Mobile World Congress 2015 What
we learned at MWC and what brands have to know

2 GSMA Mobile World Congress
is the world’s biggest and most influential mobile event with 93,000+ attendees from 200 countries. Hosted in the Mobile World Capital Barcelona for the 10th year, attendees are treated to a wealth of learning, product showcases and inspiring keynotes About Why are we there? With all the hype, commotion and can-not-miss content flowing throughout the 4 day event we want to find the answers to the one thing on the top of all of our minds, “What does all of this mean for my brand?” Digital@Ogilvy broke down the 2015 Mobile World Congress into larger thematic takeaways and trends that every brand should know. We looked at the bigger picture and implications of technology moving forward and unveiled the opportunities at hand over the course of the four day conference. Mobile World Congress 2015

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Day 1 Insights

Day 1 Insights Smart but
not too smart Don’t be too smart when it comes to your brand’s role in the internet of things Digital identity disorder The average person has 26 usernames associated with 5 different passwords; that’s an issue Security and/or privacy? We want to eat our security and have our privacy too Will you ______ me? What will mobile proposition you? A burgeoning new class system What’s the hierarchy of services that will come about as they vie for your data’s attention? pg. 5 pg. 7 pg. 9 pg. 11 pg. 13

Smart but not too Smart
Don’t be too smart when it comes to your brand’s role in the internet of things 5

AT&T FOUNDRY The AT&T Foundry
innovation centers are fast-paced and collaborative environments worldwide to deliver applications and services to consumers and businesses BLUESMART This “connected” suitcase weighs itself and displays the weight on your mobile device. It’s outfitted with a battery pack to charge your phone and a SIM card so you can keep track of its whereabouts at all times 6 These grandiose visions of interconnected devices and mobile play will come over time. Like, 20 years time. So lets get real. In the mean time, how are you thinking about your role in this connected universe of products, brands, and services? It doesn’t have to be extreme and it doesn’t have to be costly. A BSH Home Appliances manufacturer developed cameras insides its latest line of refrigerators for food tracking purposes. Snap! A photo instantly gets sent to your mobile phone so you can see what’s in your fridge on the way home. Snap! A CPG brand was able to come inanddishoutrecipesbasedonthecontextoftheitemsinyourfridge. Why should you care? Before you shrug off the investment dollars into something innovative because this market seems like a hassle, try not to be too smart about it. ! Smart but not too Smart WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW

Digital identity disorder The average
person has 26 usernames associated with 5 different passwords; that’s an issue 7

8 The average person has
26 usernames associated with 5 different passwords. That’s an issue. It totally sucks trying to remember logins. The reality of this is that having one digital identity will make the world a better single sign-on and safer place. Carriers are looking to SIM card innovations to assign unique digital identifiers to our mobile devices that can travel with us. Why should you care? When it comes to security and privacy, an assigned digital identity would enable us to not have to choose between either/or, and lessen concerns about big brother watching over you. ! Digital identity disorder WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW GSMA Mobile Connect Simply by matching you to your mobile phone, Mobile Connect lets you log-in to websites and applications quickly without the need to remember passwords and usernames BLACKPHONE 2 Blackphone’s priority is selling security-focused mobile hardware and encrypted comms software to enterprises and prosumers designed to provide you with absolute privacy

Security and/or Privacy? We want
to eat our security and have our privacy too 9

GARY KOVACS CEO OF AVG
TECHNOLOGIES “It would take 76 days to read all the privacy policies I’ve signed up for on apps.” 1010 We have concerns over the privacy of our data and the actions we take online. But we want to feel safe and secure from hackers and the growing threats of global terrorism. So how about both? We shouldn’t have to choose between either/or when it comes to security and privacy across our mobile and digital networks. But the reality is that if we want security, we have to give up our privacies. That’s why privacy and security has to get better in our changing world. Why should you care? We need secure digital arenas (like universal digital identities that work across regions) to live in that can pinpoint threats without stripping us of our mobile independence. Security and/or privacy? WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW

Will You ______ Me? What
will mobile proposition you? 11

12 1212 JASPER CONTROL CENTER
PLATFORM Jasper Control Center Platform is a cloud-based solution for enterprises to launch, manage and monetize an IoT deploymentusingasingleturnkeysolution Mobile prediction propositions are only getting smarter and better. Take SAP, which is simulating real-time business models leveraging databases in ways never imagined to achieve, what they call, a “memory economy”. This “memory economy” is about knowing you, your products, and service’s behaviors and being abletocontextuallyadapttothesituationandsolveproblemsseamlessly. Why should you care? Let’s say your heating unit is failing based on changes predicted by your NEST thermostat. The heating unit company is pinged and has already ordered the replacement part. As it’s being shipped, a technician has been notified—on their mobile device—of the problem and the item’s arrival, and has already contacted your realty management company to schedule installation. All before your heat went out on a cold winter night. Will you ______ me? WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW

A burgeoning new class system
What’s the hierarchy of services that will come about as they vie for your data’s attention? 13

DATA PRIORITY Chief executives of
Deutsche Telekom and Vodafone announced at Mobile World Congress that telecoms should be able to prioritize the delivery of data for services in the future like connected cars and health devices like heart monitors because a delay in a signal could mean huge problems later 14 Who is to say which services will take precedence over others’ to access your data usage and other factors? There are service- structuring models taking place: it’s called the quality classes of services. Why should you care? As we take baby steps into this interconnected world of things, the conversation centers on what should come first. Should Spotify be making predictions as to what song should follow your next track, or should Ford be pushing out its algorithm to react to changes in the surrounded environment so it can trigger the brakes when you forgot? A burgeoning new class system WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW

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Day 2 Insights

16 Day 2 Insights 5G
What? Part 1 5G is THE missing piece to the larger puzzle of technological advancement 5G What? Part 2 Let’s put it all in context for you in a life or death situation! 5G Reasons to get excited 5G will bring forth a new digital era and spark the next industrial revolution 5G Consumer-centric modeling 5G will heighten marketers ability to create a near perfect commerce ecosystem pg. 17 pg. 19 pg. 21 pg. 24

17 5G what? Part 1
5G is THE missing piece to the larger puzzle of technological advancement

5G HYPER Safasdasd Don’t you
feel like technology and digital seems to be plateauing? It’s because our devices and tech-oriented lifestyle needs a new data pipeline to enable the type of conceptual, interconnected living lifestyle we all want so badly. The answer: 5G. 5G isn’t just the next mobile network, like 4G or the failure known as 3G. It’s the next technological platform. It’s going to take us to speeds beyond what we currently experience. Imagine downloading an 8gb movie in just 6 seconds. Why should you care? 5G is going to enable your mobile device to connect to billions of other devices and sensors, in all aspects of your life (your current phone can connect to a few thousand). Latency issues will cease: no downtime, no wait time, and knowledge can be made out of data insights much faster. $4 TRILLION 5G will require continued global cooperation and an investment of nearly $4 trillion (cumulative R&D and CAPEX invested by mobile players 2015-2020 ) according to Qualcomm 18 5G what? Part 1 WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW 5G HYPERSERVICE CUBE Huawei gives a multi-dimensional overview in terms of throughput, latency and number of connections required for the many types of services 5G networks will need to run

19 5G What? Part 2
Let’s put it all in context for you in a life or death situation!

Autonomous vehicles. They’re pretty sweet,
especially once you get behind the wheel of one and take a deep breath as you give up control. But, if these were to hit the roads on our 4G networks, with high latency issues, you would die! Why should you care? A self-driving car on a 4G network, traveling 60mph, which needs to suddenly hit the brakes to avoid a collision would move an additional 5 feet on the road before all the data processes took place to stop the car. On a 5G network, the car would only move 2.8cm. That’s 1.5 tons of steel moving less than half your thumb to avoid collision. That’s the sheer power of what 5G will enable. And how about this: that autonomous vehicle is talking to the 50 other cars in its surrounding area and to sensors placed all throughout the environment and streets. 4G VS 5G REACTION Huawei provided the 4G vs 5G example in relationship to just how far an automated car would travel over each network before it can process the data to apply car brakes in a dire situation. 20 5G what? Part 2 WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW

21 5G reasons to get
excited 5G will bring forth a new digital era and spark the next industrial revolution

The evolution of the internet
will, when we finally have the ability to, take computing and content and bring it all together in an intelligently-managed way, differentiating the type of technology that is produced and the services being offered. Here are 5 reasons to get excited about 5G, 5 years from now: • The humanization of the internet: The internet will be able to better sense the environment through sensors, probes, and connected objects, which means that services will be able to understand the specific situations of your physical environment • Keeping it green: With 50 billion connected devices by 2020, these networks that will be built all over the world are being researched with the idea of maximizing low-cost energy consumption in mind A NEED FOR 5G 5G will enable more connections between mobile and the environment, lower latency issues and increase the speed in which we can download and upload data 22 5G reasons to get excited WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW

• The Next Industrial Revolution:
4G does, in fact, limit the entrepreneurial spirit. There is only so much you can do with our current speeds and connectivity on mobile. This veil will soon be lifted, and our services will take on utility we never dreamed possible by imaginative minds who saw new opportunities first • The One and Only Follower You Need: With 5G, the internet will follow you wherever you go, enabling you to take all the data you create from device-to-device, creating seamless user ubiquity • Consumer Behaviors: We already know consumer behaviors change overnight, based on adoption of tech and the utility that service provides. With 5G, the way we watch video, shop, and socialize is going to be vastly different than what it is now. What are consumers going to be able to do? And what types of behaviors are they going to stop exhibiting? A 5G COMPARISON Imagine downloading a 4k version of a movie while walking through your front door after work. Or better yet, get a LIVE consultation with your doctor over FaceTime while rendering a 3D interactive map of your brain 23 …continued WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW

24 5G consumer- centric modeling
5G will heighten marketers ability to create a near perfect commerce ecosystem

5G gives the opportunity for
brands to be smarter and more contextually relevant when tracking the customer journey. Why should you care? In a 5G world, brands will be able to multi-hop across consumers’ various environments with ease via mobile, device-to-device discovery. Communication will increase tenfold, meaning devices will stop talking childish gibberish and make real sentences. Integrated access and backhaul will help you keep track of it all, and you’ll never have to predict a consumer journey again. You’ll know it in real-time. 5G consumer-centric modeling 25 WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW THE USER AT THE CENTER Qualcomm envisions the user at the center of 5G. You and your consumer are going to be able to create new services and new experiences based on all the different ways you can interact and connect with each other across sensors and devices

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Day 3 Insights

27 Day 3 Insights The
business of being social There is another world behind social networks you should consider leveraging When context becomes personal A quick guide to harness contextual information to personalize consumer services What’s your outcome? Without a desired outcome for your business or your customer’s business, IOT in the B2B space is pointless? B2B Ubiquity Achieving success in the Internet of Things B2B space faces three requirements Live Vegas, be open to experimentation Big data carriers will always control one thing, the pipeline pg. 28 pg. 30 pg. 32 pg. 34 pg. 36

28 The business of being
social There is another world behind social networks you should consider leveraging

On the facade, Twitter might
be pumping out 6,000 tweets every second of every day. While this is going on, Twitter has been meticulously building a data archive of human thought. Like Twitter and other social networks, tech companies are able to build assets and let us know what the world is thinking about. They’re making purchase intent predictions and a providing insight on a ton of other marketing factors. Why should you care? The next time you’re thinking of using a social platform in your marketing, take a second to think the back catalogue of typical actions being made by consumers. There are other types of data you can tap into outside of a clever CTA and :15 second piece of video content. WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW The business of being social HOT ON TWITTER - HTC VIVE According to Twitter, HTC led the most mentions with an emphasis on their virtual reality headset called Vive. Virtual reality was hot at CES and it made an even bigger appearance at MWC. It’s going to unleash a completely new way we experience brand narrative

30 When context becomes personal
A quick guide to harness contextual information to personalize consumer services

You have to think beyond
online insights when it comes to discovering contextual info about consumers; 80% of their spend still occurs in the physical world! It might seem a little complex, but here is a quick guide that will make context more personal that uses mobile as a bridge: • Bring together the right technology. Physical venues can provide micro insights into specific user habits while macro insights (like gps) provides location and proximity. • Offer a compelling value proposition. Why should the consumer give you access to their data? • When you get their permission, you’ll need an analytics system to churn and form knowledge of insights to provide a more personal service. ! WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW When context becomes personal KELLY AHUJA SVP AT CISCO Kelly Ahuja explained at Mobile World Congress that it is more important to understand a consumer’s digital stream of information not just isolated pieces of it. That stream of information combined with location details can help service providers and enterprises create better experiences for their consumers. The data has always been available but it hasn’t always been easily accessible until now

32 What’s your outcome? Without
a desired outcome for your business or your customer’s business, IOT in the B2B space is pointless?

If you can’t tell your
company or the business leaders of your customer’s business how you’ll use IOT to generate productivity or revenue generation, IOT is not a fit. And if you can’t guarantee these outcomes, you really shouldn’t be in the IOT space. The IOT B2B space is a bigger numbers game. Why should you care? You should have a problem you want to solve or desired outcome in mind before even thinking about B2B implementation. And you need to train your people to understand how to act upon the outcomes and knowledge formed by the data captured. People should be seen as sensors in your IOT B2B ecosystem. ! WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW What’s your outcome? According to Bill Ruh, Vice President, GE Software, these drivers below will open up doorways for you when it comes to determining your business outcome. What will your outcome be? OUTCOME DRIVERS

34 B2B ubiquity Achieving success
in the Internet of Things B2B space faces three requirements

There is a lot more
scrutiny in the B2B space when it comes to the IOT. Every point along the industrial model and value chain is looked at, its costs analyzed. Here are three requirements recommended by Aegis you should take into consideration as you look into building and implementing an IOT B2B platform. • Scaled Internet Costs: All of these devices in your IOT B2B ecosystem come with the cost of internet interconnectivity. Your target should ideally be below <.05 cents to achieve scalability. • Business Model Flexibility: Your devices will be used by employees, sometimes outside of their intended use. How will you monitor? How will you split business and personal costs? All things need to be considered. • Operational Intelligence: Data can be sneaky. So you have to do a lot of optimization of your devices and system and assessment of data. When you’re churning large amounts of data and 35% of it is completely useless, those costs add up! One company found that 1% of their devices were flawed, which created 35% of unusable data. ! WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW B2B ubiquity Marc Jones, Chairman and CEO of Aeris, left the audience at Mobile World Congress with some key takeaways when it comes to helping your company realize the IoT opportunity and requirements you’ll be faced to implement REALIZING THE ENTERPRISE IOT OPPORTUNITY

36 The pipeline Big data
carriers will always control one thing, the pipeline

Big carriers won’t die out
(don’t worry, people said that about big agencies too). In fact, they’ve disrupted their own business models and a whole new service economy has been built upon the data pipeline, which they control. The pipeline provides consumers utility and generates data usage, which equates to dollar signs for this industry. Why should you care? But how far will the carriers go? On one hand, they need to create value propositions to entice consumers to purchase their data plans, like a streaming entertainment partnership with HBO. But they don’t have the rich resources to create almost-flawless platforms like Netflix. So they’re looking at startups, businesses, and brands to create utilities that get users to consume data and become ! ! WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW The pipeline THOMAS WHEELER CHAIRMAN OF THE U.S. FEDERAL COMMUNICATIONS COMMISSION How will innovation flourish in the pipeline? Chairman Wheeler addressed the need for a sufficient spectrum, like he mentioned earlier. A sufficient spectrum is the pathway of the 21st Century as we’re going to become a wireless world. It has to be an open internet, free from interference. And it has to be competitive. We have to make sure we’re creating situations where both network operators and edge providers—pretty much every website and app maker on this very earth—see a similar the competitive advantages. And if all of this is put together, it’s the magic elixir that drives innovation.

38
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Day 4 Insights

Day 4 “The Others” The
mobile industry needs more inclusive innovation, but first we need to drop the stereotypes about the developing world Enabling financial inclusion Cash is not the friend of the excluded, but mobile banking on the other hand… How are you paying? The four dominant mobile payment types according to PayPal: Remote Mobile, MobileIn-Store,MobilePoint-of-Sale,Hybrid The trust revolution Have you ever looked at your user- agreement policies? It’s kind of insane Wrong place at the wrong time We can look to the past for the disintermediation of our future The 5 startups at CES every brand should know 39 pg. 40 pg. 42 pg. 44 pg. 46 pg. 48

40 “The Others” The mobile
industry needs more inclusive innovation, but first we need to drop the stereotypes about the developing world

BROADBAND IN NIGERIA Wikipedia founder
Jimmy Wales demonstrated that broadband penetration is just as good in Nigeria (example is from a high end hotel in the country) as it is in New York WIKIPEDIA ZERO Wikipedia Zero is a project by the Wikimedia Foundation to provide Wikipedia free of charge on mobile phones, particularly in developing markets Farmers in third world countries see success over crops via mobile weather updates! Disease is halted due to SMS texting awareness in developing market! Oh these people, if only they know what the internet could do for them! These are the types of headlines that saturate the media in which we form our opinions about developing markets and mobile penetration. Well, it’s wrong. What people don’t know is that when developing countries around the world see growth in internet and mobile usage, these users are immediately going straight to Google, Facebook, Twitter, Wikipedia, and their local news sources. They are joining the global conversation immediately (faster than your gramps). Why should you care? We need to stop thinking of these global citizens as “the others”. Because that 26 year old programmer in Kenya is going to be the one driving innovation in her country faster thanthe26yearoldprogrammerinPaloAltomakingprivilegedassumptions. “The Others” 41 WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW

42 Enabling financial inclusion Cash
is not the friend of the excluded, but mobile banking on the other hand…

MASTERCARD + EGYPT The Government
of Egypt and MasterCard are rolling out a digital ID program that links citizens’ national ID to the existing national mobile money platform, allowing Egyptians to participate in the formal electronic economy through a single, easy-to-use cashless program MASTERCARD + ZIMBABWE MasterCard has partnered with Steward Bank/EcoCash in Zimbabwe which will make remittance services available to more than 1.5 million account holders who will be able to finally receive funds sent by family and friends abroad directly into their accounts Cash is not the friend of the excluded. If you receive cash for an hourly-waged job and you can’t pay a bill online, or send money home to mom, or perhaps your benefits are stolen on your commute home, how are you supposed to keep this physical money digitally secure? Why should you care? Mobile banking helps solve this issue of cash-turned-digital transactions, but only if all the mobile banking silos around the world drop their act and... wait for it...become ubiquitous (the most overused word in 2015 so far, sorry!). A majority of speakers at MWC have placed a call to arms for the larger financial institutions of the world to embrace mobile banking systems so that a global money transfer hub can exist, one which allows for all types of financial transactions to take place regardless of phone, carrier, or financial provider. 43 WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW Enabling financial inclusion

44 How are you paying?
The four dominant mobile payment types according to PayPal: Remote Mobile, Mobile In-Store, Mobile Point-of-Sale, Hybrid

AccordingtoPayPal,thesearethefourdominantmobilepaymenttypes: • Remote Mobile Payment:
consumer is shopping in a native application or shopping digitally • Mobile In-Store Payments: payment occurs in a physical store where the mobile device is used by a consumer to make a payment • Mobile Point of Sale: geared towards smalls businesses who never accepted credit cards but are trying to find new ways to accept more payment forms (think Square) • Hybrid: consumer makes purchase on a mobile website for an item, but chooses to pick it up in a physical store versus shipping 45 WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW How are you paying? VISA READY The Visa Ready program helps each mPOS stakeholder navigate the payments ecosystem to help ensure secure card transactions SAMSUNG PAY Samsung announced Samsung Pay and it utilizes a technology called Loop that allows Samsung devices to work with NFC- free magnetic card readers. Which means you can use your Galaxy S6 at just about any credit card reader

46 The trust revolution Have
you ever looked at your user-agreement policies? It’s kind of insane

GARY KOVACS CEO OF AVG
TECHNOLOGIES “Moreover, consumer data shows that more and more people are demanding trust, actively considering it when they choose whether or not to adopt a technology. To this end, a healthy and informed consumer base is more apt to contribute to a productive and profitable Internet.” 4747 CEO of AVG Gary Kovacs believes that trust is the new currency. He also believes that it’s an inalienable human right in the mobile industry that’s under a tremendous threat. The industry needs to fundamentally change how it accesses and uses data. It can start by doing these three things: 1. The code to products we deliver must be simpler. We operate our lives across a series of operating systems and multiple platforms. It’s currently a mess to navigate and different rules apply. 2. The one page user-agreement challenge. Kovacs had his team look at all the privacy policies attached to his digital life. If he wanted to read them all, it would take nearly 76 days to get through all the fine print. What do all these companies possibly need?! Lets push for an industry standard of one-page user agreements with a size 12 font. 3. Expectations of user behavior. Kovacs and partners are pushing for #SMARTUSER education. If you don’t do it in real life, why do it online? The idea is if we make trust smart and simple, educating users how to behave will be just as easy. 47 WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW The trust revolution

48 Wrong place at the
wrong time We can look to the past for the disintermediation of our future

49 Hussein is a founding
partner of Hoxton Ventures, a London-based early stage European venture capital firm. He called Mobile World Congress to take this trip to the past to see what can be reinvented in the future. He currently represents Hoxton's investments on the boards of Campanja and Deliveroo When you start to look back over time, there are a ton of ideas that failed in the digital and mobile space. Could it have been just an issue of wrong place, wrong time? A decade ago, was the mobile technology just not good enough for rating your college colleagues Hot Or Not to explode as a money generator? Because online dating app Tinder has the same foundation as Hot or Not (swipe right for hot, swipe left for not), it just exploded because of location services and social network growth. Why should you care? So creatives, entrepreneurs, big idea thinkers, and marketers too, it might be worth taking a trip back down memory lane and determining what ideas failed miserably due to wrong timing that could thrive based on the progression of our mobile technologies. WHAT WE LEARNED AT MWC 2015 AND WHAT BRANDS HAVE TO KNOW Wrong place at the wrong time HUSSEIN KANJI PARTNER, HOXTON VENTURES