The most important mobile trends for marketers

Sarah Shearman

As mobile phones and tablets play an ever-greater role in the lives of consumers in both mature and emerging markets, the Mobile World Congress has rapidly emerged as a bellwether event for members of the marketing industry.

Following on from Mobile World Congress 2013 in Barcelona, four leading executives from various parts of the communications industry shared their views about the highlights and most important thinking that emerged from the event with Warc.

Mark Brennan, head of mobile, Carat

With the absence of any major high-profile launches - Apple was once again absent and Samsung held its own S4 event in March, away from the spotlight - the big trend at MWC this year was the evolution of "the internet of things", with mobile becoming the primary piece of tech bridging an ever-more connected society.