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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow Summary of the 22@Update Breakfast February 2010
Summary of the 22@Update Breakfast February 2010
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New trends in mobility: the Mobile World Congress and the ICT cluster in 22@Barcelona

Everything seems to indicate that mobile telephone devices and the Internet will be closely linked in the very near future. Both technologies are evolving very quickly and their convergence is already creating new business models. The Mobile World Congress in Barcelona is one of the essential dates for finding out what the trends in mobility are and where they are going.


Breakfast febrer 2010Breakfast febrer 2010

The Imagina building played host to February's 22@Update Breakfast which, coinciding with the staging of the Mobile World Congress in Barcelona, tackled the new trends in mobility. Dr Marc Torrent, director of R+D in Mobility at Barcelona Digital Centre Tecnològic, was responsible for clarifying the fundamental points covered at the congress.

First of all, Dr Torrent wanted to make it clear that until now it was rather difficult to innovate in the field of mobile telephone devices to such an extent that the most important breakthroughs recently focused on improvements to their screens. The latest Mobile World Congress was able to go further and new lines of innovation had clearly been opened up.

There are increasingly more mobile devices that incorporate the possibility of browsing the Internet, and it is in this area that we want to innovate

 

Dr Torrent gave a summary of the most important news to emerge from the Mobile World Congress. There are increasingly more mobile devices that incorporate the possibility of browsing the Internet, and it appears that it is in this area that the big companies working in the sector want to innovate. On the one hand, there is Microsoft and its Windows Mobile 7, a mobile device designed to be just that and not a computer like it had done until now. It is planned that it will incorporate Microsoft programs as well as a direct button for Bing. Neither has the Samsung company been left behind with its Wave, a mobile with its own operating system, BADA. This device will be available from April 2010 and will also have its own App Store, which will be in addition to the great many already in existence. For its part, Telefónica put forward new sources of income, such as a USB modem with unlimited storage, and its intention of getting into the digital book business. Finally, with regard to the big companies, the Internet giant Google was very clear that fostering the Internet on mobiles was the great priority today, which was made clear by its CEO Eric Schmidt under the slogan ‘Mobile first!’. The next challenges facing Google are devices with the possibility of voice recognition and place localisation through images.

The use of the mobile as credit card is nothing new, but a business model has not yet been found

 

According to Torrent, another of the most important points of the congress was the promotion of the mobile as a credit card. This is nothing new, as pilot trials have been conducted around the world, but a business model has never been found, although surely very soon using the mobile as a credit card will be just another 'commodity' incorporated into the device, just as a camera is now. However, the mobile operators also want their part of the share, and this payment system by mobile may take a little time to become widespread.

At present, practically all the mobile device companies have their own App Store, which is a problem for developers as the lack of a single model hinders their work. The solution to this conflict will be the disappearance of some of these App Stores or the use of the same code by all of them.

The issue of ‘Net Neutrality’ generated one of the most significant debates at the congress. Today, it is the operators who pay the costs of the network, while the service providers use it for free.  The debate lies in the possible regulation of the network by the operators, who would have the power to favour or discriminate against Internet content.

This month's 22@ innovator was David López, partner and director of Conzentra, a company founded in 1999 that works in online stock management and control. López wanted to highlight the importance of e-commerce today. It is predicted that by 2014 there will be 770 million people shopping over the Internet, which will be helped by the evolution of mobile technology. There will be more users and more mobile access, and therefore more buyers and more sellers.


The web profitability formula is relatively simple and is made up of three elements that have to be multiplied: visits, conversion and average basket.”

 

According to López , the web profitability formula is relatively simple and is made up of three elements that have to be multiplied: visits, conversion and average basket. The visits obviously refer to the customers of our e-commerce, be they regular or new ones. Conversion is a more complex term that is related to the usability and the security of the website, and, finally, the average basket will be the result of the business strategy followed. All three aspects are very important, but possibly the most delicate is conversion. Nowadays, 93% of buyers look for information before buying, and they always find it on the Net. Delays in shipments or deliveries, non-return of products or cases of incorrect stock can result in very bad publicity for the business. To this effect, Conzentra offers modular software capable of controlling inflows, outflows, location, stocks, warehouse optimisation and correct communication through a mobile telephone device.


Key ideas



“Mobile telephone devices have to be closely linked to the Internet to be able to offer innovation.”

The reduction of the large quantity of App Stores is absolutely necessary to aid the work of developers.

E-commerce is a future commitment for many companies. There will be increasingly more Internet users and more mobile access, and therefore more buyers and more sellers.

The web profitability formula is relatively simple and is made up of three elements that have to be multiplied: visits, conversion and average basket.

The participants' voice


I see that these breakfasts are ever more successful. I'd never seen as many people as today.

The world of mobile telephony changes a great deal. It's very good that from time to time an expert gives an overview of the most important issues.

I like to come whenever I can and when the subject interests me. Two hours a month keeps me up to speed in highly topical issues.







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