Here are our takeaways from Day 1 of the Mobile World Congress in Barcelona:
Smart but not too Smart
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 inside 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 in and dish out recipes based on the context of the items in your fridge. 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.
Digital Identity Disorder
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. And 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.
Security and/or Privacy?
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. 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.
Will You ______ Me?
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 able to contextually adapt to the situation and solve problems seamlessly. 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.
A Burgeoning New Class System
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. 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 surrounding environment so it can trigger the brakes when you forgot?