Tag Archives: MWC15

MWC 2015: Is It More of the Same or Change for the Sake of Change?

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Mobile brands, including carriers and social media grandees such as Mark Zuckerberg, are in Barcelona at MWC15 to announce, prophesise, and speculate on what we as consumers will want, or think we need, in the form of mobile devices and the connected landscape. It’s true to say that we are a generation that relies on our mobile devices, even to the extent that we feel naked without a device to access the web 24/7. This now extends to wearables for fitness, virtual reality, gaming, and next, our virtual wallet and transport.

Next week at its March 9th ‘Spring Forward’ event, and as ever separately to every other brand, Apple will likely launch the Apple Watch to a global audience who may just be underwhelmed considering the announcement of advances in Android-based wearables demonstrated by HTC, Huawei, LG and Sony to name a few at MWC15. Underwhelmed is perhaps unlikely based on consumer enthusiasm, but the exclusive snapshot of the Apple Watch given by Lisa Armstrong, Telegraph Fashion Editor, demonstrates that Apple is offering what every brand must deliver to its consumers — choice. Apple offers choice of styles, straps, and faces, and of course the Edition variant in 18ct rose or yellow gold for those who like their wearables with a bit of bling. One thing these new arrivals, Apple included, all have in common is that they start to transcend the chasm of tech into fashion. They look great, work effectively, and are worthy cost-effective options (with the exception of Apple) that will further ignite the wearables market.

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But who’s copying who? Fashion brands such as Guess, and luxury watch brands like Tag and Mont Blanc, have made their intentions clear and some could argue are being driven by tech brands. However, why should tech need to look traditional to enable adoption, especially if it only works when I remember to charge it? Where is the value, efficiency, and worth?

On the other hand, we may be blown away by our friends in Cupertino. We have more to digest such as those car rumours in which Google is further ahead in realising, as are some of the more forward-thinking automobile brands. Volvo, for example, is exploring connected car services and is announcing a trial launch, progressing its published plan to create a fleet of driverless cars by 2017.

It’s an obvious move to connect our devices to our transportation – our devices will soon show us how to get to our destination and then take us there in the most efficient manner. Easier said than done, as we all know the pitfalls of satellite navigation. Does a driverless car have the potential to become annoying like a cab driver who is lost, can’t drive, or drives dangerously? Without exception, any mobile or wearable device that connects with our vehicle and 3rd-party applications, like social media, are going to involve advertising, data, and subscriptions, further sacrificing the joy of a quiet and peaceful drive home.

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With connected devices creating more opportunities for brands, every manufacturer understands that they need to have a cross-category approach to devices including phones, wearables, and VR, which is evident from the announcements made at MWC15. As the technology develops, however, brands also need to create amazing, intuitive, and secure software to encourage us to part with more of our tangible assets and transactions, in order to communicate and live virtually.

Are we ready or would we rather, brands included, slow down the pace? Technology is moving so rapidly that innovations are becoming obsolete before they have a chance to become a recognised part of history. The hardware needed to operate these innovations can become redundant sooner thus creating obvious problems in disposal as we can’t indefinitely deal with it by sending it off our shores to become someone else’s problem. Our perceived need to demand more out of our devices, brands, and lifestyles compounded with being forced to update, upgrade, and adopt as a result of market forces may be what drives us to come to a full circle and look for a device that allows a simpler and more traditional private life; unlikely but not impossible.

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Is it too late for BlackBerry’s return to the touchscreen mobile market?

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With Mobile World Congress in Barcelona almost at an end, last night Blackberry chief executive John Chen surprisingly announced BlackBerry’s re-entry into the touchscreen mobile market with the ‘Leap’, joining the recent classic keyboard models, with another three variants to come in 2015.

With an estimated 1,000 smartphones being shipped globally every minute compared to nothing less than a decade ago, can Blackberry reignite enthusiasm – not only amongst new customers, but those die hard brand advocates?

Blackberry shipped 7.9 million phones last year according to a Gartner study, six times less than in 2011 (51.1m).

The brand certainly still deserves some credence, after all it continues to dominate in the B2B sector and has suffered fewer embarrassing privacy leaks than some rivals.

This time, Blackberry will provide access to its services on iOS, Android and Windows phones for a fee as ‘experience suites’, which all sounds very complicated.

With hungry competitors like Microsoft, LG and Motorola bringing similar mid-range devices with more innovations and greater advertising spend to the market, can Blackberry continue to trade on good will and is its market now too business centric to be relevant to make the ‘Leap’?

I hope it’s not too late for Blackberry – it paved the way for the globe’s current top two players who most certainly copied what Blackberry created, and did it well with lesser products but great advertising and brand advocacy.

To survive in my view, Blackberry must once again focus hard on its brand, values, heritage and innovation in a manner which appeals to both more established and emerging demographics.

It needs to stay in the game and keep the competition fresh to offer more choice to both business and consumers.

I guarantee that every mobile carrier wants to see Blackberry survive to ensure certain brands have less control over their business models and a broad spread of brands to partner with now, tomorrow and long-term.

 

Read more at: http://wallblog.co.uk/2015/03/05/is-it-too-late-for-blackberrys-return-to-the-touchscreen-mobile-market/

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