Taking 2.0 seriously

I have just had the pleasure of spending a few days with the Ogilvy team at the MobileWorldCongress in Barcelona.

Overall you get the impression that 2.0 thinking [the move from isolation, separation and solitude to engagement, relationship and conversation] is being taken seriously by all the players in the extended value chain – motivations being fear and greed. There is a definite awaking that customer ownership and indeed Brand Value is not about billing or handsets.

Innovation, being a good yard stick, would defiantly indicate that there is plenty of opportunity to capture both new value and leak it away from existing players, with an expectation that a ‘new entrant’ will emerge to capture a significant proportion of the value whilst the major global web and mobile players are diverted; fighting each other.

However my sense was that technology, which has been the heart of MWC in previous incarnations was not the driver this year. Indeed I would go as far as suggesting that ‘mashup’ was the focus as each of the key platforms [mobile, web, TV, print and radio], seek to own more the customers purse and mind share.

The question or debate remains however, Is it Open Source or something else?