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MWC 2012 – Software March 13, 2012

Posted by reto wettach in exhibitions, mobile, new technologies.
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Second part of my MWC-Report:


(own image)

The App-Planet was not at all what its name promised – in fact, there were hardly any apps being shown at this year’s MWC. Talking to my colleague Johannes Landstorfer we assume that this is related to the fact that today more and more app vendor do not have to sell through the large telcos, but through the app stores directly to the customer.

As Apple did not participate, the MWC felt like a big Android party – (sorry guys at Nokia…)


(own video)

Actually, the only booth, which showed Apps, was Android.However, for somebody in the field, it was not really exciting. The presentation also lacked any form of excitement: no new releases etc:


(own image; I am not sure, why Google presented this material exploration wall, as nothing is less haptic than the smartphone world…)

A large part of the software offerings were related to easy-creation and easy-portation of apps:

iTude is one of these companies. They have a good description of why they do what they do: Mobile apps are coming of age. Simple brand presence apps no longer captivate consumers. Consumers expect mobile apps to have the same functions as online services. At the same time, companies are struggling to catch up with developments in mobile apps. Lulled by a decade of stable internet technology, they now find it hard to adapt to the fast changing mobile world. iTUDE has developed mobile apps and mobile websites since 2006 and has a proven track record of professional, successful apps and websites. (source)

AppSpotr was one of these service providers: their claim at MWC was: “Build your native app in 5 minutes”.
Their apps run on iPhone and Android and can be update “anytime, anywhere for everyday changes.”


(own image)

Additionally to the easy-development of simple apps, specialized easy-to-use app kits were presented:

AR was very prominent amongst these specialized kits. The best I saw was Metaio, a software, which could recognize and augment (in real time) 3.d-situations. The demo was a model city, where augmented fires started a various buildings. This technology could be very interesting for a lot of use cases, unfortunately most AR-applications presented at MWC were around augmenting ads, packages or magazines…


(image source)

Ads seems to be the driving force in a lot of offerings at the MWC:

Smaato is offering the integration of ad in your apps.

Mobile Marketing was also a huge topic, even though I never really understood, what it is. I guess these companies make it very easy to send out your message via all available mobile chanels, be it SMS, Bluetooth, App or Websites. CyTech is such a company.

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