And with the promise of a 5, 6 and even 7G tomorrow; we are all to be adorned with virtual reality (VR) accoutrements and cosseted by our unthinkingly inter-connected IoT World of wearables, something that was pretty-much unforeseen a decade ago.
So, it is certainly a proud -- and yet now a palpably true, boast that: "Mobile is Everything". For its part, the Minimob performance-marketing crew was out in full force to absorb this massive upscale in focus.
From the slightly insular world inhabited by Mobile Operators (and their adoring telecommunications infrastructure vendors) to the disconcerting and disruptive force that is OTT. It’s an industry change exemplified by "App Planet", probably more so than in any other Hall at the Fira Gran Via (and that also includes the seemingly shrinking 'Innovation City').
The buzz was truly intense, the activity and revenue growth from the companies exhibiting therein highly significant -- and with multi-hundred million dollar deals (and even billion dollar deals, like those for Opera Software) being done in real time; the various ad-tech exhibitors on display, were and are: much like Minimob, shaping the future of the mobile industry.
Why is that?
In a word, choice. Mobile subscribers and smartphone owners today are spoilt for choice. They can happily - almost unconsciously - choose whichever operator (SIM card) they like, whichever network they need (3G, 4G - or increasingly ubiquitous WiFi hotspots) and, more often than not, whatever App-delivered service (games, music, sports, lifestyle, utility, payment etc.) they wish, to enhance their lives - all in real time. And given this unfettered environment, they have been showered in Apps. Effectively, smartphone owners can select from more than 3.5 million ways to enjoy their 'me time', navigate cities and fine tune their day-to-day lifestyle.
And if your business depends on this competitive dynamic, then rising to prominence -- or being more easily 'discovered' becomes an important strategy for all those publishers who aim to monetize their efforts in the App market.
Minimob provides a fast track to make this happen. Being judged only on performance, or measurable results, differentiates present-day providers from a 'lost era' of display advertising vendors that are gradually fading from view as platforms need to become more accountable for their ad-related work.
As the evidence mounts from the GSMA and others, proving the case that 'mobile is everything' in this day and age is not exactly difficult; however, showing a rapid route to mobile monetization remains truly challenging. And in a Hall full of ad networks, apps and even advertisers; Minimob stood tall, with its stand garnering both attention and admiration.
Most crucially however, it's the platform's pioneering performance-based marketing proposition that represents the future of mobile advertising in a world where categorically 'mobile is performance'.