The big names were out for day 1 of Mobile World Congress 2015
in Barcelona, with Will.i.am and Mark Zuckerberg appearing on
Will.i.am might be best known to the British public at the
moment as a judge on the Voice UK, but he was billed as 'Global
Music Artist, Entrepreneur and Founder and Chairman, i.am+' at
#MWC15. He was speaking as part of a panel discussing: 'The Future
of Entertainment is Mobile.'
Amongst other things, Will.i.am was talking about his line of
smart-watches and new ideas he has for wearable products, although
he doesn't actually like the word 'wearable'. He talked about the
importance of fashion, and the fact that the fashion industry
doesn't use the word wearable.
One of the things that resonated with some of the Kantar folks
in the audience was when Will.i.am talked about the importance of
data. He said people are wary of giving away their personal data,
but what they people don't see, and what happens all time, is the
sharing of your likes and dislikes, the clothes you buy and the
things you eat. And that this behaviour, or as he called it, your
'idataty' (a portmanteau of identity and data) is really
Will.i.am may have sold out stadiums, but at #MWC15 he couldn't
compete with Mark Zuckerberg. Last year, the Facebook founder
talked about how he wanted to work with mobile operators to connect
the next billion people to the internet, for free, via
Internet.org. Kantar's Mardien Drew was hoping for an update: "I
was looking to hear how the partnership with the mobile operators
is going and how many people have been connected. He did give us a
bit of an update, in that he talked about piloting it in 6 emerging
markets, but he didn't talk about how many people he had managed to
connect and he didn't give detail on what next. And whenever he was
questioned about how people should be paying for data in the
future, he didn't really answer the question."
There was also a bit of discussion about the purchase of
Whatsapp, which was announced at Mobile World Congress in 2014.
Teleanor, the Swedish mobile phone operator, did touch on the fact
that messaging services like Whatsapp, have taken revenue from
operators who used to make money from messaging. But Mardien says
really the panel discussion with Mark Zuckerberg just left you with
a feeling of 'watch this space.'
Source : Kantar