Future Media attend the 5th Mobile Convention in #Amsterdam

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Representatives from Future media got to attended the Mobile Convention in Amsterdam,on 22nd May 2014 at the imposing Beurs van Berlage, Mobile Convention Amsterdam (MCA) is the leading annual event for mobile marketing and technology professionals in Northern Europe. The convention offers broad insights into the future technologies, mobile landscape, and showcases the business possibilities of the latest applications. Every year more than 800 professionals from marketing, media, banking, ICT and telecom join MCA and exchange their ideas, knowledge and experience.

mocoam2 The main hall of conference. Paronama picture by @ThanhHoaHoang.

@ThanhHoaHoang and @Ad340soye were given a precious responsibility to represent Future Media at the convention in Amsterdam. As Digital marketing professionals we wanted to amplify the event on social media- The plan was to have a twitter interview with any available speakers at the convention prior to the event date. Luckily for Us @Krijn (Krijn Schuurman) and @Chrizzieman (Chris Bannink) agreed.
We also made use of other social media platforms for live updates during the event such as Vine, Flippagram, Instagram and tumblr
Before setting off to Amsterdam, with support from @Brillthings, we had done great online interview, creating good content for the approved event hashtag #MoCoAM, questions varied from the upcoming wearable devices (Google glass, iWatch) to the future of mobile marketing, we even talked about the TV hat in the video below, kindly leave your comments on if you would buy this.

Screenshot of the Twitter interviews.
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We were satisfied with our contribution towards the event amplification and the event itself,@BCUFuturemedia gained 10 new followers and there were 1084 tweets recorded under #MoCoAM.

22nd May 2014, #MoCoAm officially started. Overall, there were approximately 45 presentations throughout the day, from 10 AM to 4PM. They were organized under 4 different categories: mobile marketing, mobile commerce, mobile enterprise and mobile payment. Due to lack of time, we could only attend some of them. But still, we were fascinated and overwhelmed by new knowledge and experiences from the speakers.
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Takeaway.com introduced a new way to make your food order easier than ever – online order. Takeaway.con allows you to order food from more than 27 thousand restaurants in 10 countries. Their 6 offices can be found in 5 countries, providing jobs for approximately 350 people. In total more than 1,7 million orders are taken every month. The company witnessed 50% growth in 2013. Those are impressive number that can tell a story. But it would be a mere story without the appearance of mobile in this. The CEO of Takeaway gave us all an advice on how we should expand the business. By making a persuasive comparison between mobile application and website, he believed using a PC to order your food is not an encouraging way, and smart phone is the right one to do this work. Therefore it affirms the fact that along with Internet, mobile eventually plays an important part in changing our lifestyle from the smallest thing.
David Nguyen of Accenture shared this APX-LAB video with us to highlight the possibilities available with glass technology.
mocoam7Picture by Emerce (https://www.flickr.com/photos/emerce/)
Google glass is in its beta version it is being sold to developers only in the USA so far and not commercially apparently the price tag is around $1,200. I tried one on and If I had that kind of money to throw on a technological device I actually would and I don’t think people who wear them look like robots!

APX Video 2012 from APX Labs on Vimeo.

We got to see this solar powered dress by @Pauline_DongenThe two wool and leather prototypes comprise parts with solar cells which can be revealed when the sun shines or folded away and worn invisibly when they aren’t directly needed. The dress incorporates 72 flexible solar cells. Each of them, if worn in the full sun for an hour, can store enough energy to allow a typical smartphone to be 50% charged.
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Another device on display was the double robot, according to the developers, Double enables a revolutionary new level of interaction with your remote team.Having your own Double in the office means you can be free to roam around anywhere without having to schedule a meeting. Double takes everything you love about video calls on an iPad and puts that on a mobile base that puts the remote worker in control. Your Double is always on, ready to take you anywhere you need to go.Employers can rest assured that their remote employees never miss out on important conversations around the workplace.
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Next fancy device was the pimped out drone from Accenture, the drones have having different algorithms for different solutions for example one of their clients FutureMine uses the on-site drone for monitoring the morning traffic speeds and road rules observance for the mine’s employees and contractors travelling to work along the public and mine lease road. Real-time data drives real-time performance management potentially reducing serious safety incidents as well as driving an improved safety culture.
mocoam10Picture by Emerce (https://www.flickr.com/photos/emerce/)

Another amazing presentation was Heineken #Sharethesofa: leading the charge in real-time second screen marketing. Antoinette Hoes of DDB&Tribal presented how Heineken exploited the notion that millennial’s hardly ignore their mobiles even when they are watching TV as the feel a need to share real-time experience with friends on the program they are watching.
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The Consumer Electronics Association (CEA) and National Association of Television Program Executives (NATPE||Content First) released the findings of the first part of a joint research study analyzing how and why consumers use Second Screen devices to engage with video content. Of the Second Screen users surveyed, 79% access a second device while watching TV programming.
The idea developed through the combination of two key insights: firstly that 70% of UCL viewers watch the game at home, the second that more than two-thirds of Heineken consumers are also online while watching TV and thirdly that Twitter is the number one social media platform being used during live TV shows.
The match with HernanCrespo resulted in 46.8m earned impressions, 78% Twitter share of voice among UCL sponsor.
This is not the first time a second screen strategy is being deployed by the guys from Holland, Heineken / Star Player This iOS app from Heineken, which launched in 2011, provides a second-screen gaming experience for the football fan without distracting him/her from the game. “Dwell time” with the app has averaged 56 minutes.

This year was the 5th anniversary of the convention and it was a huge success. The whole conference was professionally organized and very insightful with more than 60 speakers sharing their learnt lessons.
After the convention day, we spent our last night and morning in Amsterdam with joy and excitement. Amsterdam is surely a city of tourism: beautiful scenario, friendly citizens and excellent traffic. Arriving at the airport, we did not have any difficulties to get to our hotel, where we were warmly welcomed. We spent our free time going shopping, exploring around the area we stayed and enjoyed the local restaurant. The trip was unforgettable and we want to express our deepest thank towards Mark Brill and Marie, who gave us this precious chance to attend such a professional conference and visit Netherlands.

Review of Mobile Convention Brussels 2013 Marketing and Mpayments

As we mentioned in our last blog post, on November 5th we sent two members of our team to the Mobile Convention Brussels. Our representatives went to the Marketing & MPayments stream which focused on mobile marketing and advertising in addition to mobile payments.

To provide you with the full “Mobile Convention Brussels Experience” we have summarized the conference in relation to the three main themes that were covered across the talks:
(1) The shift to mobile leading in digital marketing
(2) Mobile as a social contributor
(3) Importance of companies adapting to the changing digital environment

The first speaker to grace the stage was Oscar Fernandez, General Manager of Spain’s M.M.A (Mobile Marketing Association) and CEO of his own company, Muchomove. Oscar went on to explain his belief that mobile has enabled an irrevocable change in consumer behaviour leading to a heightened awareness in conjunction with higher expectations. In relation to Google and their strategy, he highlighted that in today’s society there was a need to think mobile as the world is constantly connected. So what do we feel has fuelled mobile’s rise? Oscar drew light on how he believed social media has offered a catalyst for change, enabling and encouraging mobile to be utilized on a daily basis. To round off the presentation he offered the audience examples of where mobile had truly revolutionised the internet with reference to the amplification of customer review sites and loyalty systems.

Following Oscar’s presentation was Renate Nyborg-Bartlett. She spoke about her company, Pleo, which was created to address the common problems companies face in this new mobile-era by providing them with comprehensive solutions. The reason for creating such a company, as Renate explained in her presentation, is because the “mobile internet is going to disrupt business models all over again.” “Digital users are shifting from desktop to mobile first or even mobile only.” She concluded that “mobile is fast becoming the glue that binds all our actions: online and offline.”

Renate Nyborg-Bartlett’s presentation

Monetizing mobile payments was the topic of conversation presented to us by Ainsley Ward of Clear2Pay; a payment solutions consultancy. Following the theme of companies needing to adapt, Ainsley shared a message of the pitfalls of foolishly approaching mobile payments, Painting a picture of a world full of failed high profile finance and communication relationship initiatives. Ainsley drew our attention to the naivety of banks and the realisation that there was less money in mobile payments than first thought. In hindsight, he was able to address the issues that banks faced and how companies needed to react if they were to make the most out of mobile payments. If there was anything to be learnt from what Ainsley said, it was that data and information was key to the success of mobile payments, something which the banks understood but did not know how to solve. Ultimately, this need for a social understanding was something that was carried across into Dan’s presentation.

Ainsley Ward’s presentation.

Dan Armstrong from Takashi Mobile, spoke about how eCommerce has changed over the years, particularly in regards to mobile payments (also known as “MPayments”). He explained that a customers trust is key and without it, no company can succeed in business these days. This is a problem when it comes to MPayments because it has yet to be a trusted method of transaction by consumers. He explained that NFC doesn’t work well for mobile payments from the customer’s point of view. He explained that the way we thought mobile would turn out was very different.

Dan Armstrong’s presentation.

The next speaker was Mark Brill, lead partner at Brand Emotivity and Senior Lecturer in our Future Media course. The main focus of his presentation was the importance of creativity and innovation in mobile. He explained that unless we are solving consumer problems, mobile strategies will never work. To support his argument, he asked everyone what branded apps they have on their mobile devices. His point was that a lot of brands have created apps, but for all the wrong reasons. If the app doesn’t solve a consumer problem, it is an ineffective mobile strategy. For this reason, companies need to start focusing on the people, not technology!

Mark Brill’s presentation.

Next up was Matthias Vermiere to discuss mobile and interactive installations. His presentation consisted of various case studies to demonstrate the 3 areas his company focuses on:
1. Connected Apps (CMS & CRM connected, mCommerce, tools & services, B2B, sales…);
2. Advergames (high quality, mostly single level, games providing an unique brand experience);
3. Interactive Installations (installations with a mobile device at the heart, mostly connected for CRM/sales objectives).
Matthias’ presentation covered varying ways consumers can interact socially through mobile, it also drew on the variety and flexibility within mobile marketing.

Mattais Vermiere’s presentation.

Quintin Schevernets, CEO of Layar, spoke about connecting the physical world and the digital world using augmented reality (AR). According to Quintin, Layar’s mission is “to connect the physical and the digital world to make life easier and more meaningful”. To do this, he claims that with AR, marketeers can re-think print in a number of ways:
1) Print becomes the start of a multimedia experience;
2) Print becomes the start of a sales funnel; and
3) Print becomes the start of a whole new interactive experience.
In this way, he emphasised the need for print companies to evolve to meet the demands of a digitally conscious society and the way Layar could aid that process.

As a jury member of Mobile Lions Cannes 2013 and Head of Digital Arts at TBWA Brussels, Xavier was well suited to leading us through the best and worst cases of mobile campaigns presented as part of the competition. Firstly he explained that what he considered mobile for the category, was not merely limited to a device, and could be found anywhere. This was demonstrated through truly inspiring award winning case studies which dealt very much with the social impact mobile was making. A particular favourite was SMART textbooks, which was able to bypass the smartphone and provide students from impoverished background with traditional sim cards that contained working textbooks. It was liveable, relevant and made a significant difference to people’s lives. It also emphasised the ability for mobile to be a social contributor without the need to advance technology.

Following on with the social engagement theme was Kris Hoet, Head of Digital and a Change Architect at Duval Gullaume. His presentation focused on the question of how to make the mobile phone a social object again. He challenged the nature of mobile, arguing that to make truly wonderful mobile content you had to recreate a social process.

Kris Hoet’s presentation.

The last speaker of the day was Bart Van de Vel from Facebook. He explained that companies need to think differently about how they work on Facebook because social should not be the objective. According to him, the “secret” to working with Facebook really, really well is to (1) define real business objectives, (2) create amazing content for News Feeds, and (3) make sure a ton of people see your content. So how does this relate to mobile? Well, while Facebook started as a website, it is becoming increasingly more mobile. According to him, Facebook is now a mobile company first and foremost, meaning that content companies share should be tailored with a mobile audience in mind.

All in all, the event shed some light on the common issues that exist in mobile today, particularly in regards to marketing and payments. We learnt about the inevitable shift to mobile, and how businesses had to adapt to cope. Inconjunction with this, the need to discovery and understand mobile as a social benefit to make the most of it.

If you are someone who wants to know what is going on in the mobile, we highly recommend going to Mobile Convention Brussels next year, or attend the original convention that is held annually in Amsterdam. If you want to see some of the other presentations from the conference, you can access them here on SlideShare.