Gartner Research

Marketers' Key Take-Aways From CES and Mobile World Congress Tradeshows

Published: 17 March 2016

ID: G00300692

Analyst(s): Charles Golvin

Summary

The world's largest consumer electronics and wireless tradeshows generate a tidal wave of product launches, technology innovation announcements and press coverage. Marketing leaders should focus on four areas to extract what matters: 5G, Internet of Things, virtual reality and identity management.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Mobile operator plans to trial 5G mobile technology in 2017 risk distracting marketers from opportunities, trading mobile efficacy for glitz
  • IoT use cases for marketers are expanding, creating a wealth of customer engagement opportunities, particularly in the consumer market
  • Virtual reality product proliferation introduces yet another new bright and shiny object for marketers to invest in without first identifying clear and measurable objectives
  • Mobile operator entry into the identification business introduces new potential partners for marketers, particularly in emerging economies

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