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The mobile industry is undergoing continuous redenition. A mobile is a method of spreading the message about a new product, watching television, and connecting to our friends. Mobile technology is embedded in our vehicles, our books, our homes. Mobiles allow the unbanked to send money and can help diagnose illnesses in remote locations. Mobile devices are able to do more than anyone thought was possible, yet weve only begun to tap its potential. Where will mobile take us next? At Mobile World Congress 2012: CEOs of the worlds most influential companies will share their observations and visions of the future while inspiring attendees of our thought-leadership conference More than 1,400 of the industrys leading suppliers of mobile products, services and technologies will become part of the most exciting and anticipated exhibition of the year More than 10,000 application developers will gather for App Planet, the Centre of the Mobile Applications Universe, to be educated, energised, and challenged
The worlds largest consumer brands will join us for mPowered Brands, a new programme designed to accelerate marketers knowledge and utilisation of mobile as a marketing medium Well recognise the industrys greatest achievements, new technologies, innovative devices and ideas through the 17th Annual Global Mobile Awards During the four-day event, 60,000 senior mobile professionals will network and exchange ideas one of which may further change what we think is possible. Join us in Barcelona, where together we are Redening Mobile.
Table of Contents
Conference Agenda at a Glance Keynote Speakers Conference Programme Day 1 Day 2 Day 3 Day 4 Conference Speakers Ministerial Programme Forum Series App Planet Global Mobile Awards Augmented Reality mPowered Brands GSMA Seminars Exhibition Exhibitor & Sponsor Opportunities My MWC 2012 Sponsors 2012 Partners Choose Your Pass Airfare & Accommodation Registration Information City Information 4 5 6 10 14 18 21 22 23 27 30 31 33 36 38 39 40 41 42 44 46 47 48
09:30 - 11:00
11:30 - 13:00
18:00 - 18:45
Monday 27 February
Networking Break
Networking Break
Mobile Health: Getting Mobile into the System Mobile Cloud: Competitive Landscape Business Transformation: Operators as Agile Businesses
Mobile Health: mHealth for the User Mobile Cloud: Contending for Content Business Transformation: Operators as Intelligent Partners 16:00 - 17:30 Mobilising the Retail Business
09:00 - 10:30
11:00 - 12:30
18:00 - 18:45
Tuesday 28 February
Networking Break
Networking Break
Networking Break
Mobile Cloud: Home of the Future Mobile Advertising: Mobile in the Marketing Mix
Mobile Cloud: Cloud & Network Intelligence Mobile Advertising: Social Media
Networking Break
15:00-16:30 Global Mobile Awards 09:00 - 10:30 11:00 - 12:30 13:45 - 15:15 Mobile Innovation: A Vision of 2022 15:45 - 17:15 Mobile Money: NFC Embedded Mobile: State of the Market
Networking Break
18:00 - 18:45
Wednesday 29 February
Networks: Network Infrastructure Costs Consumer Devices: Riding the Smart Device Wave Mobile Advertising: Ecosystem
Networks: QoE & Capacity Media & Entertainment: The Future of Mobile Music Mobile Advertising: Emerging Markets
Networking Break
09:30 - 11:00
11:30 - 13:00
Networking Break Networking Break
14:30 - 16:00 Mobile Money: Emerging Markets Embedded Mobile: Consumer Electronics Technology Evolution: Network Operations Evolution
Thursday 1 March
Mobile Money: Delivering Innovative Mobile Payment Services Embedded Mobile: Automotive & Utilities Technology Evolution: Network Architecture Evolution
Conference Agenda as of 10 January. Admission to the conference programme and keynotes is included in Silver, Gold and Platinum Passes. Agenda subject to change; the most up-to-date information is available on www.mobileworldcongress.com.
Keynote Speakers
The 2012 Mobile World Congress conference programme will continue to showcase the innovation, intelligence and inventiveness that has typied the global mobile industry. The following keynote speakers will headline an unparalleled agenda taking place over four days and covering the key trends driving the development of the growing mobile communications ecosystem.
Keynote Speakers:
Franco Bernab
Chairman GSMA Chairman & CEO Telecom Italia Group
Ren Obermann
CEO Deutsche Telekom
Kevin Johnson
CEO Juniper Networks
Anne Bouverot
Director General GSMA
John Donahoe
President & CEO eBay
Stephen Elop
President & CEO Nokia
Ben Verwaayen
CEO Alcatel-Lucent
John Riccitiello
CEO Electronic Arts
Ryuji Yamada
President & CEO NTT DOCOMO
Warren East
CEO ARM
Hans Vestberg
President & CEO Ericsson
Dan Hesse
CEO Sprint Nextel
Ralph de la Vega
President & CEO AT&T Mobility & Consumer Market AT&T
Brian Dunn
CEO Best Buy
Eric Schmidt
Executive Chairman Google
Jo Lunder
CEO VimpelCom
Sunil Mittal
CEO & MD Bharti Airtel
Peter Chou
CEO HTC
John M. Partridge
President Visa
Xi Guohua
Vice Chairman China Mobile
Michael Roth
Chairman & CEO IPG
Vittorio Colao
Chief Executive Vodafone
Vikram Pandit
CEO Citigroup
Michael Abbott
CEO ISIS
Conference Programme
Networking Break 13:00 14:00 Mobile Applications: Apps for All How Apps are Changing our Lives 14:00 15:30
Apps are integral to the way many of us now live, work, and play. From the games business to gamifying business, apps exist for everything from throwaway fun through to essential work tools. Some apps we pay for, some we dont. Some we probably dont even think of as apps, since they t so seamlessly into the way we live our lives. Overall, the apps business is booming; Gartner forecasts US$15.9 billion end-user spend on apps in 2012. But reports also suggest that half of apps make less than US$3k each. Given the months of work that can go into producing an app, this kind of return on investment cant be sustainable long term. How should the apps ecosystem evolve to support development? This session will look at two sides of the app equation. First, the money question what is the most sustainable way to build an apps business model? And second, a discussion of how the world works for developers and a look at the type of apps that are out there changing the way we live.
Networking Break 11:00 11:30 Keynote 2: The Connected Consumer 11:30 13:00
From desktop PCs and games consoles to smartphones and tablets, Internet connectivity is now a pre-requisite for most consumer electronics devices. With so many consumers connected to multiple devices, content providers, advertisers and brands are experiencing an unprecedented access to end users, but the fragmented and personal nature of the mobile Internet poses a challenge to these players as they plan which engagement channels, strategies and business models will drive growth and justify investment in the digital space. Meanwhile, xed and mobile Internet service providers, as well as equipment manufacturers will be challenged to provide a seamless online experience to increasingly tech-savvy and demanding consumers.
14:00 15:30
Compared to over-the-top competition, traditional communications service providers have at times been slow to act and react to changing market conditions. However there are striking demonstrations of business agility within the communications world as service providers adapt their legacy infrastructures to tackle new requirements. These successes have been based on becoming a flexible enterprise through identifying and interpreting relevant data to make quick business decisions. To continue to overcome diminishing prot margins, service providers must become more responsive to their business environment and their consumers. In this session, we examine key success factors, pain points and case studies to help service providers deliver the agility and ingenuity they need to seize business opportunities and maximise their revenues.
Conference Programme
Mobile Health: mHealth & the User Building Trust, Creating Demand 16:00 17:30
For mobile health to succeed, end users must understand the benets of mHealth and also trust that it will deliver what it promises. Without both of these intangible qualities, mobile health can only be a solution looking for a problem. Proponents of mobile health need to ensure that the mHealth message gets out, work out how to build trust in what it offers and create demand from the users wholl benet from it. This session will question the extent to which patients and consumers in different markets are ready and willing to use mobile health. It will discuss the way patients and consumers perceive different uses of mobile in health, from wellness apps through to physician-prescribed monitoring devices. Speakers will also discuss how to market the mobile health message, and will examine approaches to branding, pricing and promotion of mHealth services from different levels of the value chain.
16:00 17:30
With the spread of the mobile Internet, smartphones and the emergence of M2M, the role of service providers within an increasingly complex value chain has evolved and as new devices emerge, more change is on the horizon. This evolution exposes service providers to the needs of new industries; those service providers that can work with and support these needs will thrive while the slowest will fall by the wayside. Service providers networks, billing relationships, data handling and wealth of information offer magnicent opportunities for would-be partners to take advantage of. However, the challenge for service providers lies in presenting these in useful formats to support creative and lucrative partnerships. The success of OTT players is testament to past shortcomings in this area. How can service providers rise to the technical and business challenges of becoming intelligent partners to diverse industries? This session examines the hurdles to overcome and outstanding examples to follow.
Networking Break 17:30 18:00 Mobile World Live Keynote 18:00 18:45
The Mobile World Live keynotes will once again feature the industrys leading lights, sharing their visions for the future of mobile technology. These special stand-alone evening sessions are a break from the traditional format, and are the only Mobile World Congress conference sessions to be broadcast live over the Internet and via Mobile World Live TV.
Conference Programme
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Mobile Cloud: Home of the Future Embraces Mobile Cloud 14:00 15:30
Mobile cloud services, ranging from email, messaging and storage solutions to gaming applications are increasing rapidly. Whats more, the user experience in the home is extending; cloud services are being accessed by multiple media devices using both mobile and xed line connections. While this choice is potentially empowering for the user, it can create a fragmented user experience as the delivery of content may not always extend to all the users devices. How can the user pay for cloud content once, but access the same content seamlessly on multiple devices in the home, regardless of whether using a mobile or xed line connection? This session will explore what mobile network operators and other service providers can do to ensure that the user remains at the centre of the cloud experience as cloud content and media devices continue to proliferate.
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Conference Programme
The Mobile Enterprise: Maximising Workforce Productivity in the Age of Consumerisation 16:00 17:30
The enterprise is becoming increasingly mobile and personal. The lines between work and personal lives are blurring; the use of personal mobile devices in the workplace is adding to the complexity for enterprise IT departments which must manage this proliferation of personal mobile devices and ensure device security. In light of the growing consumerisation of IT, how can enterprises most effectively mobilise securely? Are bolt-on mobile enterprise solutions sufcient, or is it necessary to integrate mobile solutions deep within the enterprises infrastructure fabric? What is clear is that enterprise mobility needs to offer a compelling user experience. This session will showcase examples of solutions that are successfully mobilising the enterprise. It will also discuss the challenges faced by mobile network operators and other service providers in rolling-out mobile enterprise solutions in the age of IT consumerisation and will ask how enterprises can most effectively utilise mobile technologies to maximise workforce productivity.
Networking Break 15:30 16:00 Mobilising the Retail Business 16:00 17:30
Its not news that mobile technologies are making a huge impact on the retail business. Neither is the fact that so far most of the changes have come from the consumer end, with instant price comparison, competitive online alternatives and the convenience appeal that mobility brings to the casual window-shopper. But another big trend is also emerging, this time from the retailers side, and has as much, if not greater, impact. By analysing consumer behaviour, circumstances, demographics and motivations retailers are developing more attractive offerings. They are also using mobile to better manage their inventory, which is one of the most important secrets of a trade that traditionally operates on low margins and depends on scale and efciency. This session will discuss the latest trends and drivers that are helping mobile reshape the retail business.
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Networking Break 17:30 18:00 Mobile World Live Keynote 18:00 18:45
The Mobile World Live keynotes will once again feature the industrys leading lights, sharing their visions for the future of mobile technology. These special stand-alone evening sessions are a break from the traditional format, and are the only Mobile World Congress conference sessions to be broadcast live over the Internet and via Mobile World Live TV.
Mobile Advertising: Context is King Advertising & Marketing with Mobile Social Media 16:00 17:30
Its no surprise that, given mobiles inherently personal nature, it has grown quickly to be a major channel for social media. This willingness of users to engage with mobile social networking offers real opportunities for brands to create contextually relevant messages for their customers. Advertisers are already getting get a grip on PC-based social media: eMarketer predicts social network advertising revenues to reach US$10 billion in 2013, almost double the $5.5 billion forecast for 2011. But the personal gets more personal and the contextual more contextual with mobile, so marketers still have a lot to contend with before marketing via mobile social networks really lives up to its potential. This session will ask how the combination of presence and social context that mobile offers can be used for brand advertising. It will ask whether audience targeting and relevance is more assured via the mobile channel, and how the mobile social media approach can t with a wider advertising campaign.
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Conference Programme
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Consumer Devices: Riding the Next Wave of Smart Devices 13:45 15:15
Smart consumer devices from smartphones to tablets, eReaders, connected TVs and more are changing from being premium items to suit mass-market customers. While this offers potentially signicant new revenue streams from end users, it also adds to the much-discussed data tsunami. Moreover, as Internet, application, content and device companies scramble to take advantage of this brave new world, operators risk becoming marginalised unless they can develop business strategies and partnerships to gain a share of a fruitful new market. What will the smart device future look like and where do operators t into it? What strategies and services offer the greatest opportunities? How can operators avoid simply being drowned in data? We examine how operators across the globe are leveraging their positions and resources to take their share of these new revenue streams.
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Conference Programme
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Networking Break 17:15 18:00 Mobile World Live Keynote 18:00 18:45
The Mobile World Live keynotes will once again feature the industrys leading lights, sharing their visions for the future of mobile technology. These special stand-alone evening sessions are a break from the traditional format, and are the only Mobile World Congress conference sessions to be broadcast live over the Internet and via Mobile World Live TV.
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Conference Programme
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Networking Break 13:00 14:30 Mobile Money: Emerging Markets Where are the Opportunities for Mobile Money? 14:30 16:00
Several emerging markets represent strong growth opportunities for mobile money due to the high numbers of unbanked and under-banked customers. Money transfers, bill payments, cash withdrawals and forms of micro nancing, often through simple but secure SMS messaging, are just some examples of mobile money services which are proving valuable to consumers in emerging markets, where mobile phone usage is high but access to traditional banking services is limited. This session will explore where opportunities exist for mobile money services in emerging markets. It will discuss the role of mobile network operators, nancial institutions and payment providers and the challenges in bringing mobile money services to emerging markets.
11:30 13:00
Even in the near future, operators will need to deliver higher capacities, new services and higher Quality of Service to the customer, while improving efciency and lowering cost internally. For most operators, this revolution must be achieved by an evolution in their radio, aggregation and core networks. Mobile operators have already started to deploy heterogeneous network structures combining different generations of wireless technologies, often embedded in an environment of macro-, micro- and even femto-cells. Furthermore, LTEAdvanced features, new centralised RAN and smart network architectures are currently being developed and evaluated. As a result, many of the elements needed to deliver a flexible, intelligent network already exist or will appear in the near future. The main challenge is to do it right to bring the pieces of the puzzle together in a way that supports an operators nancial, technical and business needs throughout the evolutionary process. This session highlights how industry leaders are working towards this and what steps should be taken.
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Conference Programme
14:30 16:00
Technology developments and business pressures are destroying many old barriers between networks and IT, voice and data, xed and mobile, telecoms and Internet. This change offers operators the chance to manage their networks and services in new ways, lowering costs and opening up fresh business opportunities. However, for operators to take full advantage of these opportunities requires some radical changes throughout their business, networks and IT systems. There are considerable challenges to overcome, not least the management of converged networks, of different wireless technology generations and of an increasingly complex multi-vendor environment. Based upon practical experience, this session focuses on how to evolve mobile network operations effectively. It offers delegates the chance to understand the path towards a new style of network operations, how to take advantage of its benets and how to avoid the dangers on the way.
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Conference Speakers
The Mobile World Congress conference programme brings the leadership of mobile operators and key players in the broader mobile ecosystem together in an exclusive forum for sharing the visions and strategies that will shape the mobile future. Conference attendees have a unique opportunity to gain perspectives and keen insights from the most influential and innovative companies in the world through a combination of dynamic, interactive conference sessions and extended networking opportunities. In addition to the keynote speakers, the following executives will be presenting as part of the Mobile World Congress conference programme:
Dominique Bonte, ABI Research Jeff Orr, ABI Research Andrew Graham, Adidas Stephen Bowker, Aircom International Lior Netzer, Akamai Technologies Adolfo Hernandez, Alcatel-Lucent Marcus Weldon, Alcatel-Lucent Safdar Mustafa, Al Jazeera David Amzallag, Amdocs Marco Quatorze, America Movil Rupert Daniels, Arsenal FC John Donovan, AT&T Jon Summers AT&T Kevin Peters, AT&T Peter Santos, Audience Andy Chong, Axiata Group Berhad Manoj Kohli, Bharti Airtel John Malloy, Blue Run Ventures Dr Michael Wrtenberger, BMW Group Ron Hirson, BOKU Marcelo Claure, Brightstar Dr KF Lai, BuzzCity Fernando Alvarez Tabio, Capgemini Daniel W. Burger, Capgemini Bill Huang, China Mobile Research Centre Robert Pepper, Cisco Thierry Maupile, Cisco Dave Birch, Consult Hyperion Paul Lee, Deloitte Kobus Smit, Deutsche Telekom Vincent Hoogsteder, Distimo Raffaele de Peppe, DLNA Dr Michael Reilly, Doro Renate Nyborg, Edelman Noah Elkin, eMarketer Erik Kruse, Ericsson Johan Wibergh, Ericsson Martin Krling, Ericsson Valter DAvino, Ericsson Khalifa Al Shamsi, Etisalat Luis Jorge Romero, ETSI Scott Durchslag, Expedia Worldwide Christian Lindholm, Fjord Doug VanDagens, Ford Motor Company Dennis Crowley, Foursquare Scott Jenson, frog Rob Grimshaw, FT Olivier Piou, Gemalto Kevin Fitchard, GigaOM Karim Temsamani, Google Osama Bedier, Google Tim Wood, Grameen Foundation Frederic Huet, Greenwich Consulting Jean-Marie Letort, Greenwich Consulting Dan Warren, GSMA Dr Nav Bains, GSMA Otto Berkes, HBO Gabriel Brown, Heavy Reading Philippe Leon, HP Bob Cai, Huawei Nick Wiggin, Huawei Zhu Haobing, Huawei Ling Shao, IBM Scott Burnett, IBM Zygmunt Lozinski, IBM Corporation Malcolm Nicholas, IBM Global Business Services Mark Winther, IDC Corp. Nicholas McQuire, IDC Corp. Eric Bader, Initiative Joy Liuzzo, InsightExpress Doug Fischer, Intel Simon Brown, ip.access Ryan Hughes, Isis Atul Bhatnagar, Ixia Macario Namie, Jasper Wireless Steve Shaw, Kineto Wireless Matt Murphy, Kleiner Perkins Matt Hatton, Machina Research Ben Whitaker, Masabi Pardeep Kohli, Mavenir Nicolaus Henke, McKinsey Mark Bole, Mesaplexx Todd DeLaughter, mFormation Patty Mechael, mHealth Alliance Karl-Heinz Land, MicroStrategy Mark Zawacki, Milestone Group Khalid Al Kaf, Mobily Labib Shalak, Mobinets Dr Sailesh Chutani, Mobisante Themba Khumalo, MTN Uganda Oleg Svirskiy, MTS Russia Sean Parker, Napster Peter Meissner, NGMN Sandro Dionisi, NGMN Jonathan Carson, Nielsen Telecom Larry Haddad, Nissan International Michael Halbherr, Nokia Amir Lahat, Nokia Siemens Networks Balzs Bertnyi, Nokia Siemens Networks Susie Kim Riley, Northbridge Venture Partners Scott Seaborn, Ogilvy Group UK Michael Manzo, Openet Carlos Lourenco, Optimus James Haddock, Oracle Laurence Le Ny, Orange-France Telecom Thierry Bonhomme, Orange-France Telecom Daniel Gurrola, Orange Ludovic Lvy, Orange Thierry Millet, Orange Marc Zionts, Ortiva Wireless Van Jacobson, PARC Eugene Tsyrklevich, Parkopedia.com Rodger Desai, Payfone David Marcus, PayPal Gustav Praekelt, Praekelt Dr Christopher Wasden, PricewaterhouseCoopers Don Jones, Qualcomm Robert Marcus, QuantumWave Capital David Halpin, Quickofce Inc. Alan Panezic, RIM Alistair Mitchell, RIM Selina Lo, Ruckus Wireless Martin Kopp, SAP AG Mike Wehrs, Scanbuy Peter Broekroelofs, Service2Media Rajiv Mehrotra, Shyam Hoojong Kim, SK Telecom Jongtae Ihm, SK Telecom Myung Sung Lee, SK Telecom Jeffrey Glueck, Skyre Neil Monteore, StarHub Chris Barraclough, STL Partners Jeff Gordon, Syniverse Doug Renert, Tandem Entrepreneurs Pat McCarthy, Telcordia Jose Perdomo, Telefnica Jose Valles, Telefnica Matthew Key, Telefnica Digital Juan Carlos Lopez-Vives, Telefnica Multinational Solutions Sven Strmer Thaulow, Telenor Comoyo Dr Vikram Saksena, Tellabs Ibrahim Gedeon, Telus Martin Creaner, TM Forum Robert Rich, TM Forum Tony Poulos, TM Forum Mike Putnam, Tripadvisor Ersin Unkar, Turkcell Teknoloji Uri Blackman, UberMedia Jay Altschuler, Unilever Rajiv Bawa, Uninor Yogesh Malik, Uninor Pramod Gaur, UnitedHealth Group Alex Moukas, Velti Jack Gallagher, Verizon Talmon Marco, Viber Mikhail Gerchuk, Vimpelcom Bill Gajda, Visa Srinivas Krishnamurti, VMware Marc Sauter, Vodafone John Aalbers, Volubill Gibu Thomas, Walmart Rui Paiva, WeDo Technologies Xiaodong Zhu, ZTE
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Ministerial Programme
The Ministerial Programme is an integral part of each years Mobile World Congress. This distinguished programme offers an invaluable opportunity for policy makers and industry leaders to discuss strategies for shaping the future of the mobile industry as well as mobiles potential to accelerate economic growth and advance social development around the world. Last year, more than 55 Ministers and 75 regulatory heads representing 131 countries joined high-profile representatives from international organisations including The World Bank, The European Commission and ITU for this industry-shaping programme of events. In 2012 this programme is expected to attract more than 400 ministerial and senior regulatory delegates from 140 nations, including 60 ministers. Attendance is by invitation only. Ministerial Programme Platinum Sponsor
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Forum Series
The GSMA aims to advance important new mobile technologies and applications through our Forum Series at Mobile World Congress, where we bring together industry players to discuss and debate important topics in dedicated sessions. Each Forum is a one-day, thought-leadership programme led by our Forum Partners and moderated by industry experts. Forum Series sessions are open to all MWC pass holders including Exhibition Visitors. Those wishing to attend must indicate their interest in doing so through our Attendee Application System. Visit www.mwc12applicationsystem.com for more information.
Monday, 27 February
09:30 13:30 13:30 14:45 14:45 15:15 15:15 16:30 16:30 17:30 AR Forum Opening Session and Session Two Sponsored by Khronos Group AR Forum Session Three Networking Break AR Forum Session Four Closing Cocktail Reception
All forum dates and times are still being conrmed. For the most current information please visit www. mobileworldcongress.com/forum-series. Attendees may register their interest in attending Forum Sessions through the Attendee Application System. To do so, please visit www.mwc12applicationsystem.com.
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Forum Series
LTE Forum
The LTE Forum explores the coming revolution in mobile data utility and network architecture. LTE promises to provide mobile users peak data rates of over 300 Mbps for downloads and rates approaching 100 Mbps for uploads. These speeds will fundamentally alter the way users view the utility of mobile data and create opportunities for innovative application developers and entrepreneurs to approach the market. This revolution has begun with launches in Europe, North America and Asia. During the LTE Forum well discuss the challenges and opportunities network operators face when building allIP architectures, as well as their many benets, including reduced latency and revolutionised network designs.
Tuesday, 28 February
09:30 10:45 10:45 11:15 11:15 12:30 LTE Forum Opening Session Networking Break Session Two - Sponsored by NEC LTE started by solving clear technical objectives: improve radio spectrum efficiency and provide economical mobile broadband networks. The introduction of all-IP network architectures and various open interfaces will allow more flexibility in developing and deploying new services. This session will analyse how this evolution will enable new services to be created and the new business models available. 12:30 13:30 13:30 14:45 Sponsored Lunch Session Three - Sponsored by ZTE LTE Summit is designed to explore the application scenarios and ZTE will take this opportunity to share its points of view on LTE application scenarios. 14:45 15:15 15:15 16:30 Networking Break Session Four - Sponsored by Openwave Industry experts will discuss and debate the growing role of pricing and policy control in delivering LTE data services. Topics to be discussed include smarter trafc steering, pricing for content and quality, applicationor service-based billing, new opportunities from over-the-top services, and engaging and educating subscribers. 16:30 17:30 Closing Cocktail Reception
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Forum Series
Wednesday, 29 February
09:30 10:45 10:45 11:15 11:15 12:30 Mobile Security Forum Opening Session Networking Break Session Two Sponsored by AdaptiveMobile AdaptiveMobile, joined by a panel of leading industry experts, will share the very latest advances in mobile security, unveil the results of unique industry research into consumer security expectations, and showcase how the worlds leading xed and mobile operators are protecting their subscribers and driving new revenues through advanced network security. 12:30 13:30 13:30 14:45 Sponsored Lunch Session Three - Sponsored by Trend Share Trend Micros vision for the future of mobile at the worlds number one event for mobile. With consumer mobile technologies spreading through the workplace, Trend Micro will explore the pitfalls your BYOD programme cant ignore, and share how to turn consumerisation into a competitive advantage. 14:45 15:15 15:15 16:30 Networking Break Session Four Sponsored by Norton by Symantec Join security leader Norton and other industry experts to explore how mobile is redening security. Well discuss how cybercriminals are adapting to the new threat landscape as well as how the emerging mobile market is driving demand for a whole new denition of the word security. 16:30 17:30 Closing Cocktail Reception
Wednesday, 29 February
09:30 10:45 10:45 11:15 11:15 12:30 12:30 13:30 13:30 14:45 Mobile Cloud Forum Opening Session, part 1 Networking Break Mobile Cloud Forum Opening Session, part 2 Lunch Break Session Two Sponsored by NEC NEC is proud to announce its sponsorship of Mobile Cloud Forum and will present how to leverage networks assets to create new business opportunities with NECs Carrier Grade Cloud solutions. 14:45 15:15 15:15 16:30 Networking Break Session Three Sponsored by Cisco Cisco enables a world of many clouds, with services being delivered anywhere, at any time, and to any device. Join us in a discussion on how Cisco uniquely combines the data centre with an intelligent network in order to enable dynamic, efcient, and secure ondemand cloud services. 16:30 17:30 Closing Cocktail Reception
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In 2011: More than 40,000 attendees came through the door at App Planet 200+ Exhibitors More than 12,000 developers at MWC11 54% of developer community represents senior-level positions The 2012 App Planet will feature: More than 200 Exhibitors App Developer Conferences (ADCs) led by our partners
GSMA launched App Planet in 2010 to focus on the explosive growth in the mobile apps market while fostering direct communication between developers and platform owners. Now in its third year, we will once again unite the key apps players in one place, positioning App Planet as the Centre of the Apps Universe for the mobile industry. App Planet Sponsor
Four days of forward-looking app-focused exhibition showcasing the framework that shapes, enables and drives the app industry
Nokia
BlackBerry Samsung
* coming soon *
IMGA WIP
An ideal place for the developer community to connect, network and explore how to Redefine Mobile
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App Planet
App Planet, located in the Upper Village, is open to all pass holders each day of Congress and will focus on the latest technology from the fast-moving apps industry. With more than 200 app-specic exhibitors in 6,700 square metres of space, App Planet provides an abundance of opportunities for developers and mobile professionals to mingle and discover apps in action. To learn more about the App Planet exhibition, visit www.mobileworldcongress.com/pavilions.
App Developer Conferences (ADCs) are a special focus of App Planet. These sessions, led by our ADC partners, run a full day and give attendees the chance to learn advanced tools, techniques and channels to market. These sessions provide invaluable opportunities and direct communication with channel and platform partners. Attendance at ADCs is granted by invitation from our ADC partners. See all of the ADC opportunities and more information at www.mobileworldcongress.com/adc, then indicate your interest in attending one or more at www.mwc12applicationsystem.com!
Tuesday, 28 February
BlackBerry Developer Day
Monday, 27 February
Nokia Developer Day
Join BlackBerry on Tuesday for a BlackBerry Developer Day to remember. Discover the next generation BlackBerry Platform BlackBerry 10 which combines the best of the BlackBerry platform with the best of the QNX platform to create a brand new, next generation mobile platform to connect people, devices, content and services. Hear how to harness the power of Cascades, our rich native UI framework that enables developers to create powerful new graphical elements like transitions and 3D animations for applications. Learn about our updated HTML5 Platform, BlackBerry WebWorks HTML5, which offers best-in-class performance and rendering. BlackBerry WebWorks allows developers to build high performance cross-platform applications using web technologies, in just days rather than weeks or months. We look forward to seeing you at App Planet.
The Nokia Developer Day at MWC 2012 will be bigger and better than ever! Well be showing developers how to take the next steps with the Nokia Lumia and Asha device ranges; designing and developing apps for widest reach and monetising the unique dual opportunity. Did you know that Nokia Store is the most locally relevant channel available in over 190 countries? Come learn how to distribute to those 190+ countries and take advantage of the superior conversion rates of operator billing in 46 countries. Well have both overview and technical sessions as well as demos, experts and business contacts available for networking.
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App Planet
WIPJam @ MWC12
Tuesday, 28 February
Samsung Developer Day Its the biggest and the best Day for Developers at MWC. Thats right; WIPJam is back for Year 5! Following on the success of Mobile World Congress 2011, Samsung plans to host an event for application developers, sharing the latest technology and development tips. Grab the unique opportunity to get the advanced content from Samsung technicians. Stay tuned to www.mobileworldcongress.com/adc for updates! This year look for more Storytelling, UnPanels, Discussion Groups and Pitches. We are also adding interactive demos, a coding challenge, speed networking and more. Get connected to industry leaders and other developers; learn about the tools and resources to shoot your way to the top! WIPJam Sessions are interactive and denitely not boring so start banking your ZZZs now for the last day of MWC. No PPT, No Panels and No Ties! Tune in to the updates and call for participation at www.wipconnector.com.
Thursday, 1 March
IMGA Summit & Awards Ceremony
The International Mobile Gaming Awards (IMGA) Summit brings together the entire mobile gaming ecosystem - from handset manufacturers to game developers, publishers and journalists - to discuss the hottest issues that affect the sector. The IMGA Summit offers a unique networking platform, and the opportunity for participants to keep ahead of fast-paced changes in global markets and technologies. The day will feature panel discussions and informal networking opportunities. Key moments will include panels on mobile gaming and publishing, game development tools, and innovation; a networking lunch with live pitching by game developers, and the awards ceremony for the 8th IMGA.
App Planet is a perfect place for the developer community to connect, network and explore how to redene mobile. The App Lounge is a Wi-Fi enabled area within App Planet that provides a central meeting point for like-minded developers to discover how mobile connects, entertains, informs and inspires us, ultimately changing how we live and who we are. This hot spot serves as a place to relax, read complimentary publications and join your fellow developers to exchange ideas on how you can enable, lead and accelerate the redenition. App Lounge Sponsor
The nal exciting component of App Planet is App Competitions, where developers are given the opportunity to imagine, develop and drive apps for some of their favorite consumer brands. Were working with our mPowered Brands partners some of the largest and most well-known brands in the world and will be sharing details of the competitions very soon. Stay tuned to www.mobileworldcongress.com for up-to-date information!
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Augmented Reality
See MWC in a New Way
Take a journey to Mobile World Congress 2012. Experience Augmented Reality through one of this years featured experiences: To further explore Augmented Reality at MWC 2012 and receive detailed instructions, visit www.mobileworldcongress. com/AR on your mobile device or scan the QR code below:
360 Explore
About junaio: junaio is the most advanced mobile augmented reality browser, a mobile companion and instant source of information about places, events or bargains. Whats on at the movies, where is the nearest cash dispenser, taxi stand or subway station? The best steak in town, or the hottest show? Finding your way inside exhibitions, getting added information on products, ads or news articles. This and more at your nger tips with junaio, your mobile companion. www.junaio.com. About TAB Worldmedia: Full Service Mobile Augmented Reality Agency TAB Worldmedia helps premium brands realize their mobile augmented reality strategy on the highest innovative level. As a fully independent and private agency we create and produce interactive augmented reality content to all public AR enabled mobile browsers and apps. www.tabworldmedia.com.
This experience begins on The Avenue at MWC. By physically moving your mobile device, you can learn more about different aspects of the event as if you were on site.
3D Print Ad
The Mobile World Congress print ad will come alive in 3D and display ve different icons for you to explore MWC.
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mPowered Brands
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mPowered Brands
Accelerating Marketers Knowledge of Mobile Mobile is enhancing every aspect of life, and coupled with nearly six billion mobile connections across the globe, it is rapidly redening how brands and services are marketed. With this in mind, GSMA proudly presents mPowered Brands, an inaugural event at Mobile World Congress designed to help marketers broaden their knowledge of the growing mobile marketing opportunity. mPowered Brands Tablet Sponsor
mPowered Brands offers four complementary programmes onsite at Mobile World Congress, each designed to provide varying levels of education and awareness of mobile as a marketing medium. Whether you are a mobile operator, a marketing agency, a brand, or a mobile ecosystem service supplier, mPowered Brands can help you achieve your mobile marketing goals through the following: mPowered Brands Theatres mPowered Brands Mobile Ambassadors mPowered Brands Zone Mobile App Challenge Each programme is available to a limited number of partners. Both the Theatres and Mobile Ambassador programmes allow the partner to control their guest list.
Exhibition
A dedicated mobile marketing-centric area where mobile marketers, ad agencies, media companies and fulfillment technology groups can showcase their offerings, content and solutions to brands and their agencies Technology companies share insights, announcements, demonstrations, case studies and workshops related to mobile marketing Nielsen A first-class Mobile World Congress experience for you and your brand clients designed to support your efforts to enhance your clients mobile industry knowledge and drive actionable outcomes for all McCann Worldgroup
Theatres
Mobile Ambassadors
Mobile and app-focused challenges that inspire developers to create original apps which help global brands and creative agencies engage with their customers
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mPowered Brands
Tuesday, 28 February
An Uncommon Sense of the Consumer
Mobile phones brought the digital revolution to new consumers in developed and emerging countries alike. Mobile is the most personal way to use media, the ultimate social media device, and has an unmatched ability to connect to the right consumer at the right time. What does this mean for marketers, media companies, operators, device manufacturers, retailers and others in the mobile ecosystem? Join Nielsen, a global information and measurement company operating in 100 countries, for insights on todays digital consumer and how winning companies can best take advantage of this unprecedented opportunity.
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mPowered Brands
We are pleased to announce the Mobile App Challenge Series, designed to help brands crowdsource new ways to engage with their customers through creative mobile device app concepts. Mobile is the single largest and, arguably, the most personal and afnity-driven communications platform on the planet. The Mobile App Challenge is an easy and effective way to try mobile as a marketing medium.
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GSMA Seminars
Tuesday, 28 February
09:30 - 12:00 Rich Communications Ecosystem - Retaining Customer Relevance Coinciding with the rst commercial RCS-e launches, the seminar agenda will review business opportunities, commercial and marketing strategies and the RCS-e specication development roadmap, with live demonstrations. This is a must attend event for anyone concerned with Business Development, Strategic Marketing and Commercial Operations, delivered by senior representatives of committed RCS-e operators. 12:30 - 15:30 NFC: Advancing The Mobile Ecosystem Mobile NFC services have reached critical mass in many countries globally, and the stimulation of the ecosystem around these services is crucial to drive demand for future growth. Involving transportation, ticketing, retail, access and more, the socio-economic benets create opportunities that cant afford to be ignored. 16:00 17:00 Green Power for Mobile and Community Power from Mobile United Nations Secretary-General Ban Kimoon introduced the International Year of Sustainable Energy for All for 2012. The mobile industry offers a unique perspective on leveraging itself to drive this opportunity. Find out how and why you should get involved. 17:30 18:30 Mobile Agriculture: The Market Opportunity An intensive panel session showcasing the market opportunity for Agriculture VAS in emerging markets where rural is a signicant growth area. The session will highlight emerging best practices and insights into overcoming challenges and launching an Agri VAS. Meet the stakeholders - mobile network operators, agricultural and development practitioners.
Monday, 27 February
09:30 - 12:00 Disaster Response: Programme Launch & Workshop The GSMA will launch its Disaster Response Programme at Mobile World Congress. This programme seeks to understand how mobile operators can most effectively support each other and improve resilience among networks in disaster scenarios while identifying how the mobile industry can best help citizens and humanitarian organisations on the ground following a crisis. 12:30 15:00 Mobile Spam: Eroding Consumer Trust The rapid growth of mobile messaging services has created a perfect environment for fraud and ID theft, and the impact of this on the mobile ecosystem has the potential to be catastrophic. Understand the implications and how the mobile industry is collaborating to close this down. 15:30 18:30 Mobile Marketing: The Power of Demographics The rapid growth of mobile is creating high demand for personalised services enabled by consumer demographics. While Mobile Network Operators are uniquely placed to provide these, the issues for consumers, regulators and service providers around the use of private data are many.
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GSMA Seminars
Thursday, 1 March
09:30 11:00 Mobile and Privacy: Apps, Icons and Privacy How can we ensure mobile users privacy is treated consistently irrespective of the technologies and business models? How can those designing and building apps ensure that user privacy is respected and protected? This session is for app developers and those delivering apps and services. 11:30 -13:30 Spectrum Its Everybodys Business Mobile is at the heart of a $1.2 trillion industry. If your business is mobile related, the thing you need most is reliable mobile networks. Spectrum is the oxygen that sustains this ecosystem and with data demands rising, you need to support the ask for future spectrum. This seminar will explain, amongst other topics, why its important to complement the ask for future spectrum and how to advocate for additional spectrum to your respective governments.
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Exhibition
The exhibition at Mobile World Congress provides an excellent opportunity to see the latest products, solutions and technologies. Attendees will have ample time to speak with telecoms personnel; IT, software and services creators, and more. The exhibition features more than 1,400 companies from 59 countries and occupies more than 58,600 square metres of exhibition and hospitality over seven halls and numerous outdoor areas. While youre onsite, be sure to visit these zones and pavilions where you can nd themed exhibits and displays:
Cloud Pavilion
The Cloud Pavilion explores how bringing together cloud technology vendors and the greater mobile technology ecosystem will dene and develop the potential of cloud computing in the mobile space.
GSMA Pavilion
Stop by the GSMA Pavilion in the centre of Hall 8 (C118) to learn about GSMAs many programmes and initiatives including NFC, Embedded Mobile, future spectrum for mobile and RCS-e propositions and how we are bringing them to market. Be sure to speak to our Member Services team and learn the benets of GSMA membership. If you are already a GSMA member, we will be showcasing our new members extranet, Infocentre. Members are also welcome to join us there in our members lounge for cocktails and networking, Monday-Thursday at 16:00.
The Mobile World Congress Exhibition showcases the industrys best. See a complete list of our exhibitors at www.mobileworldcongress.com/2012-exhibitors
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Ensure your company stands out from the competition! To contact the GSMA regarding exhibition, hospitality and sponsorship opportunities, please e-mail sales@mobileworldcongress.com. Explore the Exhibitor Case Studies available on our website to learn about the rst-hand experiences and benets that come from participating in Mobile World Congress.
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My MWC
My MWC, the Mobile World Congress event portal, will return for its third year with many exciting improvements and new features. My MWC is designed to enhance your MWC experience by helping you plan your schedule for our world-class conference, navigate the worlds largest industry exhibition, and network with 60,000+ key decision-makers. With My MWC, you arent limited only to the four days in Barcelona, but have access to exclusive content before, during and after the event. Use My MWC to: Connect with other attendees prior to the event Meet attendees and exhibitors with shared interests and setup on-site meetings Share through discussions on conference sessions and community forums Plan with a personalised schedule including your desired conference sessions and on-site meetings
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2012 Sponsors
App Lounge Sponsor App Planet Sponsor Attendee Badge & Lanyard Sponsor Awards - Platinum Sponsor Awards Category Sponsor Apps of the Year
Ministerial Programme Platinum Mobile Cloud Forum & Networking Sponsor Gold Sponsor
Registration Sponsor
City Partner
City Partner
Host
Host
Host
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2012 Partners
Platinum Media Partners
EECatalog
Association Partners
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2012 Partners
App Planet ADC Partners
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Silver Pass
Gold Pass
Platinum Pass
My MWC App Planet The Centre of the Apps Universe Exhibition 1,400 exhibitors showcasing the latest products, devices and technologies GSMA Seminars Insights and developments on key GSMA and industry initiatives Forum Series Partner-led forums on key industry topics Keynotes & Conference Sessions Includes post-event access to conference presentations via My MWC Global Mobile Awards Ceremony Tuesday, 28 February. Watch as the industrys best receive recognition Wireless Intelligence Report Receive a complimentary copy of the Fourth Quarter Wireless Intelligence Report VIP Networking Lounge Access Find a seat, hold a meeting or make new contacts in the exclusive VIP Networking Lounge Congress Lunch Network with fellow attendees in the centre of the action Exclusive Research Content Receive complimentary copy of a white paper courtesy of Juniper Research Dedicated Pre-Event Customer Service Receive expedited assistance when contacting Mobile World Congress Customer Care Pre-Event Mobile World Live Webinar Participate in a pre-event update from key leaders in the mobile ecosystem The Platinum Experience Experience unparalleled networking opportunities and exclusive access to key industry leaders (See following page)
2,099
2,699
4,999
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This year, a Mobile World Congress pass has more value than ever before. One of the ways weve done this is through our expanded opportunities for our Gold and Platinum Pass holders.
Tip!
Throughout this brochure, look for the Pass Icons shown below to help you identify which activities are included in your chosen pass!
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Airline Discounts
Accommodation
Once again, we are proud to appoint Barcelona Business Pass (BBP) as the ofcial accommodation agency for Mobile World Congress. In partnership with the Barcelona Hotel Association, BBP has secured a range of great accommodation solutions at every price point and is ready to assist with accommodation bookings at more than 250 hotels in the Barcelona area. Offerings range from affordable two-star hotels to luxurious ve-star properties. Book your accommodation today while great locations and prices are still available! Barcelona Business Pass Email: mobileworldcongress@b-beyond.com Website: www.mobileworldcongress.b-beyond.com/ Tel: +34 93 550 03 50 Fax: +34 93 414 17 86
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Registration Information
Cancellations
ALL SALES ARE FINAL. Cancellations and no shows will be liable for the entire registration fee. No refunds shall be given. Paid attendees can send a substitution if they are no longer able to attend. Downgrades of passes are permitted but will still be liable for the full registration fee of the original pass purchased. Cancellation of travel reservation and hotel reservation are the exclusive responsibility of the registrant. The GSMA reserves the right to cancel your registration without notice for lack of payment as required by the Terms and/or the relevant registration form. GSMA is not responsible for any damages, direct or indirect, resulting from such a cancellation. All payments must be submitted within the time frames set forth in the relevant registration form. Should GSMA cancel the event, paid registered delegates will be refunded their registration fee only. No other costs, including but not limited to travel and accommodation will be refunded.
Registration Enquiries
If you have further registration queries, visit the Registration FAQ on our website or contact our registration team: General Queries: registration@mobileworldcongress.com Exhibitor Queries: exhibitorregistration@mobileworldcongress.com Tel: +34 93 274 63 73 (Mon. to Fri. 08:00 to 16:00 GMT) Fax: +34 93 100 13 43
Substitutions
Substitutions between attendees from the same company and at the same invoice address may be made by providing the GSMA with written notice of the name of the original attendee and full details of the substitute attendee. Once a badge has been issued or collected, no substitutions are allowed. To arrange a substitution, please e-mail full details of the original and new attendee to registration@mobileworldcongress.com.
*All timings are provisional. Conrmed opening times will be posted on www.mobileworldcongress.com closer to the event.
Get the latest information at www.mobileworldcongress.com
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City Information
Ofcial/Recommended Suppliers
Should your organisation be in search of quality suppliers to provide services to your staff, clients or partners during Congress, visit the Official Supplier page on www.mobileworldcongress. com for recommendations of suppliers of event management, external venue booking, printing, transport, and VIP car services.
Security Tips
Barcelona is a safe city. Nevertheless, while you are here we suggest you take common-sense precautions as you would when visiting any major city: Always remove your Congress pass upon leaving the venue Do not display large amounts of cash; carry only as much as you need Keep your personal belongings with you, both inside and outside the venue Be vigilant in crowds, restaurants and on public transportation; watch out for people creating distractions and diversions It helps the city to ght petty crime if you report incidents, so if youre involved in an incident, call +34 900 77 2012, a free 24-hour security telephone number for assistance and information during the event days. This service covers the entire city of Barcelona (not just the event venue) and the number will appear on the back of your pass for easy reference. In the event you do encounter trouble during Congress, we have teams on motorcycles available to travel to you to provide whatever assistance you require.
There are wonderful sights to explore in town. Find information & plan your Barcelona visit at www.mobileworldcongress.com/travel
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In an effort to minimise the environmental impact of our events, the GSMA has created the MWC Green Initiatives programme to promote reduced material usage and waste at Mobile World Congress. This item is delivered digitally to reduce our production of printed materials.
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