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Mobile World Congress canning sends shockwaves

The cancellation of Mobile World Congress forces industry to rethink strategies, writes ARTHUR GOLDSTUCK

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The technology industry has just witnessed unthinkable: the cancellation of one of the world’s biggest trade shows, barely 10 days before it was due to kick off.

Just hours after show organisers GSMA insisted the show would go on, the CEO of GSMA, John Hoffman, issued a statement announcing its canning.

“With due regard to the safe and healthy environment in Barcelona and the host country today, the GSMA has cancelled MWC Barcelona 2020 because the global concern regarding the coronavirus outbreak, travel concern and other circumstances, make it impossible for the GSMA to hold the event,” he said. “The GSMA and the Host City Parties will continue to be working in unison and supporting each other for MWC Barcelona 2021 and future editions. Our sympathies at this time are with those affected in China, and all around the world.”

The cancellation comes as numerous heavyweight exhibitors pulled out due to fears of COVID-19, the coronavirus. These included Ericsson, Intel, Amazon, Nvidia, Sony, ZTE, Cisco, Amdocs, and Facebook. Others, like TCL, Xiaomi, Huawei, and Samsung all announced they had scaled down their activities.

GSMA initially insisted that, with 2,800 exhibitors, it had enough safeguards in place to ensure the event would go on. However, it appears to have pre-empted a bandwagon of further withdrawals.

The cancellation will force numerous major industry players to rethink their launch strategies. Few seemed to have contingency plans in place, with Ericsson and Sony notable exceptions.

Ericsson, the first major exhibitor to withdraw, included in its announcement last Friday, 7 February, that it would showcase the company’s portfolio and innovations in local events.

“Ericsson will take the demos and content created for MWC Barcelona to customers in their home markets with local events called ‘Ericsson Unboxed’,” it announced.

Sony said its press conference would still take place at the scheduled time of 8:30am Central European Time on February 24, but “as a video via our official Xperia YouTube channel”.

Other exhibitors may well turn to similar strategies, but smaller businesses that had hoped MWC would put them on the map will have to pursue traditional marketing strategies. Those that had hoped to showcase breakthrough technologies or demonstrate the possibilities of 5G, for example, will have to look to alternative events.

ShowStoppers, a major preview event and media attraction at MWC every year, had announced on Tuesday it would still go ahead, but had no option in announcing its cancellation a day later. However, it runs the event at most major tech expos, and will have the opportunity to pull exhibitors into other regional shows.

“We will continue to collaborate with GSMA,” said ShowStoppers partner Steve Leon. “We look forward to connecting journalists with our partner companies as they launch new products and technologies at ShowStoppers events planned for MWC Los Angeles 2020, IFA 2020 in Berlin, CES 2021 in Las Vegas, and, of course, MWC Barcelona 2021.”

IFA, held in Berlin every year at the end of August, is the world’s biggest tech expo by attendees, although not by floorspace. However, it is likely to be given a massive boost this year as it attracts many of the launches that would have been confined to MWC. The Los Angeles MWC event, due in October, is tiny by comparison, drawing just over 20,000 attendees, and is unlikely to take up the slack. 

Visit the next page to read about the knock-on impact of the cancellation and to see who is the big winner of MWC being cancelled.

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Alexa can now read all messages

For the first time, an Alexa skill is available that makes it possible to listen to any kind of message while driving

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For the first time, Alexa users can now hear all their messages and email read aloud.

Amazon’s Alexa has become a household name. The world’s most popular virtual assistant is getting smarter every day and now, with Amazon Echo Auto, it’s in cars too. 

“In today’s highly connected world, messaging in the form of emails, texts, Facebook Messenger, WhatsApp and work channels like Slack, are integral to our daily routine,” says Barrie Arnold, chief revenue officer at ping. “However, distracted driving is responsible for more than 25% of car crashes and thousands of preventable fatalities every year.” 

ping, a specialist in voice technology founded by Arnold and South African Garin Toren, has developed a new Alexa skill as a companion to its patented smartphone app, that enables any message type to be read aloud. Designed for safety, productivity and convenience, “pingloud” is the first skill of its kind for keeping users connected when they need a hand or an extra pair of eyes.

“The ping Alexa skill is specifically designed to help drivers stay off their phones while giving them exactly what they want – access to their messages.” says Toren, ping CEO. 

Opening up Alexa to developers has resulted in an explosion of new skills available either for free or for a fee that unlocks premium services or features. These tools magnify the usefulness of Alexa devices beyond common tasks like asking for the weather, playing music or requesting help on a homework assignment. According to App Annie, the most downloaded apps in 2019 were Facebook Messenger, Facebook’s main app and WhatsApp, highlighting the importance of messaging. 

“The ping Android app is available worldwide from the Google Pay Store, reading all messages out loud in 30 languages,” says Toren. “The iOS version is in global beta testing with the US launch coming very soon.” 

Once you’ve signed up for ping, it takes a few seconds to link with Alexa, enabling all messages and emails to be read aloud by a smart speaker or Echo Auto device. Simply say, “Hey Alexa, open pingloud.” ping links an account to a voice profile so unauthorised users with access to the same Alexa cannot ask for the authorised user’s messages.

All major message types are supported, including Texts/SMS, WhatsApp, Facebook Messenger, WeChat, Snapchat, Slack, Telegram, Twitter DM’s, Instagram, and all email types. Promotional and social emails are not read by default.

*For more information, visit www.pingloud.com

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Coronavirus to hit 5G

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Global 5G smartphone shipments are expected to reach 199 million units in 2020, after disruption caused by the coronavirus scare put a cap on sales forecasts, according to the latest research from Strategy Analytics.

Ken Hyers, Director at Strategy Analytics, said, “Global 5G smartphone shipments will grow more than tenfold from 19 million units in 2019 to 199 million in 2020. The 5G segment will be the fastest-growing part of the worldwide smartphone industry this year. Consumers want faster 5G smartphones to surf richer content, such as video or games. We forecast 5G penetration to rise from 1 percent of all smartphones shipped globally in 2019 to 15 percent of total in 2020.”

Ville-Petteri Ukonaho, Associate Director at Strategy Analytics, added, “China, United States, South Korea, Japan and Germany are by far the largest 5G smartphone markets this year. The big-five countries together will make up 9 in 10 of all 5G smartphones sold worldwide in 2020. However, other important regions, like India and Indonesia, are lagging way behind and will not be offering mass-market 5G for at least another year or two.”

Neil Mawston, Executive Director at Strategy Analytics, added, “The global 5G smartphone industry is growing quickly, but the ongoing coronavirus scare and subsequent economic slowdown will put a cap on overall 5G demand this year. The COVID-19 outbreak is currently restricting smartphone production in Asia, disrupting supply chains, and deterring consumers from visiting retail stores to buy new 5G devices in some parts of China. The first half of 2020 will be much weaker than expected for the 5G industry, but we expect a strong bounce-back in the second half of the year if the coronavirus spread is brought under control.”

Exhibit 1: Global 5G Smartphone Shipments Forecast in 2020 1

Global Smartphone Shipments (Millions of Units)20192020
5G19199
Rest of Market13941165
Total14131364
 
Global Smartphone Shipments (% of Total)20192020
5G1%15%
Rest of Market99%85%
Total100%100%

Source: Strategy Analytics

The full report, Global Handset Sales for 88 Countries & 19 Technologies, is published by the Strategy Analytics Emerging Device Technologies (EDT) service, details of which can be found here: https://tinyurl.com/wep83gc.

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