Mobile World Congress 2017- the top ten innovations that surprised us most

Technology and everything around it has transformed the way we connect, consume and live, which in turn is strongly affecting how brands should communicate with consumers. Today it is not possible to talk about communication without talking about technology.

In this new scenario, advertisers must understand the immense technological opportunities that will allow us to be closer to our consumers. At this year’s Mobile World Congress, one of the world’s largest and most influential technology events in the world, we were able to see firsthand what will be the most disruptive innovations that will mark our ecosystem in the coming years. For those of you who couldn’t make it to Barcelona we wanted to share with you a selection of the ten projects, technologies or gadgets that have surprised us most.

Google Assistant to arrive on Android devices

If last year’s great star of the MWC was virtual reality, this year’s star was most definitely Artificial Intelligence. As one of the most talked about topics, artificial intelligence appears most in the form of voice assistants, systems like Apple Siri, Amazon’s Alexa, or Google Assistant which are improving rapidly and slowly entering our lives. Google chose MWC as their platform to announce that Assistant will hit more Android devices and will be available in languages ​​other than English this year. The technology giant’s plan goes much further with plans to extend the Assistant from its already marketed Google Home, to the world of smartphones, smartwatches and connected cars.

Samsung takes one step in augmented reality and virtual reality

Whilst AI took the top spot as most discussed topic at MWC 2017, virtual reality still had a strong presence demonstrating the steps it’s taking towards a more complete experience. More and more players have been incorporating the ability to interact with objects within the virtual reality and on the other hand gain weight augmented reality, but in the form of glasses. In other words, working on experiences in which you can consume augmented reality without the need for a screen. Samsung has introduced two innovations this year in the world of VR and AR including going one step further with its Samsung Gear incorporating a command with which to interact with objects and presenting glasses capable of combining virtual reality and augmented reality by activating the camera of the Smartphone placed in the glasses.

 

Visa bets on Tokenization

It seems that whilst cash is already a product of yesterday, even the credit card is becoming less necessary. In this context Visa is working on Tokenization: the design of objects that replace credit cards thanks to NFC technology. Rings, bracelets, watches … are new credit cards. These Tokens are connected to our Smartphone and we can unsubscribe them at any time through an app.

 

Estimote revolutionizes the world of the Beacons by integrating them into Digital Singage

The latest technological developments, especially in the retail sector, are focusing on connecting with the user who is near the point of sale. Estimote has created different types of Beacons that go beyond those dedicated exclusively to collecting data and sending notifications. Its last launch are beacons located in the screens of the stores and connected to different sensors placed in the products. When a user touches a product, information about the product will be displayed on the screen.

 

Buy a flight through Whatsapp? Run and Fly has made it possible

There are currently more than 30,000 chatbots in Facebook Messenger, but these conversational robots have already reached apps like Whatsapp or Telegram. Run and Fly is a chatbot present in Whatsapp, Telegram and Facebook Messenger through which you can search and purchase flights simply through the chatbot.

 

Making the purchase will not be the same again thanks to Tracxpoint and Intel

Thanks to the IoT each day we can collect more and more data that exposures the latest consumer behavior trends and statistics to help us to optimise our strategies. Tracxpoint, together with Intel, have created a connected shopping cart that allows the customer to check in when entering the supermarket. Through the screen you will be offered products and offers according to your tastes. Thanks to the camera inside the trolley it will recognise the products you pick up allowing you to purchase products and leave the supermarket without having to go through the checkout. Thanks to this cart more data is stored that can be used for further personalised communications.

 

To edit and publish a video in 360º you will not need a computer thanks to Collect 360º

During the past year we have experienced a democratization of content creation in 360º. Without going any further, anyone with a Smartphone and Google Street View app installed can create and upload a 360-degree photo. Cameras able to record video in 360º are becoming more and more accessible, as well as applications capable of collecting, editing and uploading recordings from mobile without having to switch to a computer. This is the case of Collect 360º, an app capable of connecting to any 360º recording camera, edit and share videos recorded directly from the mobile in a few seconds, without downloading on a computer or elaborate editing processes.

 

With Tapdo you will handle your house with your fingertips

Thanks to these new technologies, the way in which we are going to control connected objects in the house are being improved by leaps and bounds. Devices such as Google Home or the soon-to-be-available Facebook Jarvis are going to let us handle any connected device in our home with voice also paired initiatives such as Tapdo. Tapdo is a smart button that controls the technology through its pulsation with fingertips. This device allows users to control their favorite applications and connected devices with a single touch of the button. You can assign different actions, such as turning the lights on or off, depending on the finger you press.

 

The first autonomous and connected car is already here

Whilst cars already make up the long list that makes up the world of IoT,  artificial intelligence will greatly help to make the use of them increasingly optimised. Intel chose MWC to introduce the first stand-alone car and connected by 5G. It is a BMW capable of receiving, analyzing and storing the thousands and thousands of terabytes that the car will provide and will give the rest of vehicles, infrastructures and other elements of its environment, with which it communicates.

 

Ford does not talk about cars if not cities of the future with its delivery system with drones

Ford took full advantage of the MWC stage, but not to talk about automotive, but present its vision of the city of the future, in which vehicles and drones combine to overcome the difficulties of freight transport in cities. Among other innovations Ford presented its autonomous electric vans, which would contain drones to perform the last part of the delivery in the most complicated access areas

 

Have a question or want to discuss something in more detail? Send us an email at emea@omd.com

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About Author

Maria Gomez

María Gómez joined OMD Spain as Innovation and Strategic Planner five years ago. María works with both local and regional brands developing strategy platforms, as well as the accelerator of innovation dots by OMD (http://dots.omd.com) which connects start-ups and brands to create outstanding ideas.

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