Brochure Mobile World Congress 2013

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Ofﬁcial Media Partners

The mobile ecosystem is expanding at lightning • More than 1,500 of the industry’s leading
speed, with endless innovation and new applications suppliers of mobile devices, services and
of mobile technology. From contactless payments technologies will be part of the most exciting
and augmented reality to embedded devices and and anticipated exhibition of the year (page 53)
connected cities – mobile technology is changing
• App Planet will bring together more than
the landscape. The impact mobile will have on the
12,000 application developers to be energised,
world is limitless.
educated and challenged (page 34)

Even the landscape of Mobile World Congress will • The world’s largest consumer brands will join
look different than it has in the past. While the us for mPowered Brands, where we accelerate
Mobile World Capital Barcelona remains our host, marketers’ knowledge of mobile as a marketing
the event is relocating to a state-of-the-art new medium (page 38)
facility, Fira Gran Via. More information on our
even-larger new venue is available on page 4. • We’ll recognise the industry’s greatest
achievements, new technologies, innovative
Whether you’ve attended ‘MWC’ for years or are devices and ideas through the 18th Annual
joining us for the very first time, Mobile World Global Mobile Awards (page 49)
Congress 2013 will showcase the industry’s news,
leadership and excitement better than any event During the four-day event, more than 70,000 senior
before. mobile professionals will network and exchange
ideas – some of which may further change the
At Mobile World Congress 2013: landscape of mobile. We invite you to join us in
• CEOs of the world’s most influential companies Barcelona for Mobile World Congress 2013 as
will share their visions of the mobile landscape together we explore the New Mobile Horizon.
while inspiring attendees in our thought-
leadership Conference (page 9)

Fira Gran Via, Our New Venue 4
The NFC Experience at MWC 6
Conference Agenda at a Glance 8
Conference Programme 9
MWC App 31
Featured Programmes 32
n App Planet 34
n mPowered Brands 38
n Partner Events 42
n Forum Series 45
Ministerial Programme 48
Global Mobile Awards 49
GSMA Seminars 50
Congress Enhancements 51
Networking Gardens 52
Exhibition 53
Exhibitor & Sponsor Opportunities 56
Mobile World Congress Sponsors & Partners 57
Featured Programmes Sponsors & Partners 59
Social Media at Mobile World Congress 63
My MWC 64
Mobile World Live 65
Choose Your Pass 66
Registration Information 68
Airfare & Accommodation 70
City Information 71

MWC 2012 Highlights

To see more video highlights,
visit MobileWorldLive.com

Fira Gran Via, Our New Venue

Introducing our New, Larger Venue Layout
for MWC 2013 and Beyond Fira Gran Via is comprised of eight exhibition halls under a single
We are pleased to introduce you to Fira Gran Via, the exciting, new roof. The layout begins with Hall 1, located at the South Entrance,
home of Mobile World Congress. Located just down the road from and continues to Hall 8 and the North Entrance. In the heart of Fira
our old location, Fira Gran Via is a large state-of-the-art event space Gran Via lies Congress Square (shown in black on the map below),
which will allow the show to grow and expand. which is sure to be a great meeting and gathering point.

Halls 1 through 7 are single-level spaces. But thanks to a dual-level
walkway connecting the halls, complete with moving sidewalks,
escalators and elevators, there’s plenty of space for our 70,000
attendees to move along quickly. The only dual-level hall is Hall
8, which will host App Planet, mPowered Brands, and Exhibition
space (Hall 8.1), and theatre events such as our Forum Series, App
Developer Conferences (ADCs), mPowered Brands Theatres, and
Partner Events, as well as our Ministerial Programme (Hall 8.0).

Halls 1, 2 and 3 contain Hospitality Suite and Meeting Room space.
The physical address of Fira Gran Via is: Halls 3, 5, 6, 7, 8.1, and Congress Square will contain Exhibition
Av. Joan Carles I, 64 stands. Hall 4 will hold our Conference programme.
08908 L’Hospitalet de Llobregat, Barcelona
Size
Fira Gran Via – Hall Map
Last but not least, our new home is larger and will give Mobile
World Congress the opportunity to continue to grow and expand
in the years to come. Fira Gran Via boasts 240,000 square metres of
space under one roof, meaning Fira Gran Via is both 100% larger
than our previous location, and will be unaffected by February’s
changing weather.

Take The Tour!
Visit www.mobileworldcongress.com/orientation

• Virtual Fly-Thru – Take a walk through Fira Gran Via to
become comfortable with our new surroundings
• ‘Where Is It?’ Feature – Get to know where standard event
features can be found
• Transportation and Logistics – Learn the transportation
options for the new venue
• Travel Times – Estimated travel times from hall to hall so you
can plan your schedule

4 Register today at www.mobileworldcongress.com/register

Welcome to Fira Gran Via! Our new home will make MWC better than ever before.
Venue Venue more centrally located
between the airport,
Fira Gran Via is twice port areas and city
the size of Montjuïc,
giving us the capacity Fira Fira
Montjuïc Gran Via Natural lighting reduces
for more exhibition,
more C-Level attendees electricity use by 30%
and more networking

240,000
than ever before
120,000 18,000 solar panels make
it a greener venue
square metres square metres

Exhibition Fira Montjuïc
Fira Gran Via For Exhibitors:

The exhibition area in Stand services routed
Fira Gran Via is 34% through floor for
larger than Montjuïc less cabling
and all halls are connected
for easier access Fewer pillars and height

70,000 94,000 restrictions for stands

square metres of square metres of More loading bays and
exhibition space exhibition space routes for easier build up

Conference Networking Wi-Fi
A centrally located Conference 8 new themed outdoor networking 270 additional hotspots that are
Village for all sessions, conference areas give more space for business more evenly spaced throughout
lunch and lots of networking space development and deal making the venue

+21%

conference auditorium seating

• Main auditorium has an additional 350 • A more centrally located VIP Networking
+233%
seats for the always popular keynotes Lounge with more amenities higher peak concurrency

Dining Media Village Other Benefits
More food outlets for shorter lines Centrally located Media Village with 20 bus routes dedicated
and faster services; restaurants 30% more working stations for press for MWC attendees
inside each hall and analyst reporting on the event
Larger taxi ranks to
+30% shorten waits
49 Moving sidewalks to
food outlets
speed commute

• Wider range of food options including • 140% more seats in press briefing More convenient
multiple international choices, and meeting rooms VIP Drop-Off Point
vegetarian, Kosher, Halal, and others • More and better amenities
• Onsite kitchens for fresher and Better accommodations for
hotter food attendees with disabilities

Get the latest information at www.mobileworldcongress.com 5

The NFC Experience at MWC

The NFC Experience
Be sure to opt in to your NFC Badge
This year, Mobile World Congress will offer a truly interactive when you Register for MWC!
experience for exhibitors, vendors, and attendees to participate in
an environment where information and transactions are exchanged
through mobile using Near Field Communication (NFC) technology. The Starting Point: the NFC Badge
While the new NFC Experience will provide many benefits to
attendees, one of the most convenient will be to allow you to use
your NFC-enabled device to gain simpler access to the event using
our NFC Badge. If you have an NFC-capable handset, and opt-in
during registration to use the NFC Badge, you can take advantage
Near Field Communication (NFC) enabled mobile phones have a of dedicated NFC Badge lanes at Fira Gran Via entrances. As an
huge potential to make our lives easier by letting us, with a simple added bonus, you won’t need to show Photo ID every time you
touch, enable secure access to new transaction and payment enter the venue – just the one time you activate your NFC Badge.
services across a range of sectors and industries. NFC technology
Get your NFC Badge by opting in to the NFC Experience during
has been in existence for a few years now and it is thought that
registration, then downloading the NFC Badge App. If
adoption will increase noticeably in the next couple of years.
you’ve already registered and didn’t opt in, you can amend
The NFC Experience at the GSMA Mobile World Congress will your registration at any time. Full details on how to opt-in,
create an opportunity for you try out some of these services get the app, and activate your NFC Badge can be found at
first-hand. As part of this initiative, the GSMA will showcase an www.mobileworldcongress.com/nfc-badge
integrated range of mobile NFC services throughout the venue and
city of Barcelona. NFC touch points will be abundant throughout Do You Have a Compatible Handset?
the exhibition floor, rewarding you when you ‘tap’ with instant
access to information about the event, the city as well as a variety To take advantage of the NFC Experience at this year’s Mobile
of offers and downloads. World Congress you will need an NFC compatible handset. At
www.mobileworldcongress.com/handset-compatibility
you can find a current list of NFC-enabled handsets available in
the market today. For more information, and to enquire about
upgrading to one of these, please contact your local mobile
network operator.

Note: the NFC Badge app is compatible with supported NFC-
capable Android 4.0 and Windows Phone 8 devices.

NFC Challenge
The GSMA will be holding an NFC Challenge during MWC. The
competition is open to MWC 2013 exhibitors in the NFC industry
with commercialised NFC-related apps, products, services and/or
solutions. Submissions will be secretly evaluated by a team of judges
Learn more about the NFC Experience at at the submitting exhibitor’s stand during the first two days of
http://www.mobileworldcongress.com/nfc-at-mwc/ Congress. There will be prizes for the winner of the NFC Challenge
and their company and the winning submission will be featured in
the Mobile World Daily. Don’t delay! The entry deadline is 18 February.
Learn more at www.mobileworldcongress.com/nfcchallenge


Get involved in the NFC Experience • Tour the city of Barcelona with NFC. The city of Barcelona, in
collaboration with Mobile World Capital Barcelona, is providing
As a GSMA Mobile World Congress attendee with an NFC-enabled NFC information points to enhance your enjoyment of the
handset you will be able to take advantage of NFC technology at city. NFC touch points will be available at the airport, selected
locations throughout the Gran Fira venue and city of Barcelona. restaurants, in taxi cabs, and central tourist locations, such as:
These include information points, discount vouchers, and payment Museo Picasso, Gaudi’s Pedrera and more. By tapping NFC tags,
capabilities. The variety of locations and incentives offered by you will receive discount offers or VIP experiences, information
the NFC Experience will provide you with a real life experience of downloads, and access to mobile applications.
Mobile NFC.
Sony Xperia™ T – the official handset for
• The experience starts when you arrive at Barcelona airport. Tap
on the NFC Experience smart posters at the Barcelona Airport the NFC Experience
and you’ll receive a virtual welcome pack. The GSMA has partnered with Sony to provide the official handset
• Visit the heart of the NFC Experience at the NFC Centre for the NFC Experience at the GSMA Mobile World Congress 2013.
in Congress Square to speak to our NFC experts and NFC Selected delegates will be offered the opportunity to receive a free
Experience partners. View live demonstrations showcasing how Sony Xperia™ T handset to enable them to enjoy the full NFC
the technology works and the opportunity to collect information Experience.
and vouchers and take part in many special offers. The handset will come preloaded with a mobile wallet containing
• Walk the NFC Interactive Zones - NFC Interactive Zones will be applications including payment with €15 to spend, vouchers that can
located throughout Fira Gran Via. By tapping on the NFC-enabled be redeemed with NFC throughout Barcelona and the venue, and
tags on the smart posters, you can use your NFC-enabled handset the official Mobile World Congress application including the NFC
to access exhibitor directories, venue and agenda information, Badge
special offers and much more.

• Tap and pay at NFC-enabled payment terminals at Fira Gran Official Sponsors
Via. If you have payment services enabled on your NFC-enabled
handset, you can purchase food and drinks from NFC-enabled
point-of-sale (POS terminals throughout the venue. Just look for
the Contactless Payment Symbol at the POS Terminals.

Supporting Sponsor Payment Partner

Payment Partners

Tap your NFC-enabled
handset to this poster to
access valuable information Network: MWC2013_FREE_WIFI
Password: mwc2013wifi

Look for these NFC Smart Posters while on site.


Conference Agenda
at a Glance

09:15 - 11:00 11:30 - 13:00 14:00 - 15:30 16:00 - 17:30 18:00 - 18:45
Building the Ecosystem for Growing Pains: The Pros & Cons
NFC Services of M&A, JVs & Partnerships
Monday 25 February

Apps:
Apps:
Networking Break

Networking Break

Networking Break

Networking Break
Keynote 1: Start-ups, Innovation &
Industry Evolving Ecosystems
Keynote 2: Building a Successful Business
Perspective – Mobile World
Vertical
Evaluating the Business Case Big Data: Live Keynote
Mobile Operator Disruption
Strategies for Mobile Cloud Services Big Questions, Big Value?
Business Transformation:
Reshaping Mobile in
Reshaping the Operator
the Digital Revolution

09:00 - 10:30 11:00 - 12:30 14:00 - 15:30 16:00 - 17:30 18:00 - 18:45
Smaller but Smarter: Making a Whose Network? Emerging
Success of Small Cell Networks Network Business Models
Tuesday 26 February

Marketing: Marketing: How Not to
Brands Go Mobile Build a Mobile Campaign
Networking Break

Networking Break

Networking Break

Networking Break
Keynote 3:
Keynote 4: Mobile Identity:
Connecting the Regional Focus: Mobile World
Future of Opportunities & Challenges
Next Billions to Sub-Saharan Africa Live Keynote
Communications for Service Providers
the Internet
Mobile Entertainment:
Future of the City: Smarter
The Rise of the Digital
Cities, Smarter Living
Global Event
14:30 – 16:30 Global Mobile Awards Ceremony

09:00 - 10:30 11:00 - 12:30 14:00 - 15:30 16:00 - 17:30 18:00 - 18:45
Health: Achieving Scale Health: Innovating for
through Partnerships Global Health
Wednesday 27 February

High-Growth Mobile
Back to the Future:
Tech Investment:
Networking Break

Networking Break

Networking Break

Networking Break

Mobile Innovation 2023
Keynote 5: From Start-Ups to IPOs
Keynote 6: Mobile World
Operating in QoE: Enriching
Mobile in Media Learning from Live Keynote
the Cloud the User Experience,
Consumer Behaviour
Enriching the Operator?
Future of the Enterprise: Retail Therapy:
Can Mobility Transform Enhancing the Shopping
the Business? Experience through Mobile

09:30 - 11:00 11:30 - 13:00 14:30 - 16:00
Technology Evolution: Network Technology Evolution:
Thursday 28 February

Operations for Optimal Service Delivery Revolution in Network Architecture
Networking Break
Networking Break

Mobile Money: Mobile Money: Enabling Mobile
Navigating the Mobile Wallets Landscape Money Services in Emerging Markets
Keynote 7:
Mobile as a Platform for Innovation Future of the Home: Devices:
Battle for the Consumer MWC Round-up and a Look to the Future
Connected Living: Connected Living:
Business Models in Service Delivery The Automotive Sector Moves Up a Gear

Admission to the conference programme and keynotes is included in Silver, Gold and Platinum Passes. Conference agenda as of
5 February. Agenda subject to change; the most up-to-date information is available on www.mobileworldcongress.com

Conference Programme

Keynote 1: Industry Perspective – Mobile
Networking Break
Operator Strategies
11:00 – 11:30
09:15 – 11:00
In the opening keynote of the 2013 Mobile World Congress,
Keynote 2: Vertical Disruption
the CEOs from some of the world’s largest and most important
11:30 – 13:00
operators discuss the challenges and opportunities the future holds
for the mobile industry. As more and more verticals and business sectors adopt mobile
technology, the Connected Lifestyle seems ever closer to being
MODERATOR:
realised. What can we learn from the success stories and setbacks
Anne Bouverot alike? Join CEOs from across the value chain as they share their
Director General
GSMA thoughts and experiences of the transformative power and
disruptive nature of mobile.
KEYNOTE SPEAKERS INCLUDE:
Franco Bernabè MODERATOR:
Chairman
GSMA Rajeev Chand
Chairman & CEO MD & Head of Research
Telecom Italia Group Rutberg Wireless

Randall Stephenson
Chairman & CEO Nancy Brown
AT&T CEO
American Heart Association

Xi Guohua
Chairman Stephen Girsky
China Mobile Vice-Chairman
GM

César Alierta
Executive Chairman & CEO Kaoru Kato
Telefónica President & CEO
NTT DOCOMO

Vittorio Colao
Chief Executive Dr Paul Jacobs
Vodafone Chairman & CEO
Qualcomm

Please note the Opening Conference Keynote on Monday will
begin at the earlier time of 09:15. Be sure to allow plenty of time to
collect your pass, access the venue, and reach the Hall 4 Conference
Village. Registration opens at 07:00.



The uniquely accessible nature of app design, development and
Networking Break delivery makes it one of the most democratic businesses to get into.
13:00 – 14:00 But low barriers to entry guarantee only that players in the apps
space have a chance at success – by no means does even popularity
Building the Ecosystem for NFC Services assure profitability.

So what’s next in mobile apps? And how does a good idea
14:00 – 15:30
become a good business? From idea to execution, from funding
NFC services are continuing to be rolled-out by mobile operators, to marketing, hear from the people who have been there and are
payment providers and handset manufacturers across the world. doing that in mobile apps.
However, NFC has yet to reach its market potential. According to
MODERATOR:
Strategy Analytics’ Wireless Device Strategies, 48.7 million NFC-
Ewan MacLeod, Mobile Industry Review
enabled handsets were sold in 2011 and this is predicted to grow
to 506.9 million units by 2016. As customer awareness of NFC SPEAKERS INCLUDE:
increases, this will encourage a greater use of NFC services such as • David Kim, Animoca
accessing information and more advanced services requiring larger • Anshu Dua, comiXology
infrastructure investments such as mobile payments. • Sanjay Vakil, TripAdvisor
This session will explore how to build the NFC ecosystem and
successfully address consumer needs to drive the continued service
adoption, particularly in light of competing technologies. Specific
Evaluating the Business Case for Mobile
focus areas will include educating service providers and consumers Cloud Services
to support NFC and how to achieve alignment on industry
standards, specifications and key processes.
14:00 – 15:30
The mobile cloud has long offered the potential to provide
MODERATOR:
mobile operators and other service providers with access to new
Pierre Combelles, GSMA
revenue streams. For consumers, mobile cloud services have largely
SPEAKERS INCLUDE: focused on providing storage and back-up services. Whether
• Ryan Hughes, Isis service providers provision the network for these services, develop
• François-Xavier Godron, Orange cloud apps or deliver and optimise cloud content for consumers,
• Ali Salci, Turkcell mobile cloud has yet to reach its potential and moreover, provide
• Bill Gajda, Visa significant revenue streams across the value chain.

This session will ask if there is really a business case for providing
Apps: Start-Ups, Innovation & Building a consumer-focused mobile cloud services beyond back-up and
storage and if so, what are these services. This session will also
Successful Business
discuss whether players can monetise consumer-focused cloud
14:00 – 15:30 services successfully.

Apps have sped through an accelerated evolutionary cycle over the MODERATOR:
last 5 years, from experimental through useful to, in many cases, Bengt Nordström, Northstream
essential parts of our everyday life. This popularity has also changed
SPEAKERS INCLUDE:
the business landscape in many ways, opening up opportunities
• Malcolm Nicholas, IBM
for everyone from bedroom entrepreneurs with the spark of an
• Paul-François Fournier, Orange
idea to established players employing apps to support their existing
• Chan Kin Hung, StarHub
businesses.
• Laura Yecies, SugarSync, Inc.


Business Transformation: right approach can be the key to a renewed growth period for a
company, repositioning its assets in order to better compete in the
Reshaping Mobile in the Digital Revolution
future. On the other hand, mistakes can be made and long-term
Developed in conjunction with
repercussions can be very damaging. It’s a difficult decision but one
that eventually needs to be made.

Mergers, acquisitions, joint-ventures, commercial agreements,
14:00 – 15:30
strategic collaboration and so forth…there are many ways by
The killer services behind the last 20 years of mobile industry growth which a company can decide to develop its long term strategy and
are today facing serious competition from the digital revolution, this session will discuss the latest and hottest trends and activities
forcing operators to rethink their role and product portfolio. involving mobile operators, software companies, OEMs, content
Equivalent pressures and knock-on effects are already affecting the providers, Internet players and more.
big players throughout the ecosystem while opening the doors for
MODERATOR:
companies with new ideas and ways of doing things.
Monte Hong, Accenture
What are the best bets for key players in the ecosystem, and
what does it take to rethink your business for the next 10 years of SPEAKERS INCLUDE:
growth? Find out here. • Lars Fjeldsoe-Nielsen, Dropbox
• Daniel Ritz, Etisalat
MODERATOR: • Olaf Swantee, Everything Everywhere
Rob Rich, TM Forum • Vaughan Smith, Facebook
• Injong Rhee, Samsung
SPEAKERS INCLUDE:
• Stephen Shurrock, Telefónica Digital
• Dana Porter, Amdocs
• Arun Bhikshesvaran, Ericsson
• Dan Rose, Facebook Video Highlight
• Li Sanqi, Huawei
• Frank Boulben, RIM
• Martin Creaner, TM Forum

Networking Break
15:30 – 16:00

Growing Pains: The Pros & Cons of M&A,
JVs & Partnerships
Sunil Mittal, Chairman & MD, Bharti Airtel,
16:00 – 17:30 speaking at MWC 2012
As the mobile ecosystem evolves, the lines dividing competitors
from partners blur as players from different parts of the value chain
seek better positioning in this ever-changing competitive landscape.

In a global marketplace, assessing the best strategic approach
to partnerships is very challenging due to the complexity and
variety of aspects that need to be taken into account: economic
upside, intellectual property protection, business synergies,
corporate culture, geographies and, last but not least, their relative
competitive position to one another. On one hand, finding the



Apps: Evolving Ecosystems Big Data: Big Questions, Big Value?
16:00 – 17:30 16:00 – 17:30
How is the apps ecosystem changing as apps move further into the We’ve all heard plenty of hyperbole about the ‘tsunami’ of
mainstream? It’s still too early to claim that the disruption started data generated daily in modern life. But this isn’t just hype, it’s
by the proliferation of apps and smartphones has peaked, but the a phenomenon: 90% of all the data that exists today has been
ecosystem around the app industry has clearly moved into a new created in the last two years, according to IBM figures. Audio,
developmental phase. video, smart metres, connected cars, social media updates … the
list of data-generators goes on and on, and is expanding daily.
Old rivalries are being reconsidered as mobile operators reassess
their strategies in the face of OTT competition; developers look to What can we actually achieve with all this data? The power of
the big guys to support them in realising revenue from their start- modern processors and smart analytical tools has put many billions
ups; handset makers and infrastructure vendors focus on how to of dollars of potential value into the mobile ecosystem, but this is
maximise the effectiveness of their technology in an apps-based not just a technical question for the guys in business analytics. It is
world; and regulators, governments and a whole host of industry one that will affect how whole organisations, whether traditionally
segments adjacent to mobile seek to produce and manage apps data-driven or not, comprehend and deliver internal processes and
that aim not so much to disrupt the status quo, but to better it. external services.

Experts from across the board will discuss the current state of But this enormous potential is inevitably qualified by a number
the apps industry, and consider how the roles and responsibilities of challenges. Privacy and security concerns never fail to make
within it are adapting as the apps market evolves. headlines, the need for partnerships and some agreed standards on
network APIs and reporting, and a shortage of qualified personnel
MODERATOR:
all may slow down big-data development in the mobile ecosystem.
Caroline Lewko, Wireless Industry Partnership (WIP)
This session will consider the tangible opportunities in mobile big
SPEAKERS INCLUDE: data and ask how we can make the most of them.
• Sam Ramji, Apigee
• Carlton Hill, AT&T MODERATOR:
• Oke Okaro, Bloomberg L.P. Steven Spittaels, McKinsey
• Mauro Del Rio, Buongiorno
SPEAKERS INCLUDE:
• Jay Sullivan, Mozilla
• Ian Ferguson, ARM
• Jose Valles, Telefónica
• Khalifa Al Shamsi, Etisalat
• Lynda Smith, Twilio
• Linus Bengtsson, Flowminder
• Paul Bloom, IBM
• Jung Hee Song, KT
• Yael Garten, LinkedIn
• Pablo Mlikota, Syniverse


Networking Break
Reshaping the Operator 17:30 – 18:00
Developed in conjunction with

Mobile World Live Keynote
16:00 – 17:30 18:00 – 18:45
The rules have changed for the mobile industry in the past five
years, and today demand a radical rethink of operations to enable
new services. While voice and SMS continue to be the main revenue
source for many operators, these revenues are increasingly at risk
or declining. Positioning themselves as providers of coverage and
capacity poses problems for operators as profits don’t rise in line
with costs; but historically they have struggled to compete against
agile players in other service ecosystems. Reshaping the business
should be a constant challenge to mobile operators these days.

Carrying out change while making the most of existing business is
a difficult balancing act; in this session pioneering C-level speakers
discuss their visions, pain points and surprises leading their
companies through genuine business transformation.

MODERATOR:
Tony Poulos, TM Forum

SPEAKERS INCLUDE:
• Ernest Cu, Globe
• Hans-Holger Albrecht, Millicom Group
• Mats Granryd, Tele2
• David Thodey, Telstra



Keynote 3: Connecting the Next Billions to Keynote 4: Future of Communications
the Internet
11:00 – 12:30
09:00 – 10:30 As Internet-based services continue to put pressure on operator
With less than a third of the world’s population connected to the margins, the mobile industry is reaching an important crossroads.
Internet, mobile technology will be instrumental in bringing the CEOs from both sides of the debate will take to the stage to share
next few billion people online. From the networks and devices their vision on how the industry will need to evolve in the face of
to the services themselves, find out how the online landscape this fundamental shift in consumer behaviour.
will evolve as the internet community continues to grow over the MODERATOR:
coming years. Michael O’Hara
CMO
MODERATOR: GSMA
Guy Zibi
Head of Consulting KEYNOTE SPEAKERS INCLUDE:
Pyramid Research René Obermann
CEO
KEYNOTE SPEAKERS INCLUDE: Deutsche Telekom
Sunil Mittal
Chairman & MD
Bharti Airtel
Hans Vestberg
President & CEO
Ericsson
Dr Nasser Marafih
Group CEO
QTel
Suk-Chae Lee
CEO
KT Corporation
Gary Kovacs
CEO
Mozilla
Talmon Marco
Founder & CEO
Viber
Stephen Elop
President & CEO
Nokia

Networking Break
10:30 – 11:00


Marketing: Brands Go Mobile
Networking Break
12:30 – 14:00 14:00 – 15:30
The profound shift in the way consumers interact with their phones
Smaller but Smarter: Making a Success of has meant that big brands must now begin to engage more fully
Small Cell Networks with mobile. For a significant and growing proportion of people,
engaging in shopping, social media, gaming, on-demand video
14:00 – 15:30 and many other consumer activities via a mobile device is the new
Depending on who you listen to, the adoption rate for small cells normal.
– from indoor femtocells to microcells – ranges from the very fast But big brands have had a tough choice in the last few years
to the astronomical. What is the reality behind the hype? There when it comes to mobile. The rapid adoption of the technology
are first-movers with some very impressive activity. However, while – especially of smartphones and tablets – coupled with the diverse
there is undoubtedly progress in many areas to solve issues such as ecosystem of developers and users has made it difficult to pinpoint
Wi-Fi integration, interference management, backhaul and inter- how to invest in this diffuse and quick moving medium. A brand’s
RAT handoff there is still a long way to go before the technology reputation is key to its survival, and mobile has had to prove that it
is mature. is a robust enough channel to shoulder that responsibility.
One thing looks certain, however; to gain the most advantage from But brands are now moving out of the experimental stage with
small cell deployments, both commercial and technical, moving mobile advertising and marketing, and taking more confident steps
intelligence away from the core network will be key. In this session to embrace the medium as fundamental to their communications
we will gain some valuable insight into how small cell technologies strategy. In this session, hear from some of the world’s top brands
and capabilities are developing and the new business cases that about how they went mobile.
they create for operators.
MODERATOR:
MODERATOR: Anna Bager, IAB
Caroline Gabriel, Maravedis Rethink
SPEAKERS INCLUDE:
SPEAKERS INCLUDE: • Lisa West, IHG (InterContinental Hotels Group)
• Mike Schabel, Alcatel-Lucent • Maïte Oonk, KLM
• Michael Flanagan, Arieso • B. Bonin Bough, Mondelêz International
• Shayan Sanyal, Bluwan • Keith Weed, Unilever
• Simon Brown, ip.access • Catherine Ulrich, Weight Watchers
• Sadayuki Abeta, NTT DOCOMO
• Manish Singh, Radisys
• Geun Hwangbo, SK Telecom
• Il-Hyun Sohn, SK Telesys
• Mike Gallagher, Spidercloud
• Chris Gilbert, Ubiquisys
• J.R. Wilson, WBA



Mobile Identity: Opportunities & Future of the City:
Challenges for Service Providers Smarter Cities, Smarter Living
14:00 – 15:30 14:00 – 15:30
The adoption of consumer-focused mobile services, particularly Making a city smart, efficient and sustainable is a formidable task,
those utilising the cloud, is increasing rapidly. The proliferation but one that many public- and private-sector bodies the world over
of user data presents significant opportunities and challenges for agree will be a crucial evolution in the way we live. By 2030, the
service providers in managing transactions securely and protecting UN forecasts there will be over 5 billion people living in the world’s
users’ identity, and mobile operators are well-positioned to play a cities. This will include not only mega cities well beyond what
critical role in this scenario. currently exists, but also many more smaller urban centres that will
have to grow quickly to keep up with demand. This growth will
However, opportunities for the development of mobile identity
draw heavily on rapidly depleting resources, so new ways will have
services extend beyond the mobile operator to other service
to be found to make the resources we have go further.
providers such as SIM card manufacturers, security software and
data storage companies. Furthermore, the adoption of services can Mobile networks will be key to delivering some of the digital services
be catalysed through partnerships with governments and other that will help citizens live healthier, safer and more sustainable
public sector organisations. lives in these future cities. A ubiquitous communications structure
capable of real-time analytics and response will help with everything
This session aims to explore the opportunities and challenges
from mass transit efficiency to saving money on household
for service providers in driving the development and adoption of
bills. Mobile can help not only with environmental and financial
mobile identity services.
concerns, but also with social issues, such as political engagement
MODERATOR: and social mobility.
Dave Birch, Consult Hyperion
In this session, hear from the experts at the forefront of this
SPEAKERS INCLUDE: transformation about mobile’s contribution to the future of the city.
• Sabine McIntosh, Citi MODERATOR:
• Patrick Fischer, Fischer Consultancy Mark Newman, Informa Telecoms & Media
• Douglas Daberius, Nokia Siemens Networks
SPEAKERS INCLUDE:
• Josh Williams, Facebook
• Michael Halbherr, Nokia
• Barbara Flügge, Sybase, a SAP Company
• Christian Kuhn, Sybase, a SAP Company
• Erik Brenneis, Vodafone


Networking Break Keynote Highlight
15:30 – 16:00

Whose Network?
Emerging Network Business Models
16:00 – 17:30
The days when a mobile operator owned ‘a mobile network’ are
long gone. However, the advent of LTE and all-IP cores, small cell
networks and Wi-Fi integration are taking a re-imagination of
network business models to a new level. Technical considerations,
cost and planning regulations are driving the increased adoption of Dr. Paul Jacobs of Qualcomm
multiple business models for network deployment and operation during his MWC 2012 Keynote
such as network sharing, wholesaling and outsourcing.

This session examines the implications of these trends for
established and new-entrant ‘mobile’ network providers – itself an
increasingly blurry concept. What are the business opportunities,
and what does this shift mean for concepts of customer ownership,
data ownership, regulation and service delivery?

MODERATOR:
Emin Gürdenli, Azenby

SPEAKERS INCLUDE:
• Gabrielle Gauthey, Alcatel-Lucent
• Nicolas Ott, Arqiva
• Magnus Mandersson, Ericsson
• Evan Kaplan, iPass
• Eduardo Duato, Orange Spain



Marketing: Regional Focus: Sub-Saharan Africa
How Not to Build a Mobile Campaign
16:00 – 17:30
16:00 – 17:30 Sub-Saharan Africa is one of the fastest-growing regions globally
The reality of mobile advertising and marketing has not always lived for mobile penetration, usage and revenues. While the world has
up to its promise, but the reality is finally gaining ground on the been rocked by economic crises, the region’s mobile ecosystem has
hype. As a new screen, mobile was always going to take time to be seen continued subscription growth and now accounts for over
accepted and understood, and to become a mature and respected 454m connections, according to Wireless Intelligence, making it
medium for marketers. But the industry is rapidly becoming more one of the world’s largest pools of mobile subscribers. It has taken
sophisticated in its understanding of how best to use mobile, a significant role in applying mobile to verticals such as education,
so what can we say about the future of mobile advertising and healthcare and finance, buoyed by the innovation of home-grown
marketing in light of the way it’s been done in the past? entrepreneurs.

They say we learn from our mistakes. In this session, mobile- Nevertheless, there are significant challenges for Sub-Saharan
marketing experts will do the next best thing and help you learn Africa as a region, such as maintaining operator profitability and
from others. revenues as mobile penetration spreads to less affluent customers;
and ensuring regulation keeps pace with the potential of the
MODERATOR: region. The solutions it finds have the potential to teach the mobile
Paul Palmieri, Millennial Media industry across the rest of the planet.

SPEAKERS INCLUDE: MODERATOR:
• Victor Malachard, Adfonic Bradley Shaw, Africa Telecoms
• Stephen Upstone, LoopMe Media
• Brian Wong, Kiip SPEAKERS INCLUDE:
• Dave Gwozdz, Mocean Mobile (a division of Mojiva, Inc.) • Manoj Kohli, Bharti Airtel
• Stéphanie Hospital, Orange Digital Audience and Advertising • Lars Linden, Ericsson
• Mike Zarrilli, The Weather Channel Companies • Her Excellency Mrs Omobola Johnson, Federal Ministry of
Communication Technology, Nigeria
• Nic Rudnick, Liquid Networks
• Sifiso Dabengwa, MTN Group
• George Ferreira, Samsung Africa


Mobile Entertainment:
Networking Break
The Rise of the Digital Global Event 17:30 – 18:00
16:00 – 17:30
Mobile World Live Keynote
No-one could predict the part that mobile played in the consumption
and delivery of content during the London 2012 Olympic Games. 18:00 – 18:45
When London was named the host city in 2005, there was concern
that mobile networks might not be able to support the influx of
visitors and content at the event. Seven years later, a combination
of sophisticated mobile content and the seamless delivery of live
coverage across multiple devices made London 2012 a powerful
example of the impact of mobile content delivery.

Looking towards future large-scale events, like 2014 FIFA World
Cup, what lessons can be taken from this positive example of the
marriage of mobile and live content? How did the mobile industry
meet customer’s needs and what planning was involved? Hear from
the people that made it happen at London 2012 and those hoping
to improve the mobile experience at future large scale events.

MODERATOR:
Justin Springham, GSMA

SPEAKERS INCLUDE:
• Alex Balfour, Alex Balfour Consulting
• Ian Brown, Axell Wireless
• Phil Fearnley, BBC
• Rikard Steiber, Google
• Derek McManus, O2



Keynote 5: Operating in the Cloud
Networking Break
09:00 – 10:30 10:30 – 11:00
With revenues from traditional services set to fall over the coming
years, the long term outlook for mobile operators appears Keynote 6: Mobile in Media
challenging. The growing importance of cloud computing seems
11:00 – 12:30
to present operators with an important opportunity and they
seem ideally poised to take a central position within this emerging The advent of the Internet has already had dramatic and far-
ecosystem. reaching consequences for traditional media. A second round of
disruption is under way as consumers rely more and more on their
How can operators leverage their network assets to ensure
mobile phones and other devices as a new access point for content,
they remain as relevant as possible in this rapidly evolving and
news and entertainment. How will the media and advertising
competitive IT revolution? What kind of services will prove most
landscapes shift in response, and what can the mobile industry
commercially successful and how will these fare in an already
learn from industries that have already had their models tested by
competitive marketplace, famed for its disruptive nature and rapid
digitalisation and the Internet?
pace of innovation.
MODERATOR:
Paul Gunning
Tom Wheeler CEO, Tribal DBB Worldwide &
MD Group Chief Digital Officer
Core Capital Partners DDB

Drew Houston Susan Whiting
Founder & CEO Vice Chair
DropBox Nielsen

Kevin Johnson
CEO
Juniper Networks Video Highlight

Kevin Johnson, CEO, Juniper Networks,
speaking at MWC 2012


Back to the Future:
Networking Break
12:30 – 14:00 Mobile Innovation 2023
14:00 – 15:30
Health: Achieving Scale through Visit the future of mobile communications at the next-generation
Partnerships mobile innovation session in Mobile World Congress 2013.

14:00 – 15:30 This demo-heavy session will attempt to predict the mobile future
through pitch presentations from young, inventive start-ups and
How can mobile reach its potential to improve both the outcomes
keynote speeches from established industry innovators.
and the economics of global health? One way is through cross-
industry partnerships that will allow mHealth solutions a scale Delegates will be invited to vote on the innovation that will make
that would be out of reach to the mobile and health industries in the most impact to the future of communications and social
isolation. interaction in 10 years’ time as 6 companies pitch their concept in a
battle for recognition by our panel of industry investors and to gain
There are hundreds of live and pilot mHealth deployments currently
the lead in our audience vote.
underway across many and diverse territories, but many of these
projects, both commercial and pilot, will remain short term or small Join us as we go back to the future in this year’s Mobile Innovation
scale and will fold once initial funding is exhausted. To reach scale, session.
mHealth systems must in many cases be designed to integrate with
MODERATOR:
existing health systems. This is not something the mobile industry
Paul Lee, Deloitte Research
can achieve alone, despite operators’ expertise and experience in
delivering end-to-end services to their customers, and will require SPEAKERS INCLUDE:
strong working partnerships between mobile network operators, • Patrick Ostiguy, Accedian
health applications and health IT providers. • Iain McCready, Cortexica
• Dídac Lee, Inspirit & Barcelona FC Board Member
Speakers in this session will showcase examples of mHealth projects
• Peggy Johnson, Qualcomm
that have gone beyond the small scale and pilot stages. They will
• Gianluca D’agostino, Neomobile
seek to identify best practice in making mHealth sustainable, and
• Promod Haque, Norwest Venture Partners
will discuss the progress and challenges in partnering for mHealth.
• Jon Lindén, Procera Networks
MODERATOR: • Carlos Domingo, Telefónica Digital
David Wood, Accenture

SPEAKERS INCLUDE:
• Pamela Goldberg, Massachusetts Technology
Collaborative
• Kirsten Gagnaire, MAMA - Mobile Alliance for
Maternal Action
• Oscar Gómez, Telefónica Digital
• Chris Mulley, ZTE



Learning from Consumer Behaviour Future of the Enterprise:
Can Mobility Transform the Business?
14:00 – 15:30
Around the world, mobile experiences are redefining how 14:00 – 15:30
consumers act and what they want from their telecoms provision. Businesses are increasingly seeing the value of mobility as an
Some of these general trends are fairly clear, such as better data enabler of business transformation to drive greater efficiency,
speeds leading on average to more data consumption. However, agility and customer engagement within their organisations. At
looking in more detail at the evolving behaviour and implicit or one end, larger enterprises are accepting that mobility is a source of
explicit demands of different customer groups holds the key to competitive advantage and it is often being embraced as part of an
improving customer revenues, loyalty and profitability – if only the enterprise mobility strategy. At the other end, smaller enterprises
information can be acted upon effectively, which typically involves are often choosing mobile as a growing, critical channel through
collaboration across business units. which to go to market with their services.
This session will provide valuable data and analysis of how customer This session will examine how enterprises of all sizes and from a
activities and desires are changing, followed by the opportunity to variety of industries are embracing mobility to achieve tangible
learn from the challenges and triumphs of companies using their business benefits. It will also explore whether bring your own
customer insight to develop winning propositions. device (BYOD) is an enabler or a hindrance in this endeavour.
MODERATOR: MODERATOR:
Simon Burckhardt, Route30 Nick McQuire, IDC

SPEAKERS INCLUDE: SPEAKERS INCLUDE:
• Aldo de Jong, Claro Partners • John Marshall, AirWatch
• Liz Miller, CMO Council • Jim Somers, Antenna Software
• Jeremy Copp, comScore • Tarun Nimmagadda, Mutual Mobile
• Igor Sarenac, Convergys • Nick Brown, SAP
• Caroline Noublanche, Doro • José Luis Gamo, Telefónica Multinational Solutions
• Pat McCarthy, Ericsson
• Miguel Carrero, HP
• Naveen Tewari, InMobi
• Bob Burgoyne, TNS


High-Growth Mobile Tech Investment:
Networking Break
15:30 – 16:00 From Start-Ups to IPOs
16:00 – 17:30
Health: Innovating for Global Health
Despite the global economic issues, or perhaps as a consequence of
16:00 – 17:30 them, the mobile technology industry has been a rising star in the
investment community. Capital is abundant and the marketplace
Bringing together the traditionally fast-moving mobile industry for venture capital and private equity firms is a very competitive
and the traditionally slow-moving health field was always going one, even showing signs of saturation.
to provide a fertile ground for innovation. The frontier between
mobile and health is peppered with opportunities to make a But unlike capital, good opportunities are not abundant and
massive difference to the lives of many people very quickly. finding the right companies to invest is what dictates successful.
As investors look for the next home run in terms of returns, they
But innovating for health is not necessarily an easy way to make
also need to understand that this is a very risky business, where
a living. The diversity of the mobile and health industries means
mortality rate is very high. In this context, the role of incubators
that, whilst there are many opportunities, there are also many
and accelerators is critical in order to identify and seed early stage
challenges. Regulation, privacy concerns, questions surrounding
start-ups, providing business guidance, vision and getting them
funding and revenue models – both industries still have much to
‘pitch-ready’, in an inversion of the regular ‘entrepreneur seeking
address to capitalise on the exciting new ideas emerging from the
funding’ story.
intersection of mobile and health.

Speakers in this session will take a look at what’s new and what’s On the other side of the spectrum, big companies need to seek
coming through in mobile health. Innovators will showcase the funding via M&A, IPOs or other financing tools in order to expand
future of health, from new uses for standard mobile tech to new and realise their strategies, as keeping the competitive edge in an
devices with the potential to revolutionise the field, and will ask innovation-centric industry is very expensive. This session will bring
what makes an enabling environment for mobile health innovation. together key players in this value chain to discuss the current state
of mind in the investment community when it comes to mobile
MODERATOR: tech start-ups, from venture capital, private equity, accelerators,
Dan Shey, ABI Research entrepreneurs and large corporations.

SPEAKERS INCLUDE: MODERATOR:
• Ben Chodor, Happtique Laureen Cook, IFC
• Marcus Sigurdsson, McCann Health
• Benjamin Sarda, Orange Healthcare SPEAKERS INCLUDE:
• Rick Valencia, Qualcomm Life • Sean Park, Anthemis Group
• Arjen Swank, Text To Change • John Malloy, Blue Run Ventures
• Timothy Lee, Sequoia Capital
• Jon Bradford, Springboard
• Tracy Isacke, Telefónica Digital



QoE: Enriching the User Experience, Speakers will include representatives from across the mobile
ecosystem and retailers from different high growth verticals who
Enriching the Operator?
will provide an overview on the opportunities and challenges in the
16:00 – 17:30 retail space and showcasing the latest mobile innovations.

The mobile user’s overall Quality of Experience has never been MODERATOR:
more important to operators or as tricky to measure and manage. David Gosen, Nielsen
Network-oriented measures of QoS are being superseded by
SPEAKERS INCLUDE:
more holistic ways of understanding the user’s expectations and
• Danielle Lee, AT&T
experience interacting with the operator and its services.
• Ambarish Mitra, Blippar
Throwing more bandwidth at users is no longer an option: unless • Marcelo Claure, Brightstar Corporation
operators improve the whole user experience other players will • Steve Yankovich, eBay Mobile
continue to pressure operators. • David Katz, Groupon
• Ercan Kilic, GS-1
This session will provide practical ideas and coordinated approaches
• Benjamin Burghardt, METRO Group
allowing operators to measure, improve and profit from users’ QoE
• Sandra Alzetta, Visa Europe
throughout the customer lifecycle.

MODERATOR:
Vladimir Dimitroff, Prism Consulting Networking Break
SPEAKERS INCLUDE: 17:30 – 18:00
• Andy Holcombe, Comverse
• Poppy Crum, Dolby Laboratories Mobile World Live Keynote
• David Edmondson, eRecycling Corps
• Philippe Leon, HP 18:00 – 18:45
• Khalid Attia, Huawei
• Noah Chancellor, STC
• Cayetano Carbajo, Telefónica
• David Ffoulkes-Jones, WDS

Retail Therapy: Enhancing the Shopping
Experience through Mobile
16:00 – 17:30
This session will examine the latest uses of mobile technology in the
retail environment.

From customer engagement on-device and online to driving
footfall and innovation in-store, mobile is revolutionising the
retail experience. Over 90 minutes the true impact of mobile will
be tracked through its entire lifecycle supported by case study
presentations and live demonstrations.


Keynote 7:
Networking Break
Mobile as a Platform for Innovation 11:00 – 11:30
09:30 – 11:00
Technology Evolution: Network Operations
Mobile technology has proven itself to be a remarkable platform
for innovation, with smartphones now the dominant computing for Optimal Service Delivery
platform. In the final keynote of the 2013 Mobile World Congress, Developed in conjunction with
pioneers of the new digital revolution will share their insights and
experiences on what it takes to become a successful innovator in
the mobile space.

Axel Dauchez 11:30 – 13:00
CEO
Deezer Providing a superior customer experience will be one of the main
objectives for operators in coming years. They will need to enhance
the end-to-end quality of service provided by their networks
Dennis Crowley while increasing network capacity. This goes hand in hand with
Founder & CEO optimised, converged operations to improve the cost base, service
Foursquare
time-to-market and overall flexibility.

This session will give insights into how to measure end-to-end QoS
Marc Dillon (Quality of Service) and to identify the main parameters impacting
CEO customer experience. Furthermore, industry leaders will introduce
Jolla
the latest methods to operate future networks efficiently and will
present initiatives to define requirements for unified operations
standards.

MODERATOR:
Video Highlight
Claude Achcar, Actel Consulting

SPEAKERS INCLUDE:
• Rati Thanawala, Alcatel-Lucent
• Pawel Lopata, Comarch
• Craig Farrell, IBM
• Jae Woan Byun, NGMN
• Mark Cummings, Orchestral Networks
• Jinsung Choi, SKT
• Joachim Horn, Tele2
• Juan Manuel Caro, Telefónica
Dennis Crowley, Foursquare,
Speaking at MWC 2012



Future of the Home:
Battle for the Consumer
11:30 – 13:00
Serving ‘the connected home’ is seen by many as a great opportunity
to expand their share of consumers’ wallets. Sectors as diverse as
entertainment, fixed and mobile telecoms, utilities, healthcare,
consumer electronics and home automation all have their sights
set on delivering a better experience in the home.

Moreover, each sector has the opportunity to secure share of
wallet at others’ expense, creating a potential battle. However,
many companies and industries are only approaching a piece of the
puzzle, expanding their influence into multi-screen entertainment,
Mobile Money: for example, or heat and lighting controls.
Navigating the Mobile Wallets Landscape To date, the one thing that unifies them all is the potential to use
tablets or smartphones to access and control objects or services
11:30 – 13:00 remotely. Big questions remain, however: does anybody have the
Mobile wallets, which enable payments and other transactions, are vision and influence to deliver a truly comprehensive ‘connected
one of the most frequently talked-about technologies of the mobile home’ offering? And, if so, where is the mobile opportunity in all
age. Banks, credit card companies, mobile operators, payment this? Find out in this session.
providers, retailers and technology vendors are rolling out mobile
MODERATOR:
wallet solutions en masse, but despite their apparent popularity,
Janice Hughes, Redshift Strategy Consulting
consumer adoption of mobile wallets remains low. While more
information would seem the obvious solution to drive usage SPEAKERS INCLUDE:
of mobile wallets, in this fast-changing market, consumers are • Kevin Petersen, AT&T
looking for quick, intuitive services without the need for education. • Raffaele de Peppe, DLNA
If mobile wallets are to become more pervasive, communicating • Mark Curtis, Fjord
the value proposition to consumers is key – the providers that offer • Patrice Slupowski, Orange
the strongest value propositions will be the likely winners in this • Bart Vercammen, Technicolor
market. • Weijun Lee, ZTE USA
This session aims to provide an overview of the mobile wallets
landscape and the critical success factors. It will also consider how
to drive consumer usage, or indeed whether mobile wallets are
presenting a solution to a problem whose time has not yet come.

MODERATOR:
Eden Zoller, Ovum

SPEAKERS INCLUDE:
• Marco Quatorze, America Movil
• Naveed Sultan, Citi Transaction Services
• Peter Hazlehurst, Google Wallet
• Ed McLaughlin, MasterCard
• Hill Ferguson, PayPal
• Emre Sayin, Turkcell


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Brochure Mobile World Congress 2013

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