We had a stellar program for “Mobile Product Owner’s Guide to the Universe” at Mobile World Congress Americas. There were a ton of ideas that came from our speakers during the all-day event, and these are five of the most interesting:
1. Exponential Acceleration — and Convergence — of Lots of Tech (AI, AR, VR, MR, Computer Vision, Machine Learning, Mobile and More)
“We used to say disruption is the new normal,” said Tom Edwards, Chief Digital Officer at Epsilon in his keynote address. “But now, I see this more as exponential acceleration. It’s more about consolidation and bundling of existing technologies.” With the rise of interconnected systems, marketers will need to keep up with customer expectations for seamless, intuitive, lightning fast, “magical” experiences with technologies. See Tom’s video that dives into the themes in his keynote here:
2. Leaving Room for Innovation (and Making Sure Your Definition of Innovation is Helping Not Hurting You)
Organizations can’t stop everything to innovate — but they can’t afford to fall behind either. It’s important, said panelists Todd Stricker with Marriott, Scott Cuppari with Coca-Cola Freestyle and Dorothy Jensen from Southwest Airlines to leave bandwidth on your teams to experiment, ideate and stay ahead of the game — even if many of the ideas never make it into production. They also advocated for carefully considering how your team defines innovation.
“We frequently define innovation as unlocking value we weren’t unlocking before,” said Stricker. “Re-defining innovation in those terms helps people think in the problem spaces we’re really attacking to unlock customer value. That helps break the paradigm that innovation has to be a massive new crazy thing. It can be at a micro-level, and super meaningful when you’re dogging customer problems and making things better for them.”
3. It’s Time to Revisit A Few Technologies You Might Have Written Off
Technologies you might have tried a few years ago have matured: write them off at your own risk. For example, AI and natural language processing have helped create vast improvements in chatbots and voice assistants, as Vera Tzoneva, Global Product Partnerships, Google Assistant demonstrated.
VR technology is also better and more immersive than it’s ever been, said Andy Mathis, Mobile Partnerships and Business Development Lead at Oculus. For brands that want to connect with customers through indelible, immersive experiences, VR is an avenue that’s waiting to be explored. Red Bull’s VR hub lets you go cliff diving, fly a plane in the Red Bull air race and more, connecting with their adreneline-fueled branding. Tom’s in-store VR experience (see below) makes you an eyewitness and participant, making their brand promise of “buy a pair give a pair” come to life for customers.
4. Creating a Continuous Stream of Crowd-Sourced Customer Feedback to Help Drive Your Product Roadmap
Getting more (and more balanced) customer feedback helps product and marketing teams act on better, more balanced data about what customers want and need more quickly said Rob Pace, CEO of HundredX — and helps bake a listening culture into your organization. That’s critical for ensuring your products and features align to what real customers really want — not just what your team thinks they want.
5. Data-Fueled Context is Increasingly Critical for Personalized Marketing
“The internet of things is too focused on the things,” said Dimitri Maex, President of Sentiance. “It’s on its way to becoming the internet of you — and I believe that will happen through AI and data.”
Maex shared how — using movement, location and time data from mobile phones — it’s possible to learn an enormous amount about a user’s context (Are they walking, driving, boating? Are they near home, work or school? Where are they likely to be going next?) and customize their experience for 1:1 interactions fast and at scale.
The exclamation point at the end gives me cavities, but a period is too bored… Thank you to our speakers, everyone in attendance, and our super smart, super helpful sponsors who helped make it all happen!