1.
2018
Marco Papale
Head of Innovation
J. Walter Thompson Italy

2.
Test
WHAT IS MWC?

3.
MWC is a combination of the world's
largest exhibition for the mobile industry
and conferences featuring prominent
executives representing mobile
operators, device manufacturers,
technology providers, vendors from
across the world.
MWC is a combination of the world's
largest exhibition for the mobile industry
and conferences featuring prominent
executives representing mobile
operators, device manufacturers,
technology providers, vendors from
across the world.

4.
City - Barcelona
Days Event
Exhibitors
Attendees worldwide
1
3
2.300
110.000
NUMBERS

5.
THIS YEAR

6.
PRESENTATION TOPICS
3. AUGMENTED SECURITY (more and more Security)
2. DIGITAL IS PHYSICAL (the rise of IOT)
4. NEXT MOVES (AI & Prediction)
5. WHAAAAT? (best and worst findings)
1. 5G IS COMING (what does it mean for industries?)

7.
5G IS COMING
WHAT DOES IT MEAN FOR INDUSTRIES?

8.
5G IS ABOUT REDUCING,
NOT INCREASING :)! WHY?

9.
5G, IS NOT JUST ABOUT
NETWORK SPEED.! A LOT OF PEOPLE THINK THAT 5G WILL BE THE NEXT
GENERATION FASTER NETWORK, AND THIS IS TRUE, BUT
TECHNOLOGICALLY CONSISTS OF THREE MAIN PILLARS:
MASSIVELY IMPROVED DATA THROUGHPUT, LOW-POWER
NETWORKS TO SUPPORT IOT AND MUCH LOWER LATENCY
(THE DELAY BETWEEN SENDING AND RECEIVING SIGNALS) TO
ENABLE CLEVER REMOTE-CONTROL ACTIONS.

10.
IS ABOUT REDUCING THE
CONNECTION LATENCY.
BY REDUCING THE LATENCY, 5G CAN UNLEASH THE TRUE
POWER OF AI, THE "INTERNET OF EVERYTHING", THE
"DISTRIBUTED CLOUD" AND CREATE THE ADVANCES FROM
INTELLIGENT CITIES TO CONNECTED CARS TO BLOCKCHAIN
TRACKED LOGISTICS TO REMOTE CONSTRUCTION AND
MEDICAL DIAGNOSIS.
5G

11.
MEDICAL INDUSTRY
4.0
SECURITY SMART
CITIES
CONNECTED
CARS
EDUCATION
AT MWC THIS YEAR WE’VE SEEN A LOT OF
PROJECTS REGARDING THE USE OF 5G IN:
A few examples for each category

12.
5G technology superfast internet speeds and high levels
data transfer, to allow a specialized surgeon to guide
another surgeon in an operation without the specialist
having to be physically present in the procedure.

13.
Everything that happens in the theater is recorded from
various different angles in order to send real time
information to the specialist with the use of 5G technology
reducing latency (the time delay) from the current 0.27 to
0.01 seconds; something that could literally mean the
difference between life or death.

14.
MEDICAL INDUSTRY
4.0
SECURITY SMART
CITIES
CONNECTED
CARS
EDUCATION
AT MWC THIS YEAR WE’VE SEEN A LOT OF
PROJECT REGARDING THE USE OF 5G IN:

15.
MEDICAL INDUSTRY
4.0
SECURITY SMART
CITIES
CONNECTED
CARS
EDUCATION
AT MWC THIS YEAR WE’VE SEEN A LOT OF
PROJECT REGARDING THE USE OF 5G IN:

16.
Link>
SAP LIVE AIRPORT

17.
MEDICAL INDUSTRY
4.0
SECURITY SMART
CITIES
CONNECTED
CARS
EDUCATION
AT MWC THIS YEAR WE’VE SEEN A LOT OF
PROJECT REGARDING THE USE OF 5G IN:

18.
An intresting use of IOT for water management

19.
An intresting use of IOT for water management

20.
MEDICAL INDUSTRY
4.0
SECURITY SMART
CITIES
CONNECTED
CARS
EDUCATION
AT MWC THIS YEAR WE’VE SEEN A LOT OF
PROJECT REGARDING THE USE OF 5G IN:

21.
Konka smart car mirror recorder

22.
http://www.toyota-global.com/innovation/smart_mobility_society/smart_device_link/

23.
INTRODUCING BYTON CONCEPT.
YOUR NEW SMART DEVICE.

24.
https://www.byton.com/

25.
https://www.byton.com/

26.
FOR THE FIRST TIME, FORMULA 1 WILL HAVE A DEDICATED
450 SQUARE-METERS STAND TO SHOWCASE ITS FUTURE
INITIATIVES AND DIGITAL PLATFORM INCLUDING 360
CAMERAS ON EVERY CAR IN LIVE STREAMING FOR THE FIRST
TIME.

27.
Ford Development Team
showcases AppLink innovations
https://developer.ford.com/

28.
By becoming part of the digital ecosystem, cars will effectively turn into
mobile devices. The technology company Continental will demonstrate
how it is shaping this transformation

29.
Continental enhances ‘Key as a
Service’ Portfolio and acquires full
ownership of OTA keys

30.
OTA keys enables fleets, car-sharing and car rental companies to use
the mobile phones as keys for their vehicles and to obtain live trip
data from the vehicle such as localization, fuel level, mileage and
state of charge.

31.
Caterpillar Inc. is using AT&T* Internet of Things (IoT) services to connect and
manage heavy machines and engines around the globe. The AT&T network
combined with an AT&T Global SIM card and IoT management services helps
Caterpillar, its dealers and customers better track, manage and deploy asset
connectivity in more than 155 countries worldwide.

32.
AT THE CORE OF IOT

33.
MERCEDES

34.
MERCEDES

35.
SMART AUTONOMOUS CAR

36.
SMART AUTONOMOUS CAR

37.
MEDICAL INDUSTRY
4.0
SECURITY SMART
CITIES
CONNECTED
CARS
EDUCATION
AT MWC THIS YEAR WE’VE SEEN A LOT OF
PROJECT REGARDING THE USE OF 5G IN:

38.
ClassVR is a groundbreaking new
technology designed to help raise
engagement and increase
knowledge retention for students
of all ages.

39.
Cher Wang,
Chairwoman HTC

40.
5g 360 VideoCall

41.
DIGITAL IS PHYSICAL
THE RISE OF IOT

42.
MATERIALS AT
THE CORE OF
IOT

43.
GRAPHENE
The Cambridge Graphene
Centre presented several
prototypes to a diverse
a u d i e n c e o f m o b i l e
industry professionals,
including a 3d-printed
shoe containing foam
graphene sensors that
could be used as step
counters, as well as a
sensitive pressure sensor
f o r m o b i l e p h o n e
screens.
LINK >

44.
Graphene – a single layer of carbon atoms –
may be the most amazing and versatile substance available to mankind.
Want to know more about graphene? CLICK HERE

45.
WHAT ABOUT
CONNECTED
DEVICES?

46.
Link: http://www.smanos.com/

47.
Smart Home devices are not just standalone sensores,
Now are integrated in handholds

48.
Wireless, radiowave-free internet at the speed of light
http://www.oledcomm.com/solution/mylifi%C2%AE

49.
Omnifit, a korean company, provides a comprehensive
mental health management platform for measuring
and analyzing brain waves and pulse waves and
providing a one-stop process from measurement-
analysis-prescription-healing / training.

50.
omnifit.co.kr

51.
omnifit.co.kr

52.
https://health.nokia.com/it/it/health-mate

53.
https://health.nokia.com/it/it/health-mate

54.
https://www.opro9.com

55.
Konka smart car mirror recorder

56.
Smart stamp

57.
http://www.12cm.co.kr/ko/12cm/

58.
An intelligent 'refrigerator' to transport blood samples from Perspectiva,
a Catalan company

59.
The Catalan Engineering Perspectiva has designed an intelligent device
for the transport of blood samples that allows it to regulate its
temperature and ensure its traceability.

60.
Learn how to code with Lego Boost creative toolbox
https://www.lego.com/en-us/boost/apps/the-lego-boost-creative-toolbox-free-app?ignorereferer=true

61.
A fun drag-and-drop interface using easy-to-use
coding blocks to trigger movement, sounds and more!

62.
Telco’s are
developing IOT and
building platforms

63.
http://iot.t-mobile.com/

64.
http://iot.t-mobile.com/

65.
DOCOMO to Showcase Future of 5G Entertainment,
Transportation, Construction and Environment

66.
AUGMENTED SECURITY
3

67.
Hardware security

68.
Credit cards becomes smarter
https://www.idemia.com

69.
Customers authorize payments via the
fingerprint sensor embedded into the fully
EMV compliant card.

70.
3D SCANNING
SECURITY

71.
Avast, the global leader in digital security products, performed an
experiment to raise awareness of IoT and mobile vulnerabilities by
mining the cryptocurrency Monero using a smart TV during MWC.
In the past year, cybercriminals have increasingly abused
smartphones and IoT devices to mine cryptocoins in the
background without users knowing.
AVAST

72.
Link>
MCAFEE SECURE
HOME PLATFORM
McAfee Secure Home Platform is smart security
for your home network. It automatically secures
your connected devices through a router with
McAfee protection.

73.
Computer
vision security

74.
NEXT MOVES
4(AI & Prediction)

75.
how AI is
reshaping our
economy and our
approach to work

76.
AI in E-Commerce

77.
THE NORTH FACE+
IBM WATSON
The north face is using AI to better understand their consumers. By using IBM’s AI solution called
Watson, they enable online shoppers to discover their perfect jacket. They achieve this by asking the
customer questions e.g. “where and when will you be using your jacket?” through voice input AI
technology. IBM’s software then scans hundreds of products to find perfect matches based on real-
time customer input and its own research e.g. such as weather conditions in the local area.

78.
AI in Media Ads

79.
Link

80.
A few quotes from MWC18

81.
AI will not replace jobs, will
replace tasks!
(IBM)

82.
“AI can also predict your
next business quarter”
(AGAIN IBM)

83.
5 learnings

84.
Manage and analyze datas
1
The new challenge is creating brand data.

85.
Define personalized
conversation
2
For example, chatbots may now use AI to change the tone of voice
depending on conversation and create a very intelligent discussion
with users.

86.
Build dynamics apps based
on context
3
This kind of App change depending on context usage.
Out of home, inside home, same app but different user experiences.
IBM DYNAMICS APPS

87.
WHAAAAAAAT?(best and worst findings)
5

88.
This year, facial
recognition was
introduced to event
attendants (for the first time)

89.
Recharging bicycles
were used just to
seat.

90.
You can now control
games with your
brain

91.
Of course, you will
be able to fly home
with this: (in 20 years)

92.
A cryptocurrency
were designed for
gamers

93.
https://appcoins.io/
AppCoin (APPC) is a cryptocurrency that will allow
for transactions to be made within the app stores by
users, developers and manufacturers.

94.
You can use your
eyes to use a
keyboard.

95.
A Virtual trip in a hot air balloon with HTC Vive

96.
Someone is trying to
hack face recognition
systems. (really)

97.
It’s a matter of time..

98.
Last but not least, one
idea for your next
business:

99.
REMOTE LAUNDRY management.
Sapphire enables laundry owners to keep an
eye on operating alerts and performance
indicators for each machine and laundry

100.
And then, ladies &
gentlemen:

101.
VR WORLDS
THE INCREDIBLE

102.
A Virtual trip in a hot air balloon with HTC Vive

103.
CREATING
A BETTER
FUTURE
“
”

104.
See you
next
year!
Marco Papale
Head of Innovation
J. Walter Thompson Italy
Linked IN
www.marcopapale.com