By Alberto García Martínez, Posterscope Spain
During Mobile World Congress this year I was able to experience some of the key technologies that are defining the future of the digital and connected economy: 5G, sensors, machine learning, virtual reality, artificial intelligence, robotics, smart conversational interfaces, new hardware, augmented reality, drones….and at the core of everything: mobile.
We are living in a permanent technological revolution that is changing the way people interact with each other, with brands and with the world. And at the heart of this revolution is mobile, which today has connected over five billion people and is taking us into a hyper-connected society with; mobile networks connecting sensors to everything around us, creating smarter cities, ubiquitous connectivity and a new programmable world.
At MWC it was clear that mobile is the force behind the Fourth Industrial Revolution and that it provides an amazing opportunity for OOH, whose ecosystem is evolving through new data capabilities and interactive formats. The opportunity was highlighted by some of the core themes of the MWC including: networks, platforms & data, machine learning to AI, consumer IOT & smart cities and content & media.
Most Mobile Network Operators (MNO´s) are developing their networks to make connectivity ubiquitous, faster and more intelligent. This requires investment and therefore the creation of new revenue streams. Those that recognise the unique value behind their location-based data are developing new models to monetize it. We’re seeing how companies have introduced new business services such as Telefonica’s launch of LUCA, its new big data unit for corporate customers and how other MNO´s are reaching agreements with third-party companies to mine and capitalize on their data in advertising.
Platforms & Data
At the core of any business in the digital economy is software. Companies are investing massive amounts of money to develop platforms that add cognitive intelligence to services and interactions with consumers. Telefonica presented its fourth platform, AURA, which will enable users to manage their digital experiences with the company, and control the data generated by using its products and services, in a transparent and secure manner.
The more we work with customer data however the more important trust and transparency becomes. The recent 2017 GSMA annual industry survey showed that 54.3% of consumers will allow their operator to share their data with third parties, but only data they have previously approved to do so. So as consumers increasingly understand the value of their data and look for value in return, we also need technology that is able not just to predict their needs and deliver that value but to develop deeper relationships and conversations that ultimately drive transactions.
From Machine Learning to AI
Robots are already taking over the world!
Perhaps not to the level of Sonny in ‘I, Robot’ but machines are already smart enough to understand humans feelings, predict behaviors and open conversations. The combination of personalization and tailored creative content and the ability to deliver a personalized experience is already well on its way. A recurring topic of conversation at MWC was around how language interfaces and chatbots will become standard in the relationship between brands with their customers