Campaign UK

JO MOORE

WORLD­WIDE EX­EC­U­TIVE BRAND DI­REC­TOR LENOVO

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With a few days un­til Mo­bile World Congress kicks off, the ru­mour mill is in full swing and there are a few trends to watch out for at the show. With Sam­sung not ex­pected to launch a new prod­uct and crit­ics ex­press­ing their dis­ap­point­ment over the iphone 7’s lack of in­no­va­tive fea­tures, there is a big op­por­tu­nity for other hand­set brands to cap­ture the lime­light.

We’re sens­ing an air of nos­tal­gia at MWC this year, with Nokia touted as one brand ex­pected to make a come­back. In fact, in­dus­try an­a­lysts are fore­cast­ing great things from Nokia: CCS In­sight pre­dicts that Nokia could grab up to 5% of the smart­phone mar­ket by 2019. Nos­tal­gia is a way for tech brands to re­con­nect with con­sumers. We are bring­ing back Mo­torola’s iconic sting, “Hello Moto” – tap­ping into mem­o­ries of classic de­sign and mo­bile in­no­va­tion from the past.

There will also be height­ened dis­cus­sion around aug­mented re­al­ity and how it can bet­ter con­nect con­sumers to brands. Google, through its Tango plat­form, is al­ready demon­strat­ing how the tech­nol­ogy can be used for busi­ness-ready ap­pli­ca­tions, not just ca­sual gam­ing. At Lenovo, we’re work­ing with the Tango team to de­velop new shop­ping ex­pe­ri­ences for cus­tomers to per­son­alise the pur­chase ex­pe­ri­ence, al­low­ing them to use AR to see how short­listed items might look in the home be­fore pro­ceed­ing to the shop­ping cart.

As a mar­keter, AR is an ex­cit­ing prospect. It pro­vides us with a tremen­dous op­por­tu­nity to add real value to the con­sumer jour­ney and deepen re­la­tion­ships. How­ever, it will take time for peo­ple to truly in­te­grate the tech­nol­ogy into their lives and for man­u­fac­tur­ers to in­cor­po­rate AR into their port­fo­lio. Brands must first en­sure they com­pletely un­der­stand how con­sumers will use the tech­nol­ogy. With­out this in­sight, AR will be at risk of ap­pear­ing gim­micky. How­ever, it of­fers an ex­cit­ing op­por­tu­nity to cre­ate new forms of con­tent that will en­ter­tain and of­fer a so­lu­tion to prob­lems faced by con­sumers.

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