Mobile World Congress America 2018: Imagining a Better Future
28 September, 2018
An insight by Michael Penn, Associate Director – Business Development
Last month, M&C Saatchi Performance attended Mobile World Congress America 2018. Guided by the conference’s theme, “Imagining a Better Future,” mobile experts from all over the world gathered to discuss key facets of the mobile landscape.
Here are some of the highlights we took home:
5G is Taking the Mobile World by Storm
Verizon has announced plans to launch the first 5G networks in October. In his keynote speech, GSMA Director, Mats Granryd, forecasted that by 2025, there will be 1.3 billion 5G connections worldwide, and the Americas region will account for 20% of that. He followed up by saying, that, by 2025, half of all mobile connections in America will be on 5G. One year ago, there were no 5G deployments planned, but by next year there will be more than 50 5G cities. 5G is been hailed as the next great development in technology and will bring evolution in AI, video, and live mobile experiences, among many other areas. With 5G, a whole new set of transformational, data-driven, opportunities will open up.
Innovation and Future Opportunities
Data is the source of all innovation and mobile is a gold-mine of data. 65% of mobile engagement deals with media, according to CEO of Vubiquity, Darcy Antonellis, who went on to say, “Mobile is the center of our universe.” Looking forward, it is projected that time spent on mobile devices is only going to continue to increase significantly, especially when compared to time spent engaging with television.
Longer mobile sessions might be on the horizon too, especially if mobile network infrastructure adjusts to increase in nimbleness and speed, a possibility that could be tied to the advent of 5G.
A Connected World
A transformation is coming in consumer and business needs, one that shifts the landscape away from discrete experiences and devices to a world of connected solutions. For the mobile community, partnering with one other will become more important than ever. New spaces must be created for conversation and collaboration.
Mobile and Video
President of AT&T Mobility & Entertainment, David Christopher, said in his talk, “The future of mobile is video and the future of video is mobile.” Engaging in video is key to engaging eager consumers at this juncture. Advertising that is seen as valuable to consumers, as content and not as “ads,” will ensure consumers’ attention and interest, driving them to convert for brands.
With these insights and many more, Mobile World Congress Americas offered a look into everything current and everything on the horizon for the mobile industry.
Find out about more events we will be attending over on our events page.