Category Archives: Conferences & Events

The key to MWC16 day four is a large cup of coffee (or two) and an extra pair of legs to walk endless exhibition halls. On the last day, we decided to visit the Gamelab Mobile event and take a look at the most curious projects. Once again we saw that mobile is everything. Mobile drives forward services, wearables, communication and fun.

A game you can … wear

This year Gamelab Mobile explores the innovation in gaming that changes the way we interact with games.

MadRat Games presented a Super Suit, which is a wearable gaming device for kids that consists of gloves and a vest. It works as laser tag now, but provides an open platform for any game development. This wearable should help with the problem of kids spending 8-12 hours in front of the TV, an iPhone, and/or tablet screens.

RoBoHoN from Sharp is a kind of smartphone robot that you can carry around and use as a virtual assistant. It will have an open platform by the time of release in Japan in a couple of months. Would anyone want to make calls using a tiny robot and carry this robot in your pocket? We’ll see.

A brave new world of smart devices

AT&T is now providing connectivity for Audi cars. We checked out the Audi r8 2017 and it felt (and looked) pretty good.

Nokia’s smart projector, beta-version, reminds us of the Minority Report movie:

Etisalat’s virtual mall allows users to interact with chosen stores and make purchases anywhere. For example, while you are waiting for the bus or navigating the subway. The idea is to make the online shopping experience easier and faster instead of scrolling through items on a website. You literally put products into a 3D shopping bag

After the success of PetCube, it became clear that animals could be a great inspiration for smart devices. LG presented a Rolling Bot that works as a sitter for your pet while you are not home. It works through the smartphone’s Bluetooth. You can keep an eye on the house with the camera and use the laser pointer to play with a pet. Isn’t that cute?

While watching various presentations and testing multiple devices was fun, it encourages us to form thoughts on the future of IoT and wearables and the role of mobile marketing in it. We are excited to be a part of this cutting-edge technology ecosystem and support innovative software that drives us forward into the connected future.

The MWC event is incredibly enormous and so is the potential of ideas and projects that people share at this event. You can see the wireless projector from SK that projects HD video on any surface, has a 2 hour battery life, and fits in your palm of your hand. You experience a Virtual Reality rollercoaster with Samsung’s ‘VR Feature with 4D’.

We were excited to visit the Wearable Technologies conference and confirm our expectations of how the smart and connected world of things is evolving. Below is what Comboapp liked most:

1) Smart watch revolution

Smartwatches are all over news titles and blog reviews and there is a good reason for it. This device becomes a main connector between the human body and monitors. It can track almost anything from sleep quality, like the app we worked with – MobileSleepDoc, to emotions.

MainTool says that smartwatches are supposed to be the next big thing. Geeksme claims that even love can be measured. Apart from fitness and sleep tracking, their watch is designed to track intensity, speed, quality of sexual activity, and help evaluate the way a person felt during sex. 

2) Fitness moves wearables forward

Sport and healthcare industries were always early adopters of new technologies. Now they inspire companies to create futuristic wearables.

Kinematix designed smart insoles that track a person’s movement. This is very valuable information for runners as this insoles show the behavior of both feet on the ground. With the information received, you can build a personalized running plan and avoid injuries from bad running technique. 

First V1sion presented Smart Jersey, an actual jersey that tracks sport activity. It weighs 300 grams and has a battery life of up to 2 hours with a full HD camera. Yes, a jersey with a camera! There are also different versions for each sport type, as fabric should vary depending on type of activity.

Talking about fabrics, one more curious device from ComfTech was the smart garment with sensors that are integrated into the fabric. As a result, you get an imperceptible and easy to care wearable that also serves as clothing.

3) Smart headphones for adults and unborn babies

IBM has displayed headphones with 4GB memory, a heart rate monitor, mic, and oxygen saturation sensor. These are basically microcomputers that lead us to the era of cognitive Internet of Things. 

We couldn’t ignore the presentation of the already famous Babypod. This is a device that helps broadcast music to an unborn baby. With positive reviews from BBC, Guardian and other major media sources, we expect it to be very popular.

4) One more time about connected everything

We talked about connectivity as a trend in a previous post, but when it comes to world-changing technologies, it’s never enough.

Atooma presented a cloud that lets you manage all of your devices, IoTs and apps. It claims that big companies, like Samsung, will create a global ecosystem where things will interact with different devices, connected cars and homes through apps.

According to PWC, the connected living market is estimated to be worth 1 trillion by 2020, connected cars will triple over the next 5 years and new digital players will enter traditional markets.

App marketing agency Comboapp shares hottest trends and news from Mobile World Congress 2016 in Barcelona. VP of ComboApp Group Julia Guzunova and Director of Strategy Consulting Dmitry Bondarenko

The event gets bigger and bigger every year, both in terms of number of attendees and the importance of ideas presented. Mobile conquers all aspects of our life and things are changing at light speed. Sometimes it can feel overwhelming to gather and analyze the enormous amounts of data that are generated on a daily basis through mobile. This year’s MWC is not about the future – it is about now – for every team member from senior leadership to development to marketing.

Everything at MWC is on the cutting edge, including technology and marketing strategies, and all these innovations are focused on helping companies plan for their actions in the market, right now.

We won’t talk about how Mark Zuckerberg Helped Showcase Samsung’s Gear VR  and other top news stories; we’d rather share some of the trends we see as most impactful from Mobile Media Summit Outtakes:

1. Mobile marketing is all about data

Programmatic marketing is definitely the future of marketing, even creatives are becoming programmatic. You need to send right message to the right person at the right time. The next wave of marketing is highly personalized: it’s 1 on 1, in both content and delivery.

2. Mobile first

This one is not new, although many brands and companies ignore this new paradigm. Facebook generates 80% of revenue from mobile. 60% of sales of UK Shop Direct Group come from mobile. Most brands are starting to realize that mobile should be a priority, if they want to reach users at the right place and time.

Jill Cress from Mastercard says that mobile is at the heart of engaging the consumer. Ross Sleight from SOMO claims that mobile doesn’t replace other media – it works with conjunction with it and augments it.

3. Connectivity of everything

The era of connectivity is here. Toothbrushes connected to your smartphone? OralB presented an interesting case of connected healthcare devices: a new toothbrush that tracks your activity on a smartphone. And if you think this ends in healthcare or toothbrushes, you’d be mistaken – everything will soon be connected in your home, office and everything in between.

4. Voice for multi-screen interaction

There were a lot of comments on the Amazon Echo device – a smart speaker that allows you to control your entire home. Many believe it revolutionizes the way we interact with devices – your voice will eventually drive most of the multi-screen interactions.

5. VR and AR

Virtual Reality and Augmented Reality can help brands create very personal and powerful storytelling, but they are still untapped. Brands can add utilitarian value to a user experience. A good example is 360-degree advertising by Corona, Nescafe and Samsung.

6. Beauty industry facts

An amazing presentation from CMO L’Oreal Spain stresses that “Ecommerce is everywhere commerce”. Did you know that Youtube is the most influential source when people are considering purchasing beauty products? Some other facts on beauty industry:

  • 5 billions searches a year
  • 45 billion videos
  • 160 million beauty addicts on Facebook
  • 80% find out about new products online
  • The world’s Top 5 beauty Vloggers rack up 3.4 billion views on Youtube

Follow Comboapp on Twitter for live updates from MWC16

Our new client was going to attend Comic-Con last week and they had very little experience with media and networking, so we put together a quick tip list of how to discuss their brand and engage with their potential audience.

Let me know what you’d add and take away in the comments!

Quick tips:

  1. Perfect your brand elevator pitch. If someone asks you what you do, be able to describe your business in 30 seconds or less.
  2. Practice talking in sound bites with journalists. Talk in quotes. Every sentence should add value.
  3. Stats always add value. If someone asks why you decided to create your company (an app in this case), you can respond, “40 percent of the top performing apps on the App Store are strategy games and these are the games we enjoy the most. We wanted to combine our passion for these games with a sustainable business model.” (This is not a real stat, but you get the idea).
  4. People like to talk about themselves. It has been proven in job interviews that if the job candidate gets the person giving the interview to talk about themselves, the interviewee thinks highly of the candidate. This is the same with journalists and investors. If you find out their motivations and more about them, they will think highly of you.
  5. Never say anything negative about another individual or company. This can affect your own reputation.
  6. Don’t lie. Transparency is king. If you’re asked something you don’t know the answer to, say so. It comes across as humbling instead of like someone they can’t trust.
  7. Dress the part. Do not wear a full suit, but show you are there for business. This will show people that you take yourself seriously and that this is partially a business trip with real long-term goals. Act the part as well. There will be parties, but don’t let anyone remember you for something you wouldn’t share with your mother.
  8. Get off the tradeshow floor. Most people are there to work and many people have negative connotations with working, but they will be out afterwards. Look into evening events with media people there. Look into evening events that interest you, but could lead to meeting a potential lead.
  9. Capitalize on your strengths with talking to people. Maybe one of you are better at approaching people and the other is better at talking about the business. Be aware of your strengths and weaknesses and take advantage of them.
  10. Have takeaways. Collect business cards. Take peoples collateral. Be able to prove the value of attending the event when you leave.

Key takeaways:

  • Remember, there is no real pressure. You are amongst your peers. Be conversational. Enjoy yourself.
  • You are not there to sell, you’re there to raise awareness of your brand and hopefully meet a few kind journalists. Keep it light and win them over with your personality, don’t be that guy that seems like a used car salesman.


Joseph W. Doran,
PR Manager

WWDC 2015 keynoteWWDC is the world’s largest gathering of Apple developers, alpha geeks and experts of excellence. This year the WWDC was filled with announcements about incremental upgrades and innovations to Mac OS X and iOS.

As for us, mobile is playing a central role in this and we would like to focus your attention on all improvements that should make iOS developers and Apple users very happy. At the same time, constant changes have the potential to affect mobile marketers across the world. What are the biggest announcements this year on WWDC? Below is the keynote.

iOS 9 becomes more user friendly?

According to, Apple’s next major iOS update is coming in the fall of 2015. The beta version is to be launched in July and there are plenty of iOS features for iPad and iPhone users to look forward to.

While iOS 9 is not filled with innovative and flashy new features, it provides the polished ones represented in the previous version, which is welcomed from both the user and marketer perspective. With the new update Apple’s team is striving to bring excellence into mobile ecosystem and make iOS 9 useful for both developers and for users. iOS 9 addresses very important user related issues such as improvement of battery life and user data protection.

Swift 2 becomes open

Swift was introduced at WWDC in 2014. Swift is a multi-paradigm, compiled programming language created by Apple for iOS development. During this year Swift raised several discussions on its pros and cons for developers. Monday’s biggest news for developers is that Apple’s 1 year old programming language is now ripe for developers to create plug-ins, middleware, widgets and more.

What does this really mean? Cross platform. With some clever middleware to be defined, developers could theoretically write code once and extend projects to multiple mobile platforms including Android. Now that it’s open source, Swift 2 may quickly become a viable means to extend our iOS apps to Android and Windows.

What is Apple’s interest in making it open source? The more developers using Swift as the base programming language for mobile, the more apps, by default, will begin on the iOS platform.

Improved Siri and Spotlight

Though Apple has had a long established lead in revenue generation over its major rivals, always putting its innovative products ahead to anticipate customer expectations, there are a few who will disagree that Google is an indisputable winner in the race when it comes to search. Google is always searching to satisfy its users by providing them the access to its knowledge base.

While neither platform is perfect for filtering through content, Google’s greater reach beyond the Play Store into the wider world of search has given it extensive expertise in helping users reach the right content.

This year WWDC suggests that Apple is seriously coming into play. The introduction of deep linking into Spotlight should help users find the right content within the right apps. The introduction of Siri Proactive should help guide users at relative moments. The introduction of transit directions in Maps suggests Apple understands that users need deeper search options.

With Google Now, app install ads in Google itself and a Google Play equivalent of adwords, Apple still needs to convince marketers on the leadership in this search fight.

iPad multitasking app usage

Multitasking in iOS 9 will make using new models of the iPad much more productive. There’s a slide over mode that allows you to quickly switch between two apps. A split screen function enables you to show two apps side by side. A picture-in-picture option makes it possible to display and resize a video screen over another app that’s running. This means that users who may have previously left an app to open another one can, on the iPad at least, keep both open. It’s way too soon to conclude how mobile marketers can benefit from this feature, but it could provide additional data in which apps are used in parallel and create considerations for partnerships between app owners or advertisers. Additionally, iPad focused developers can use the multitasking as the key to extending the functionality of their apps having user data under hand.

Apple Music

Finally, Apple unveiled their music streaming service for the first time called Apple Music. As expected it could have a significant effect on the music streaming landscape. For $9.99 a month (or $14.99 per month for a multi user plan), users will get access to unlimited music, with the possibility to create curated playlists, communicate with their favorite artists and listen to a new radio station called “Beats1”.

The reason why Apple Music is likely to have such an impact is the size and power of Apple. Although Spotify has 15 million paid subscribers and Pandora has around 4.5 million paid subscribers, Apple’s outdated iTunes has 800 million. If they can convert even 5% of that base to paid Apple Music subscribers, they’ll be able to dominate the market.

Though Apple’s approach to playlist curation and artist relations will please music industry players, the company’s prudent policy towards advertisers means that most marketers will be unlikely to leverage the potential growth of the music service.

Wrap up

With the iOS 9, Apple is clearly aiming to consolidate the mobile app marketing ecosystem and build a loyal community of developers and marketers around it. Of course, they’re striving to be cross-platform, open sourced, making their own apps to take a part from already established industry players. Would this cause market monopolization? Probably not – at least not right now. Will the iOS 9 create new challenges for developers and make leading marketers use all of their creativity and resources in solving their daily tasks? Of course it will. Would the updated iOS version make users more loyal to Apple devices and apps? Yes, there is potential.



Oles Dzyub,
Branded Content Manager at ComboApp

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