Monty Metzger is an Entrepreneur, Blogger and Trend-Scout.
He is initiator and head of the MOCOM2020 project.
He studied Business Administration in Germany and Switzerland and specialiced early on electronic Marketing.
Since Monty founded his first company in 1998 he realised inspiring projects like BMW’s Web TV in 2001 or BMW’s first Mobile Marketing activities in 2002. He attended the “Innovation Academy” at the Harvard Business School and is blogging at monty.de
He found the german office of the global Trend Research and Trend Consultancy “CScout” and expanded the company in China. Since 2008 he is focusing on the growth of “Ahead of Time“, an innovation agency focusing on Emerging Media, such as Social Media and Mobile Media.
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Robert Pereira de Azambuja, Industrial Engineer & Key Account Manager at Giesecke & Devrient, talks about the latest technology developments for Near Field Communication (NFC)
Giesecke & Devrient has developed NFC-enabled SIM cards to realize secure mobile payment. “Imagine going out for the night and only taking your mobile phone with you” said Robert Pereira de Azambuja, Industrial Engineer & Key Account Manager at Giesecke & Devrient.
Robert shows me how to use a mobile coupon and pay a restaurant bill with your mobile phone. The technology is already working, what is missing is the ecosystem for mobile payment.
In theory, any card that you carry in your wallet could be on your mobile in the future. The main challenge is to bring mobile operators, handset manufacturers and key players from the transport and finance sectors together to form the foundations for commercial NFC on mobile services.
A key question for MOCOM 2020 is:
Will Mobile Payment be widely distributed in Europe and USA in 2020?
Video-Interview at Mobile World Congress 2009 (MWC09) in Barcelona:
We have defined “MOCOM 2020” as a non-profit think tank for the future of mobile media. But during the Mobile World Congress we have heard a few interesting explanations of the project. Some called it a “virtual global mobile monday”, “the information hub for mobile media” or a “crowdsourcing platform of the future of mobile communication”. I think all definitions are correct and add new and challenging aspects to our collaborative project. The interaction with the attendees at the TweetUp, visitors to the MWC and you really makes MOCOM 2020 to a very special project.
Rolf Hansen, CEO of Simyo, talked about why consumer centricity is a key success-factor nowadays. Min Xuan Lee presented “How Twitter changed my life” (Read the full presentation here). And Monty C. M. Metzger presented the MOCOM 2020 project and how everybody can collaborate and join the movement.
Furthermore Harald Neidhardt, Co-Founder & CMO of Smaato, moderated the Smaato Mobile Advertising Award 2009.
The leaders in mobile gathered this week at the Mobile World Congress (MWC) in Barcelona, Spain. The technology available on mobile phones has rapidly evolved over the past years and many fascinating new devices, services and software has been shown at the international congress.
Looking on Trends and Innovations on the long-term, Near Field Communication (NFC) is one of the major driver for the next years and is a main topic of MOCOM 2020. The Technology is already available in the market. While NOKIA has launched its first NFC enabled phone, the NOKIA 6212, NTT Docomo has already over 50 million mobile phones in the japanese market.
Mobile phones with a NFC chip technology can be seen as a mobile payment device. But the 3G handsets are enabling users to wirelessly exchange all kind of information. The options to purchase goods and services, which previously were available on the internet, are now being made accessible on mobile phones. This has opened a window of opportunities for both businesses and consumers.
Mobile banking, mobile money transfer, mobile trading, mobile commerce, advertising and marketing, location based advertising and mapping services, and information and local news services are some of the areas to lead significant growth in the mobile payments market.
The following Video Interview is filmed at the NTT Docomo booth at the Mobile World Congress (MWC) 2009 in Barcelona. We had the chance to talk with an NFC Expert from Japan about the 5o+ million mobile phones with NFC functionality in the market.
Near Field Communication or NFC, is a short-range high frequency wireless communication technology which enables the exchange of data between devices over about a 10 centimetre distance. The technology is a simple extension of the ISO 14443 proximity-card standard (contactless card, RFID) that combines the interface of a smartcard and a reader into a single device. An NFC device can communicate with both existing ISO 14443 smartcards and readers, as well as with other NFC devices, and is thereby compatible with existing contactless infrastructure already in use for public transportation and payment. NFC is primarily aimed at usage in mobile phones. (Via Wikipedia)
In this decade the mega-trend “Cloud Computing” will lead to a new era of the internet. Consumers will save their information, documents and content (fotos, videos, etc.) online, share it with others or publish it on the web. There are already many examples today to understand this major change of usability and consumer behaviour.
Besides mobile phones there is a huge potential for cheap and simple “terminals” to enter the “Cloud” online. Last year the first products in this niche-market had been launched: the Netbooks. Netbooks are often sold including a SIM-card and a data-plan for high-speed mobile connections.
In combination with a smart “Cloud Computing Operation System” like David Liu’s gOS or Tariq Krim’s Jolicloud, low-tech Netbooks can become a very powerful device and shape the future of mobile media. “Cloud Computing Operation System” might be a “disruptive innovation”.
Wikipedia: A disruptive technology or disruptive innovation is a technological innovation that improves a product or service in ways that the market does not expect, typically by being lower priced or designed for a different set of consumers.
Travis Katz, Managing Director International at MySpace, answers the question if mobile is most important for a digital company like MySpace.
The answer is “Yes”. Mobile is one of the fastest growing and most important parts of their business. They have over 5 million unqiue visitors per day on the MySpace mobile platform, which is roughly 10% of the overall traffic at MySpace. The traffic to their mobile website is growing rapidly and they claim to be the number one visited mobile website for social networking.
For MySpace mobile is not an add-on, it is a center-piece for their future strategy. That’s why they invest in new technology and started mobile video streaming to become leader for mobile video in the future. They are also very successful with their iPhone App and Blackberry App, as it is one of the most downloaded applications.
At the end of 2008 we met in Duesseldorf, Germany, for the first workshop for the MOCOM 2020 project to define key-goals, evaluate our strategy and discuss key questions.
Attendees have been Rolf Hansen, Christian Magel, Thomas Neugebauer, Ira Reckenthäler, Fabian Viertel from Simyo, Anke Kisters from Trimedia, Mark Pohlmann from Mavens Dialog and me, Monty Metzger from Ahead of Time.
During the full-day workshop we looked at futurist projects, e.g. EPIC 2015 or NTT Docomo’s Vision of the year 2010. The result was, that we want to be more realistic than the EPIC-video, and we do not want to focus on technology as much as NTT Docomo, we want to focus on the consumer.
What is MOCOM2020?
Since we first discussed the idea of an innovative project to visualize the key trends of the mobile future at the beginning of 2008 our basic goals became much clearer today. We do not want to create a vision of the year 2020 alone, we want to integrate a lot of experts, companies and everybody who is interested in this topic, we want to create a future vision together.
During the brainstorming session we defined a clear vision and positioning of the project: MOCOM2020 will be the leading open think tank for mobile media worldwide.
What are the goals and results of MOCOM2020?
MOCOM2020 wants to achieve four main goals:
– Content: to define key thesis, trends and major milestones for the mobile future.
– Conversation: to start a discussion and conversation about the key questions, online and offline.
– Leadership: to become the leading think tank for mobile media and communication.
– Reach: to reach a wide audience.
Furthermore we want to visualize the results in a powerful way and produce a video as a key result of the project. Besides the video we will publish a whitepaper and a roadmap to illustrate key milestones.
What are the key topics of MOCOM2020?
The first workshop was not mainly focussed on topics, but we wanted to find main focus areas and research fields. We came with with three main research clusters for MOCOM2020:
Technology, Society and Economy.
Basically we first want to define powerful questions to rethink the status quo and to open up for completely new thoughts and ideas. During this workshop session we came up with several questions, here are some examples.
– What will happen when all people on the planet have a mobile phone? And when will this happen?
– Will mobile media close the global information gap?
– Will mobile media be able to provide relevant information for daily life, education or business to everybody?
– Google is dominating the internet, who will the dominator for the mobile web?
– Will mobile adverstising be bigger than online adversting? And when will this happen?
– Will people spend more media-time on their mobile than on any other media (Print, Radio, TV, Web etc.)?
– How will location-based services change our daily life?
Your Contribution: If you want to add more questions, ideas or any feedback, feel free to send an E-Mail to our team.
And finally you can get an impression about the workshop from these animated pictures:
During a Conversation with Charlie Schick, Chief-Editor NOKIA Conversation, he explains what will be different when we reach 4 billion mobile subscribers and that we might reach this milestone in 2010 already.
Furthermore I asked him: “Google is dominating the web right now, who will be dominating the mobile web in the future?” He thinks that the variety of mobile software and new forms of mobile devices, like netbooks, will be a major driver for the mobile web. Each company doing business in mobile media will need to find a way to co-exist and develop the mobile future together.
Marco Koeder is the Executive Director of CyberMedia K.K., one of Japans leading mobile and web communication agencies.
Part of his daily business is to develop and manage digital strategies for global brands in the Japanese market and beyond. Especially in the interactive and mobile field he spearheaded the global digital strategies of brands like Lufthansa, Renault, Volvo, Nikon and others. Being a digital expert and advisor who knows how to “walk the talk”, Marco published a wide range of reports and articles about Japans mobile and online industry and is frequently holding speeches and seminars on the future of mobile and digital communication for Japanese and international executives.
He just finished writing a book about ”The Six Immutable Laws of Mobile: A Manual for the Future Success of the Global Mobile Industry”, to be published by Wiley in mid 2009. Marco is also an independent advisor to several global companies in the telecommunication and digital content business.
MOCOM2020 is the leading open think tank for mobile media. Our goal is to discuss key trends for the next years and to create a vision of the year 2020.
We want to examine how advances in technologies were changing the way connected consumers engaged mobile and the impact of those behaviors on the economy. We have set up an open innovation research process with specific research clusters and innovation fields.
We focus on three main research areas:
Society: You and other connected consumers.
Technology: Advanced technology developments, like mobile applications, handsets, tools, instruments or specific functions.
Economy: Impact of mobile life to the economy, changes of business models, new trends and important dynamics for the upcoming decade.