Day 2: Mobile World Congress 2012
Day 2 of Mobile World Congress has been statistics heavy, but also rich in debate, I have spent most of my day with the Nielsen team sitting through a really well programmed day of presentations and panel discussions.
Key topics that were covered included:
1. How is mobile transforming media & Vice Versa?
Nielsen CEO, Digital, Jonathan Carson demoed key consumer trends in mobile media and advertising and lead a (semi) provocative discussion with Emily White Director of Mobile Partnership @Facebook & Louis Gump, Vice President of Mobile @CNN. Interesting points for me were:
a)Facebook is building on the idea of Facebook Zero in developing markets and is working with operators to offer its new Java App in feature phones free of data charges. No doubt this will continue to grow the user base nicely in developing markets with limited broadband infrastructure. Long-term this will mean more potential inventory for affilinet’s growing roster of performance based media buying publishers)
b)CNN’s iPad App was its first ever global product launch, this really surprised me, but that might just be because CNN has been present in the UK for some time and I already thought of it as a global brand. A key point Louis made was quite simple, CNN did not have to build an app for all major platforms, but they want to be with their user on their iPad if that is where they want to be. Simply put, if they do not fulfil that opportunity, a competitor will more than happily do so, and potentially take that customer away entirely regardless of device. I would say this is an important consideration for market leading performance publishers that affilinet works with.
2. The Mobile Mynd: How do user consumer interactions vary on via mobile vs. other screens?
A number of the sessions during the day mentioned the multi-screen, multi-tasking mindset of today’s consumer. This session lead by Thom Noble from NeuroFocus highlighted from a Neuro Scientists perspective how users interact with the world around them an how this can inform marketing approach via mobile (along with a host of other things). In addition to the world first which was the demo of the plug n’kinda play Mynd Neuroscanner, Thom also presented some of NeuroFocus’ findings that relate to mobile marketing. For me one of the key points made was that despite mobile being lauded as the most personal of the screens we use (you don’t tend to share your mobile). He stated that via research they have shown that mobile is the hardest device type / medium to convey emotion. This is interesting dear brand manager as it means that you will need to maintain things like TV buys or Outdoor spend to encourage initial affinity with consumers.
Simply put consumers like to see positive things such as smiles in advertising (to what extent depends upon market (See Germany vs. UK). The small screen of mobiles simply does not cut it, it appears
3. Mobilised Shopping, How will things look long-term
This was a really interesting segment featuring, Mungki Woo from Mastercard, Margaret Grover Campbell from Poynt, Paul Berney from the Mobile Marketing Association and Scott Moore, VP of Marketing at Best Buy. As expected all came at the topic from different perspectives. The most interesting for me was potentially Mungki Woo, Mastercard see the advent of mobile payments and Near Field Communications as an amazing opportunity to increase the size of their potential market. According to him, 85% of consumer purchases globally are still occurring by cash and invoices, which means that they have a % of just 15%… He highlighted how the in-store interactions will change significantly, citing the fact that even store layouts may get re-designed to optimise for new things such as roaming check outs, For those of you that have been an apple store you will have an idea where things might be going. Employees of the future will not need to know everything about all products, the full catalogue, along with a Voice Over IP (VOIP) links to central product experts will be available in their pocket by yet to see the light of day mobile terminals. Things are going to change… how soon the panellists would not say though…
Tomorrows agenda is pretty packed already, I think I will be trying to mix live presentation commentary with some face time on the stands with Exhibitors, looking forward to glass of Estrella Damm tonight (local beer of Barcelona), it’s been a long day!
QUOTE OF THE DAY
“Males like it short, sharp & easy…”
Thom Noble, Neurofocus, #MWC2012
PLANET OF THE APPS
Today’s top 3 Apps:
App 1: cardmunch: I wish I could say I had met 1000’s of people which are going to make affilinet XX millions of €, the reality is slightly different. None the less, free time is not abundant at (or after) events like the MWC, so being able to connect with these new acquaintances without having to enter their details into your contacts manager, then write an email is priceless. The user needs to have a LinkedIn profile for this to work well, if they don’t then it will invite them to connect with you there…
App 2: Springpad: Keeping track of websites bookmarks, research, to do’s, follow-ups etc can be a real pain when you migrate between different devices and want to store things to do with your personal like and your work life. Springpad makes this easy to do and is why I ditched Outlook task manager a while ago. Springpad offers iPad, iPhone and Android apps with offline storage, integrated bookmarking for within browsers such as Safari mobile. #EasyPeasy to be organised!
App 3: MindMeister: Keeping track of concepts, technical terms and how these all relate to you can be difficult, particularly if they emerge over time. I.e. over the course of the 4 day MWC. MindMeister, available on iPad, iPhone and Android makes this easy enabling several people to collaboratively edit their understanding of a project, topic or issue, whether they are at the airport on their way to a meeting or sitting at home planning their next holiday.
STAT OF THE DAY
4% of US smartphone customers are using 25% of all data in the USA
Jonathan Carson, Nielson, #MWC2012
FROM THE SOURCE
A few inspiring people I heard speaking today or met, follow them on twitter to get their latest thoughts on mobile and more:
1.Everybody at Nielsen! @NielsenWire, a fantastic set of topics discussed today on the mezzanine above the mPowered brands hall today, some really good panellists too. Speaking to their global events programmer, there are more on the way, watch out!
2. Scott Moore (There is a Scott Moore on Twitter and he has a beard, but it’s not him @BestBuy, just buy his answers to audience questions today highlighted why Best Buy is where it is. They are very customer centric an taking steps to make the consumer experience as friction free as possible
3. Paul Berney @MobileMktgAssn challenged audience views on the value of mobile in the shopping process, to paraphrase him ‘It’s not primarily about technology, it is about a fundamental shift in the way people acquire products and services and how they interact with brands, If I asked you to name the president of Peru now, who could? (I’m sure nothing is meant by that reference, PB), if I asked you to name the president of Peru in 60 seconds who could?’) The baseline point he makes is that with a mobile device and a web browser, most of the knowledge and lots of the data ever documented is now available to many people (in democratic countries)
More coverage to come tomorrow- stay tuned!