Barcelona in a Bar

BARCELONA IN A BAR / ANGUS ROBINSONBARCELONA IN A BAR / ANGUS ROBINSON

2 BARCELONA IN A BAR - ANGUS ROBINSON

INTRODUCTIONINTRODUCTION

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THEMESTHEMES


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NEVER MOVED THIS FAST, AND WILL NEVER MOVE THIS SLOWLY AGAIN

THINGS HAVE NEVER MOVED THIS FAST, AND WILL NEVER MOVE THIS SLOWLY AGAIN


Per Sundin – Universal Music


Untethered PossibilitiesUntethered Possibilities

UNTETHERED POSSIBILITIESUNTETHERED POSSIBILITIES


Rate of change and change itself

Untethered possibilities

Scale of industry and opportunity

Key industry opportunities and innovation

Technology advancements

Impact on consumer behaviour

Test and learn methodologies

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INDUSTRY POTENTIAL

INDUSTRY POTENTIAL

Big jump in global optimism for the mobile industry


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INDUSTRY POTENTIAL

INDUSTRY POTENTIAL

NFC connectivity and its impact on POS transactions

and proximity


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INDUSTRY POTENTIAL

INDUSTRY POTENTIAL

Acceleration of connections by

2015


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INDUSTRY POTENTIAL

INDUSTRY POTENTIALMobile broadband is

becoming the real driver of innovation

and economic empowerment



Confluence of technology advancements

Next wave Global economic recovery

Emerging markets becoming significant enough for global interest

Advertising and marketing innovation

Social media and empowered consumers. The first screen

Adaptation to rate of change

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FIVE CONCEPTS FOR 2012FIVE CONCEPTS FOR 20121. Brand Purpose

2. Mobilization

3. Social by Design

4. Propagation Planning

5. Devolution™

ENTER THE DRAGON15


Impact on economies is significant

Humanitarian & economic impact

Impact of focus on technology. Estonia.

Urbanisation

True focus on economic growth.Next billions.

Drive to get smartphones into the market. Airtel.

Disaster Recovery and Rapid Response






Cameras

Technology Processors

NetworksHTML5 and Operating Systems

Blur. Speed and overlaps

Apps









DEVICE INNOVATION

DEVICE INNOVATION

What is a mobile device?Always on. Rings. In your pocket.Waterproof devices – this really is

mobile everywhere



Campaigns that are not integrated are dead in the water (Roth – IPG)

IntegrationDevice tethering

Digital budgets must take from other channels (Daly – Coke)

Mobile is not a separate channel

The power of multiplayer

Omnichannel thinking










SIMULTANEOUS CONSUMPTION

SIMULTANEOUS CONSUMPTION

40% of Tablet owners watch TV with their device

eBay mobile App displays inventory associated to TV show being

watchedMobile has the ability to link moment

and emotionEvery other media channel must be

mobilised (Roth – IPG)




DEVICE & MEDIA

TETHERING

DEVICE & MEDIA

TETHERINGViggle is a loyalty and

rewards app that encourages users to check

in to and share TV showsHBO GO






‘First moment of truth is moving to mobile’ (Jay Altshuler - Unilever)





COKECOKEPut a Coke in arms reach of

desireMobile is the enabler of desire

Recognise consumers will integrate phones into their buying

process. Phone in one hand Coke in the other

Have significant own media in packaging and coolers

Contemplated true role of mobile for Olympic campaign

Fully integrated, complicated and applicable globally











COKE CHOKCOKE CHOKFully integrated TVC and mobile

phone experience




CORNETTOCORNETTOLove sparks

Key location decision and selection

Dial an IVRUse numbers to navigate

Reward players










Everything that has current flowing through it should be connected (Lurie – ATT)

Connected economy

If something could benefit from being connected, it should be connected(Vestberg – Ericsson)

Embedded technology will drive the next wave of connectivity – to 24bn by 2020

$1tn business opportunity by 2020

Sensors, gauges, meters, appliances monitoring Movement, consumption, changes, preferences

Need for integrated monitoring and decision making. Privacy, reliability?

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CONNECTEDECONOMYCONNECTE

DECONOMYConnected devices

and opportunities across all major

industries



Connected cars are a key component of the Smart Grid. EV cars are useless without connectivity

AutomotiveThreat of global gridlock by 2050 moving from 1bn cars to 4bn cars

Ford has an SDK for developers to use voice and buttons for app control

100m cars sold every year. 20% are connected. But, only 5% of 1bn cars are currently connected

Find better ways to make use of cars. More computing power and sensors than PC’s and smartphones

Cars communicate with dealers, update status, books service, updates calendar



CONNECTED VEHICLES

CONNECTED VEHICLES

Connectivity - deliver consistent quality of service across entire

journeyPlatforms - a stable, flexible platform essential for development and future

management of products and services, infotainment plus billing

platformContent and Apps and Services -

innovation partnership and opportunity for content developers

and providers. Weather, travel, flights, taxis, traffic, parking, health



Smart Grids

UtilitiesReduce emissions by 20% by 2020

Emergence of municipality apps



COPENHAGEN WHEEL

COPENHAGEN WHEEL

Transforms normal bikes into hybrid e-bikes

Captures energy from peddling and braking

Captures road conditions, weather, traffic data, pollutionShares the data which allows users to plan healthier routes,

track exercise programs and meet friends



Underlying data is the real value

Social as platforms

Social platforms are becoming the central integration point for apps and value added productsIn 5 years 90% of

Facebook traffic will be from mobile

Facebook OpenGraph

Foursquare and integration

SM is the driver for data consumption in photos, music and video



FACEBOOK OPENGRAPH

FACEBOOK OPENGRAPH

Facebook should have been a mobile app

Open Graph allows developers access to FB users’ social graphs

For App developers, it is a powerful app discovery

mechanismAllows deep linking into Apps and

installShares information to Timeline,

Newsfeed and Ticker




FOURSQUAREFOURSQUARECheckins are a means to an end

Foursquare wants to be the Google Analytics of the real

worldAMEX has integrated with

FoursquareGives users automatic discounts

for checking in and using their AMEX card


VISION 2020VISION 2020


» 2012: HD, NFC, quad-core devices, embedded devices, web applications, tablet based augmented reality,

» 2013: 3D, NFC ecosystems, wireless charging, on-demand entertainment – home & away, embedded devices, contextual social networking, presence and context, applications, deep integration of SM/SNS into OS’s, gaming and gifting layer applications, humanitarian & social computing/applications

» 2014: fully integrated advertising, flexible displays, lifestyle management applications, embedded devices, smart surfaces, resurgence of Nokia, smartphones to the masses, removal of connectivity decisions – best & cheapest for task, mobile projection

» 2015: mobile telepresence, new battery technology demonstrations, immersive gaming, embedded devices, image & context recognition, embedded device management apps

» 2016: in-device sensors (blood, alcohol, etc), learning devices and OS’s, power and battery technology breakthroughs

» 2017: eight-core devices, terabit cloud storage, cloud-based OS, separation of work and play

» 2018: 5G demonstrations (LTE+), gigabit connectivity, motion powered devices» 2019: 5G trials (LTE+), nanotech tech demonstrations» 2020: flexible devices, transparent devices, changeable devices, 3D projection




NOMOPHOBIA

BARCELONA IN A BAR / ANGUS ROBINSONBARCELONA IN A BAR / ANGUS ROBINSON