Last week, the world looked at the Chinese mobile innovations at GMIC 2018 in Beijing. Driven by the question of what future holds for China’s mobile development, industry experts centered their conversations around the interplay of key technologies. Which ones of these stood out? We were there to find out.

Unlocking the synergy in mobile ad tech

We kicked off the 10th anniversary of the conference in style with a keynote presentation from our CEO, Itamar Benedy. He spoke about creating lasting customer relationships by unlocking the synergy in mobile ad tech. For those who have been there, thanks for being part of the conversation. If you missed the talk, here is a recap:

China is the world’s largest app market for time spent in apps. In Q4 2017 alone, app users in China spent over 200 billion hours in apps. That’s more than 4.5x than the next largest market India. This means some of the biggest opportunities lie within China’s market to do mobile advertising the right way. The challenge is, people are bombarded with ads, annoyed by their presence, and blinded by them.

But people don’t hate ads, they hate bad ads.

So how can we make mobile ads more exciting? In order to be successful in China’s sophisticated mobile market, app marketers need to focus on giving users an experience to engage with your brand.

While 2017 was all about standalone products in mobile ad tech, the future is about integrating and combining solutions in different, meaningful ways to create more value for people.

To name a few, utilizing interactive playable ads with retargeting campaigns can bring you active users. Programmatic is the automatic vehicle to make mobile advertising more efficient. For a more transparent process, we need to connect programmatic to the untapped supply sources of the sleeping giant of ad tech, which are the mobile operators and carriers. In utilizing their fresh and clean traffic, we can activate a future of programmatic OEM. Lastly, data adds in as the ultimate storyteller. As we are understanding the data we collect, we can create a more wholesome user profile and journey.

 

All eyes on AI  

Credit: Damir Sagoli/Reuters

As you could guess by this year’s theme of GMIC – AI Genesis, artificial intelligence dominated the conference, prevalent across diverse sectors. The major focus was on how to position AI to drive China’s economy, and intersecting it with other technologies such as Blockchain, IoT, and mobile networks.

These debates ignited following the rapid growth of China’s AI sector. Last year, the industry received $28 billion in investment. The Chinese government has an AI plan laid out with the goal to turn AI into a $150 billion industry by 2030. Li Kaifu, chairman and CEO of Sinovation Ventures, said at GMIC,

“China may overtake the United States in several artificial intelligence segments in the next five years.”

Chinese companies of diverse industries were sharing insight into their own approaches in applying AI. What became clear, tech giants are bracing themselves for becoming the world’s AI leaders. Baidu is betting big on developing smart home speakers, translation software and self-driving cars. The company recently set up a $500 million fund for internet and AI technology startups.

Another example is AI company SenseTime, which received a billion dollar investment by Alibaba and moves ahead with facial and image recognition. To excel at it, the company focuses on combining computer vision and deep learning.  

 

Envisioning the wide use of Blockchain

With China being a critical player in the Blockchain industry, experts and entrepreneurs of the country shared strong visions on the uses of the technology.

The background is that Chinese companies are making enormous investments into Blockchain technology, such as Baidu or Tencent, aiming to become the front-runner in the sector. In fact, China just recently claimed the first rank in the greatest number of patents for the emerging technology worldwide.

In numerous talks at GMIC, Blockchain has been widely recognized as an enabler of decentralization and transparency, empowering companies and individuals alike across various industries. Though, it is still far from being a mature technology, and won’t solve all of the problems in martech as hoped for. Cui Baoqiu, Xiaomi VP of AI and Cloud Platform, Chief Architect, said,

“For data sharing or validating, Blockchain has great value. However, for privacy, it is just one tool. It cannot really solve the problem of privacy.”

What is more, Frank Zheng, Director General of the UN’s World Blockchain Organization, pressed for regulating the industry in China. “If we want to build a digital country, we need to create Blockchain zones. In these zones, Blockchain firms can cooperate together,” he said.

 

Thanks for stopping by at our booth!

We are excited to be a part of the wave China’s players are making in the mobile space. Our booth at GMIC was a platform for inspiring conversations around that. To those who stopped by to talk with our Beijing team, we couldn’t ask for a better company! Revisit the great vibes we had scrolling down to the pictures and checking out even more on Facebook! Those we didn’t get a chance to connect with, get in touch with us also via Wechat, Twitter, LinkedIn or Instagram!


Julia Buchterkirchen

Content Marketing Manager | Glispa

Julia is the Content Marketing Manager at Glispa with an affinity for storytelling and creating purpose. From startup to scale-up, she has worked in ad tech companies in Tel Aviv and Berlin.

Connect on LinkedIn