JO MOORE

WORLDWIDE EXECUTIVE BRAND DIRECTOR LENOVO

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.