MWC 2015: Mobile is the crux on which our lives will rest

James Hilton, the global chief executive of M&C Saatchi Mobile, explains why this year's Mobile World Congress has underlined the importance of mobile in marketing.

James Hilton: 'significant attention focused on the next phase of telecoms 5G'
James Hilton: 'significant attention focused on the next phase of telecoms 5G'

As mobile continues to snatch consumer attention (mobile user attention is disproportionately young) away from other media channels, it is key to understand the correct execution for a brand on mobile.

The flexibility of mobile as a medium lends huge creative licence to marketers to deliver the best experience for their customer. For some brands, an app that delivers something that a customer can use is essential. For other brands, mobile can provide the perfect medium to catch a customer before they make a purchase. 

This year, the event is demonstrating how integral mobile will be for personal technology in the future. Mobile is the crux on which our lives will rest.

Wearable technology will depend largely on mobile in order to be truly useful. It will become a set of keys for the connected home. When we are out shopping, mobile will be (and has already started to be) the wallet we use to make our purchases.

MWC enables marketers to outline the near future. This year, there is significant attention focused on the next phase of telecoms 5G. With 5G, we will be able to deliver superfast broadband speeds on our mobile devices and this will be significant for brands because consumers will be able enjoy experiences that are currently unfeasible.

For the billions of people who still do not have access, Google and Facebook have cemented their ambitions to spread the internet to developing countries. In these new markets, mobile is perhaps the only screen for the great majority of consumers.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).