
CTO of IBM, explained. Cognitive Computing takes unstructured data and makes sense out of
it while the computer learns through interactions. It is able to ask and respond to questions,
discovering the appropriate answer using the data it has, and decide on the answer that will
drive better future outcomes.
This is best exemplified by IBM’s Watson which personalized services can be applied to a call
centers (it finds answers to customers questions 50% faster) as well as to the medical field.
(Memorial Sloan Kettering in NYC is already using Watson to help doctors make a diagnosis.)

3. During Natural
Disasters
people want their data tracked
Flowminder, a non-profit puts big data to use. About 13 million people are displaced each year
due to natural disasters. In normal life, the user doesn’t want their data to be tracked, but
that’s not the case when in a natural disaster.
By collecting, aggregating, analyzing and disseminating anonymized mobile phone location
data to NGOs and relief agencies, Flowminder has managed to improve disaster response
and proved that data philanthropy is also good for business by generating goodwill among
governments, subscribers, and revenue preservation.

4. Future of
the Internet
Is mobile
In the next five years, there’ll be about two billion more Internet users, and most of them will
connect via smartphones and smart devices.
But who is The Next Billion? They’ll be in Africa or Asia, and live in large cities. They are very
young, very ambitious, and they want a personalized experience. The next billion is going to
be connected on data even though many won’t be able to afford a traditional data plan. This
means a lower price on services and mobile devices. See the newly launched Nokia 105.
It sells for about $20.

5. Scale and
Simplicity
Needed yesterday!
Marketers like Coca-Cola or L’Oreal are clear. “We need global scale, across operators and
country borders.” The marketing landscape is in perpetual change mode. Marketers have
long been looking for solutions, that help them design mobile marketing programs with scale.
The GSMA has started to introduce a standard across operators called Joyn. This
standard synchronizes rich communications (video, text, photos, etc.) across operators.
Companies like Soli deliver a scalable, multi-interface messaging and delivery
infrastructure for content and messages.

6. Brands Go
Mobile
with tailored content
Things we already know about mobile marketing: a different type of customer engagement
is required and big data is the force that drives drives new opportunities for marketers and is
transforming the business and customer environment.
Companies like Unilever and IHG have pointed out best practices, such as: build a relationship
with your customer by targeting their content for individual consumers in an intimate way. If
you already know their location (walking in the park), what the weather is like (a hot day), and
where can they buy some ice cream nearby, send him a code for a discount. Tailor the content
designed for the masses to the individual.