Gartner Research

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

Published: 17 March 2016

ID: G00300692

Analyst(s): Charles Golvin


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


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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.