The trends and tech everyone was talking about at MWC 2016

Clare Hart, chief client officer, Team O2, Havas UK recaps the trends and tech that emerged from #MWC16

Mobile World Congress in Barcelona this week has offered up a tapas-board of talking points and take-outs for the mobile marketing landscape.

Virtual Reality

VR grabbed most of the headlines due to a double appearance by the baby-faced billionaire Mark Zuckerberg to declare Facebook’s plan to make virtual reality more social.

Main-stage VR launches included LG’s lightweight VR goggles and Samsung declaring it’s primed to ship one million units and will give-away a free Gear VR headset with every Galaxy S7 pre-order in the US.

HTC also announced the price and release-date of the HTC Vive (1 April and $100 more than Oculus) but Sony is still keeping tight-lipped on a release date and price for its VR unit.

5G

VR, especially on mobile devices won’t get very far without the super-fast speeds of 5G mobile wireless however. This week there’s been no shortage of telecoms giants, mobile operators and techies, keen to up-date us on initial 5G network testing.

By 2020, 5G will allow for higher productivity across all capable devices, giving rise to the ‘Gigabit Smartphone’ with theoretical download speeds of 10,000Mbps. The potential applications are limitless.

IoT

5G will underpin the Internet of Things and pave the way for more immersive media experiences and smarter connectivity in the home, car and across our towns and cities.

Many automotive companies exhibiting in Barcelona this week have partnered with technology firms to transform the car into a media space in its own right. Driving through connected smart cities will mean an influx of information, retail offers, traffic updates and more, straight to your dashboard.

AI

Voice recognition is key to a future of autonomous vehicles and there’s been lots of interesting talk on Artificial Intelligence to decode and understand human language, and communicate back in a more human way.

We’ve met robots who will care for the elderly or your children and pets but AI is much more than that — it’s about ecosystems like IBM Watson, processing huge quantities of data inputs from this ever-connected world to provide insights, make decisions and deliver solutions to problems without the need for human involvement.

Data-driven advertising

Lastly and closer to our day jobs, there has been a lot of talk about data-driven advertising on mobile and the possibilities for more effective marketing.

If talk of ad-blocking is driven by a perception that advertising is intrusive then the key to meaningful connections via mobile is in the data. We need better, richer data in order to understand users better and serve more relevant and meaningful messages in more personal ways.

The amount of data is only going to keep growing as this landscape evolves. How we use it will shape the future success of mobile marketing.