The event ran from 26 February to 1 March and IBM made sure to fill every second hosting presentations, conferences and dinners.
IBM’s focus at MWC was about results – Matt Candy, Global Leader of IBM iX, describes how this year is about showcasing and bringing to the forefront the great work they’ve done with clients. This included a showcase of work undertaken at Migros, Switzerland’s largest retail company, their Cognitive Flavor Profiler from their work with Knorr – perhaps best known from the #LoveatFirstTaste campaign and their cognitive-powered chatbots global rollout with Vodafone. With a greater focus on the sports industry, IBM also showcased fan engagement work with Mercedes Benz at the Mercedes Benz Stadium, home (for non-MLS aficionados) of the Atlanta Falcons as well as the work their US team undertook with NASCAR.
Also on IBM stand was an immersive video experience by the producer of 24 (and, for those with longer memories, Airwolf). Outage enables AI and viewers to work together to influence the story using mobile technology.
Every MWC needs a stat to challenge the conventional wisdom and IBM were the ones to provide it this year, courtesy of the largest c-suite study the company has ever undertaken.
After more than 12,500 interviews, 72% of CxOs said it was incumbents, not new entrants leading disruption in their industry. Food for thought as Marco guided us through the best of the rest of MWC 2018.
As we predicted last month, 5G was everywhere. As Marco noted, the headline outcome of 5G may be faster internet speeds, but it’s what those speeds can do that is the real prospect. From instant real time data, to the bandwidth to handle more connected users – for example in a stadium – the applications are becoming ever more exciting, especially when combined with AR/VR and IoT.
Intel talked about the work it was doing with La Liga and FC Barcelona and explored how 5G and VR technologies can come together to enhance the fan experience. Intel Sports’ Jonathan Levine teased that in the next two years you’ll be able to experience a live football game through the eyes of your favourite player.
Much of the hardware we trailed last month appeared as predicted. The Samsung S9 and S9+ debuted. Sony unveiled the XZ2 with its new-style (for Sony) handset design. And the Asus ZenFone 5 did its best impression of an iPhone with its chunky ‘monobrow’. But it was Nokia that grabbed the attention and hearts of nostalgic delegates with its revival of the 8110 ‘banana phone’.
Blockchain, the secure, shared and continually reconciled database system, was perhaps the biggest absence from the conference hall. Sabine Azancot, a Partner from IBM’s Digital Strategy practice, noted that it was part of only a few speeches connected with Bitcoin and other cryptocurrencies, but there was no real dialogue around how transformational and disruptive blockchain could be for telcos.
AI was present, but usually as an integral element in other things rather than taking centre stage in its own right. Lenovo deputed its Yoga 730 laptop, for example, which incorporates Alexa.
And whilst AR was around, its presence was subtle, at least in terms of tech and new uses. There was lots of discussion about potential for the future, but it remains for now, a technology that’s ‘not quite there yet’.
To see everything described here (and more) take the video tour with Marco and IBM.