'The Experience Economy' at Mobile World Congress

The chief digital officer, APAC, for McCann Worldgroup walks the show floor and sees the future of connected brands

BARCELONA — Day 1 at Mobile World Congress here in Barcelona is what you would expect — but more frenetic than ever.  Amidst the cacophony of data points, presentations, interviews and demonstrations across the 100,000 square meters of floor space, the big theme of this year’s show is "The Experience Economy."

While this is not a new theme — pundits have been talking about it for a few years — the difference now is that it is not just theoretical or possible, it is real. And it is happening at scale. By 2017, another 1 billion people will be connected to the Internet through their mobile devices — nearly half the world’s population. 

When you walk through the aisles at "Innovation City" here, you see tech companies building the infrastructure and applications to reach and service these connected consumers, and the OEMs (original equipment manufacturers) developing ever-more-sophisticated devices to provide these new experiences. And we’re seeing a few brands building an array of fascinating products and services that are transforming business models and pushing category boundaries.

For marketers, this begs a number of vital questions: Do you know your connected consumer? And more importantly: What kind of valuable experiences should you deliver to your connected consumer to help your business and brand succeed in the Experience Economy?

Patrick Rona is chief digital officer, APAC, for McCann Worldgroup.


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