The 2015 Mobile World Congress recently left Barcelona, and the city can breathe again. It was the show for operators, regulators and innovators, with topics like 5G, wearable tech, mobile payments and the Internet of Things all up for discussion.
In the past, companies represented at this event were limited to network and service providers or those building actual devices. This year was different. There was strong representation from top financial service companies. This sent a clear message: Mobile is everywhere!
Two topics on everyone’s mind were mobile payments and the Internet of Things.
Today only about 1% of payments are carried out via mobile payment (according to discussions at the conference), but it’s believed that this will grow and by 2017 it’s forecasted that this number will be around 6%. By 2020, it’s expected to reach 14%. Mobile payments still have a long way to go, but for now it’s going in the right direction.
So, what does this mean for marketers? It tells us that now is the time to prepare. Mobile payments are likely to be widely accepted, as they offer a convenient and secure way to pay. Mobile payments will provide a new channel to market to consumers, and to understand their spending in real-time.
Internet of Things
As for the Internet of Things, how far can it go? What can it tell us about our consumers and how can it help us to help them? The answers are very close. Just take a look at this impressive demonstration.
Jennifer Ernst, Chief Strategy Officer, Thinflim showed what is possible today and what will be possible in the future, using a bottle of whisky as an example. The new NFC OpenSense™ technology will help us understand whether that bottle is sealed or has been opened. Let’s pretend it was a bottle of milk and imagine the next evolution of technology will be able sense how much is left. This information can be used to automatically add milk to a shopping list, or even inform the supermarket.
Today less than 1% of world items are connected and these are goods that are used over a longer time and have a specific value. A connected future means we can bring everything together, not just major purchases. So whether it’s a bottle of whisky, or a bottle of milk, amazing things will soon be possible.
For marketers, a connected future offers more opportunity to connect with consumers. Every moment is an opportunity for us to better understand and impact engagement and experience, and to create value for a customer. Will you be prepared?