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"It's the moment we've all been waiting for" – MediaCom's Ben Phillips on day one at Mobile World Congress

By Ben Phillips

February 25, 2014 | 3 min read

Ben Phillips, global head of mobile at MediaCom, gives his take on the big themes from day one of Mobile World Congress in Barcelona.

A small fraction of what's on display at MWC

We are fresh faced and ready to go. Mobile World Congress is a massive stamina test and the first days of the conference are when we get to see the best of the best and we’re in best condition to absorb what it all means.

It’s also a reunion for many of the mobile players and providers that have invested in stands in Barcelona in recent years. Some have merged, some have been taken over and some are gone but not forgotten.

Merger doesn’t always mean a bigger stand but the major ad networks and media owners are out in force.

The theme of day one among MWC veterans is the excitement around mobile’s recognition as the channel. Within the mobile community we’ve been wanting this for years but it’s finally happened, not because we have been banging the drum but because consumers are increasingly turning to mobile first.

It’s the moment we’ve all be waiting for.

The task now is to ensure that brands have the optimised mobile sites they need. It may seem obvious but it’s often neglected by global brands.

Truth be told it’s become easier to pass this basic test as companies such as App Machine have made it even easier for brands to engage a mobile audience via mobile sites and applications.

Such Over The Top applications are effectively becoming virtual operators, gaining consumers at the expense of the network operators who still retain the cost of maintaining infrastructure and providing user support. We are not too far away from the creation of powerful Mobile Virtual Operators.

Facebook’s announcement that WhatsApp will allow voice messaging is an indicator of addressing technology and consumer behaviour and making communication not only easier but ultimately free.

It's a brave move to go head to head with the network operators but when you have the reach, then you are in a prime position to change the direction of communications.

For us as agencies the key will be to maximise the tracking capabilities and transparency in this new world so that there's clarity to where our mobile media dollars are being placed and recognised.

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