Barcelona prepares for Mobile World Congress 2018, Loaded with New Features and Topics
This year for the first time ever, Formula 1 be exhibiting their technology; applied AI will be a new feature among the show’s themes; and the GSMA will be piloting a new facial recognition system for access to the show.
In less than three weeks the biggest technology conference in the world, the Mobile World Congress, will open in Barcelona, welcoming 108,000 delegates, 2,300+ exhibitors, and 170 government delegations.
John Hoffman, CEO and Director of GSMA, which organizes the event, held a press conference last week in the Fira Gran Via, where he expressed the organization’s commitment to Barcelona and Catalonia, announcing this year’s MWC will be the best ever.
MWC 2018 will feature themes, including the Fourth Industrial Revolution, Innovation, Future Services Provider, The Digital Consumer, and Tech in Society.
Exhibitors this year include brands such as Alibaba, AT&T, BMW, China Mobile, Cisco, Deutsche Telekom, Ericsson, Facebook, Google, HTC, Huawei, Intel, Lenovo, LG, Mercedes-Benz, Microsoft, NTT DOCOMO, Nokia, Oracle, Orange, Qualcomm, SAP, SEAT, SK Telecom, Telefónica, Toyota, Vivo, Vodafone, Xiaomi and ZTE, among others.
Conference speakers and keynotes include top executives of mobile carriers and ecosystem players such as Telefonica, NTT Docomo, Telia, China Mobile, Ericsson, GE, HTC, Softbank, and Airobotics. The conference will also have government representatives from the European Commission, the World Bank, the UN Foundation, and Puerto Rico.
The GSMA has also confirmed the attendance of Ajit Pai, the FCC chairman, who will no doubt be asked about regulatory moves in the US such as Net Neutrality and the upcoming 5G networks.
New facilities and face recognition trial
At the main entrance to the show, the new South Village will feature several chalets for hospitality. Those new temporary buildings will be used by some of the biggest exhibitors for meetings and parties, where they can also enjoy the outdoors.
As part of the South Village, the GSMA is building a new entrance facility for attendees, which will streamline access with more gates and, starting this year, facial recognition.
To speed up admission, the organization, in cooperation with PwC and Mexia Interactive, will be piloting a facial recognition system, in addition to the existing NFC and Bluetooth technology featured in the mobile badge. The system will be offered to a limited number of attendees on an opt-in basis. The GSMA hopes to expand the system to other shows and future editions.
Women4Tech
The GSMA recognizes the gender gap, not only in the mobile industry but also the tech industry as a whole. Hoffman said there are not enough women in technology. “Only one-quarter of the attendees are of the female gender and, as you know, the world is not comprised of one-quarter women. Why should our industry be lacking?” he asked.
Women for Tech is one program to address that. One piece of good news is that the number of women attendees has increased from eighteen percent in 2015, when the GSMA started tracking it, to twenty-five percent in 2017.
In the Women4Tech Summit taking place on March 1st, senior-level executives in the “Empowering” session will offer their perspectives on integrating gender equality into mainstream work environments. Speakers in this session include moderator Gary Heffernan, Accenture; Laxmi Akkaraju, GSMA; Laura Abasolo, Telefónica; Robyn Denholm, Telstra; and Kathy Grillo, Verizon.
GSMA Innovation City
The GSMA Innovation City will again make an appearance at the MWC, offering visitors an opportunity to discover how mobile products and services are helping to create a better future for citizens and businesses around the world.
“From chatbots to 5G, the GSMA Innovation City includes the very latest developments and innovations in this fast-moving industry and frames them in a consumer context via immersive, interactive demonstrations,” said Michael O’Hara, Chief Marketing Officer at GSMA. “One of the most popular destinations at Mobile World Congress, the City is a one-stop shop for the latest developments in our industry and we encourage all attendees to visit this year’s showcase.”
Formula 1 to Exhibit in MWC
For the first time ever, Formula 1 will have its own dedicated area in a technology exhibition. Mobile World Congress attendees will be able to discover current and future initiatives of Formula 1 across all digital platforms, visiting 450 m2 booth.
Public transport
Fortunately for attendees, using public transport should be uneventful this year since no strikes have been announced. The metro line connecting the airport to the fairgrounds will be operating with more trains during the opening hours, and the Barcelona Transport Authority will increase the number of buses.
As usual, to encourage use of public transport, all conference delegates, exhibitors, and the press will receive (on request) a special transport card with unlimited rides — on metro, buses, local trains, and tramway — valid for the duration of the show.
Ecological and Sustainable
Asked about the sustainability efforts for MWC, Hoffman expressed the GSMA’s commitment to sustainability and shared figures on recycling, and how the organization offsets the environmental impact of the show.
Fira Gran Via is one of the most modern venues in Europe, with one of the largest solar power installations at any conference venue, and this helps offset its carbon impact.
All the carpets and paper used in the show are made from recycled materials and are recycled again after the show. Also, eighty-percent of the building materials for the booths are recycled.
The GSMA, in cooperation with Barcelona City Council, runs a donation room after the show, where 19 tons of building materials and 13 tons of furniture are donated to local communities.
Economic Impact
This year’s congress is projected to have an economic impact on Barcelona and adjoining cities of over €470 million ($580 m) and will create 13,000 part-time jobs.
The organization did not want to comment about the current political situation in Catalonia. Michael O’Hara, as final words, said “The GSMA is not a political organization, we are a business organization, and as such and we need to ensure that we have a stable, safe environment in place to deliver an event with over 100,000 attendees. We are working closely with the local authorities to ensure that we have an environment in place for a successful event. We are happy with the successful relationship we have with Barcelona and Catalonia.”
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