The Drum Awards Festival - Official Deadline

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By Justin Pearse, Managing Director, The Drum Works

February 25, 2016 | 2 min read

The Drum has partnered with IBM Interactive Experience to create a series of films during Mobile World Congress exploring how mobile is fundamentally changing the way businesses operate and how consumers engage with them.

On the fourth and final day of the show, we talked to Ocado, Telefonica and IBM Interactive Experience about how brands are using mobile to offer personalised experiences for their customers.

According to David Sharp head of technology 10x at Ocado, mobile is a key channel for the company, accounting for over half its overall orders each week

He discusses how mobile also powers its entire service, from drivers to customer communication and describes how the company is now developing its own mobile communications technology to sell to businesses in other industries.

Telefonica mobile ad chief Dan Rosen talks about the role of the mobile operator in today’s advertising sector. He points out that mobile operators hold one of the most powerful positions in the market due to their direct customer relationships with every one of its customers.

IBM Interacive Experience's Candy gives us his overall take on this year’s show and what it tells us about the future of consumers’ digital experiences.

Discussing how mobile is reshaping the experiences they offer their customers are Matt Candy, European leader IBM Interactive Experience; Dan Rosen, global advertising director, Telefonica; and David Sharp, head of technology 10x at Ocado.

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