Mobile World Congress and the rise of context-aware services: how to deliver immediate value to consumers and businesses?

“Nearly two-fifths of all mobile phone users—close to one-quarter of the worldwide population—will use a smartphone at least monthly in 2014”

This massive adoption of new devices opens a wide range of new opportunities for businesses. A key trend spotted at #MWC identifies what we call context aware services. As defined by Wikipedia:

“Context awareness is a property of mobile devices that is defined complementary to location awareness. Whereas location may determine how certain processes in a device operate, context may be applied more flexibly with mobile users, especially with users of smart phones.”


But this context awareness goes far beyond geolocalization assets as we know them with services like Foursquare. A lot of activity and usages can now be tracked through smartphones, for example Samsung, who is testing the ground with a brand new service called “Context”. The idea is to provide developers with a huge amount of context-related data to imagine new sorts of call-to-actions: the words typed into the phone, actions on apps opened by a user, sensor tracking etc.

As Hans Vestberg (CEO of Ericsson) summarized: “More communication, more context”.


He focused on the tremendous need for superior network performance for telecoms as users are massively requesting these new capabilities. As the whole economy is digitalized, the good old principle “no parking no business” expressed by Bernardo Trujillo could now become “no proper network, no business”.

As a good case study, Cisco imagined a Context-Aware Healthcare Solution for hospitals that need to provide more and more fine-tuned care to their patients:


The network challenges are pretty intense; for Stéphane Cohen “ a good network is just the basis for a good visibility on the Internet “ and “ with a poor network, it is not only a bad experience that is provided to users, but mainly business that is lost “. ‘Network is one of the Core elements of an internet architecture that have to be monitored and optimized constantly for it can not be seen by user end”.