Recap from Day 3 at Mobile World Congress

1. MOBILE
2015
WORLD 3
DAY
RECAPCONGRESS

2. DAY3
1
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.
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 marketplace offerings, as they sell data plans and packages.
2015 MOBILE WORLD CONGRES RECAP

3. DAY3
2
THE BUSINESS
OF BEING SOCIAL
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.
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 a :15 second piece of video content.
2015 MOBILE WORLD CONGRES RECAP

4. DAY3
3
WHEN CONTEXT
BECOMES PERSONAL
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.
2015 MOBILE WORLD CONGRES RECAP

5. DAY3
4
WHAT’S YOUR
OUTCOME?
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. 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.
2015 MOBILE WORLD CONGRES RECAP

6. DAY3
5
B2B UBIQUITY
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.
2015 MOBILE WORLD CONGRES RECAP