2. Dan Bieler, Principal Analyst
WEBINAR Feedback, Reflections, And Opinions The Mobile World Congress 2016
Dan Bieler, Principal Analyst
Julie Ask, Vice President, Principal Analyst
Jennifer Belissent, Principal Analyst
March 1, Call in at 10:55 a.m. Eastern time

3. Agenda
Customer insights and experience
The Internet of Things (IoT)
Network infrastructure

4. Key Takeaways
The next decade will be about the industrial mobile internet
Mobility will be an important part of developing industrial transformation
Biggest themes were IoT, big data, 5G
5G players are IoT and big data players
New products are cool, but lack use cases
Manufacturers launch new products - but too few have clear content or killer apps

5. Customer insights and experience

6. Manufacturers are looking past smart phones
Virtual reality was everywhere with some AR
Smart watches – the buzz of last year’s show – faded to the background.
Everything was “connected”
New commercial displays are emerging

7. So what about VR?
VR is primarily oriented towards entertainment in the consumer space or industrial use cases
Devices are available with the Oculus price point at $99 or free with the purchase of a Samsung Galaxy 7
There is too little content and too few use cases to support mass adoption of VR today. Cameras will be on sale this year.
Mark Zuckerberg made the most compelling case for VR as the next generation of social media.

8. Augmented Reality is cool, but for what?
Only 2% of eBusiness professionals surveyed are using AR with another 9% piloting
AR has amazing potential to create rich media experiences around static objects
Challenges include:
Consumer comfort with the technology
Use cases beyond complex purchases (e.g., a car)
Content

9. Smart watches are everywhere

10. Smart watches were everywhere
Smart watches looked more like accessories than geeky devices and now come in seemingly hundreds of SKUs from pure plays from Samsung or LG to those embedded with fitness options.
Smart watches still lack a killer application beyond notifications and a phone extension
Among the mobile moments consumes have each day, between 60 and 75% are glanceable. Forrester refers to these as micro moments.
Smart watches will not accelerate towards critical and then mass market until the killer use cases of payments and identity take off.
Longer term, discounts on health care premiums will also drive adoption

11. Early editions of new interactive screens for commerce were on display
Technology providers are clearly thinking about the next generation of in-store experiences
Everyone remembers the shopping wall in the Korean subway station? Several were on display
The most interesting displays were interactive allowing the consumer to get more information through gesture-based control

12. What are key trends?

13. We are migrating towards ecosystems of connected devices
Mobile phones do have the most scale today
We will gradually add an ecosystem of connected devices around us – everything from our cars to our homes to health and wellness devices
Mobile phones will migrate from stand-alone devices to the brain of our personal ecosystems

14. Privacy is of concern for B2B context
Privacy registers high for many businesses
Privacy issue for the B2B context
Ericsson: educate users about the tradeoff between data players and users.
Royal Caribbean: immigration management.
GE: machines don’t have privacy concerns. But machines are concerned about who is allowed to program, operate, and control them.
Cisco: balance between technological possibilities and privacy. There must be no backdoors into privacy.

15. The Internet of Things

16. The big “winner” – now

17. Connected “Things” – From Cars To Cows
Connected cars (and bikes and buses)
Connected homes
Connected glasses – and goggles
Connected cows

18. And, the technologies that enable them
Connectivity – although 5G won’t be around until 2020 the best way to get ready for it is to increase connectivity – more devices, people, things. The connections between 7 billion people will only account for 10% of the total; and most “things” are still unconnected. (Huawei keynote, “Connected Living)
Identity – Both of people and things: are they real, who are they, where are they, what are the able to or capable of doing.
Security – From a traditional security approach of prevention only to a new security paradigm of detection and prediction at the network layer, the enablement layer and the application and device layer.
Battery – the winner of the Best Innovation for the Internet of Things award was SigFox, with its promise of “longest battery life.”

19. But it’s not how connected it is…or how big your data is, it’s what you do with it
Smart Transportation
Smart Farming
Smart Health

20. Enterprise mobility management is maturing
Issues to consider when evolving EMM
EMM is evolving
Plan an EMM roadmap with digital transformation in mind
AppConfig Community offers path for enterprise app development
Open source is important component of managing mobile infrastructure

21. Mobile is integral to the B2B digital transformation drive
B2B mobility ≠ consumer mobility
Mobility is part of the industrial transformation
Mobility in the industrial context is not about buying a great mobile or social experience.
Industrial companies deploy mobility for outcomes such as lower energy consumption, faster cash cycles, or to drive employee productivity.
Enterprises can learn from the mobile consumer segment only up to a point and have to define their own strategies.

22. Network infrastructure

23. 5G is about CX, B2B, IoT, and big data
Dramatic change in 5G interest
Key 5 G players today
5G peak of 20Gbits; 500 km/h; 1 ms latency; network efficiency 100x 4G.
True “streaming” becomes a reality…
…and that reality can be both virtual and augmented.
Use 5G for virtual experiences, smart machines, remote controlled robots, mission- critical machines
BUT standards will not be finalized before with rollouts starting in 2020.

24. What it means

25. What it means for BT professionals
Mobile might be everywhere, but you’re only going to benefit if you put it to use for you.
Turn data into insights and value through “data maturity” – the three Cs: capabilities, competencies, and culture.
Remember: “No one buys IoT.” Know what you want to do with it – get from it.
Build a roadmap, enlist stakeholders, evaluate business process readiness and seek partners to help.

26. What it means for eBiz and marketing pros?
Stay the course with mobile moments
Continue to focus on serving customers in their mobile moments – today on mobile phones but the same strategy will apply to smart watches and other connected products
Use Forrester’s IDEA framework to use mobile to transform customer experiences
Track Forrester’s ongoing omnichannel research where digital intersects with the physical world

27. Dan Bieler
@DSBieler
Julie Ask
@JulieAsk
Jennifer Belissent
@jenbelissent