Letter from Barcelona: '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

Letter from Barcelona: 'The Experience Economy' at Mobile World Congress

BARCELONA, SPAIN — Day 1 at Mobile World Congress here is Barcelona was 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 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.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published