MWC Ebrochure 110127

The mobile industry is undergoing a continuous transformation.
The word mobile used to mean a small phone that allowed someone to place calls without wires. Today, 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. Mobile phones allow the unbanked to send money and can help diagnose illnesses of people in remote locations. Mobile devices are able to do more than anyone thought was possible, yet weve only begun to tap into its potential. In short, mobile is transforming our lives. At Mobile World Congress 2011: 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 1,300 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 by this stimulating programme. We will recognise the industrys greatest achievements, new technologies, innovative devices and ideas through the 16th Annual Global Mobile Awards. More than 50,000 attendees will gather to meet, connect, network, and share ideas. One of our attendees will have the spark of an idea that will revolutionise tomorrow. Most importantly, at Mobile World Congress 2011, we are Leading the Transformation. Be there to be part of it.
Table of Contents
Choose Your Pass Conference Agenda at a Glance Conference Programme Day 1 Day 2 Day 3 Day 4 Focus on Verticals The GSMA Ministerial Programme Exhibition Congress Enhancements App Planet App Planet Partners Global Mobile Awards Congress Party & Awards Celebration GSMA Seminars Exhibitor & Sponsor Opportunities My MWC 2011 Sponsors 2011 Partners Airfare & Accommodation Registration Information City Information 4 6 7 11 17 22 26 27 28 29 31 39 40 41 43 46 47 48 49 50 51 52
Choose Your Pass
Get the latest information at www.mobileworldcongress.com
Choose Your Pass

Weve added even more value to Mobile World Congress passes this year. One of the ways weve done this is through our expanded networking opportunities for our Gold and Platinum Pass holders.
VIP Networking Lounge

Once again, were bringing an elite lounge atmosphere to the centre of Mobile World Congress! Included in the Platinum and Gold Passes, the VIP Networking Lounge will offer you an ideal place for conversing with fellow industry leaders. Whether you want to make connections with attendees, simply want a place to sit quietly or to catch up with the office back home, youll find a spot in the VIP Networking Lounge to do so. Amenities include: Complimentary beverages, including a selection of beer, wine and light refreshments Access to complimentary wireless Internet connections, computer workstations, printing and photocopying services Comfortable seating groups to accommodate casual meetings; enclosed meeting rooms for more formal or private meetings Meeting rooms may be booked upon arrival. (Note: meeting rooms are complimentary for Platinum Pass holders and available to Gold Pass holders for a nominal fee.)
Upgrade Your Pass any time!

If you wish to upgrade your pass, you will only pay the difference between the listed pass prices. Upgrade an Exhibition Visitor Pass to a Silver Pass for 1,450, or a Silver Pass to a Gold Pass for just 600! Save time onsite and upgrade before you arrive by logging on to the registration system at any time.
Tip!
Throughout this brochure, look for the Pass Icons shown below to help you identify which activities are included in your chosen pass!
The Platinum Experience

The Platinum Experience at Mobile World Congress offers an exclusive experience for our most distinguished attendees. Whether youre looking for outstanding networking opportunities or simply firstclass treatment, the Platinum Experience is for you! The Networking Opportunities and Hospitality Benefits of the Platinum Experience include: Mingle with industry leaders and other Platinum Pass holders at an elite, private networking reception Enjoy one of Barcelonas finest restaurants and grow your business during an exclusive networking dinner with industry insiders Preferred, reserved seating areas at conference keynote sessions Access to the VIP Networking Lounge, where industry leaders gather to meet, network and advance their businesses A special My MWC community just for our Platinum Pass holders so you can begin networking before the event and stay in touch afterwards Expedited registration queues exclusively for our Platinum Pass holders
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Conference Agenda at a Glance

Conference Agenda as of 26 January. Visit www.mobileworldcongress.com for current agenda information.
Conference Programme Conference Programme
DAY 1
Monday, 14 February 2011

concerns may hinder the upload of such results to physicians or hospitals, consumers have access to applications that allow them to store and compare their own data by wirelessly uploading data to their smartphones. This session will discuss how mWellness can make a difference in peoples lives, whether from the use of mobile diagnosis applications or SMS-based reminders established by hospitals to patients whose wellbeing depends on simple medication intake. Moderator: Tom Wheeler, mHealth Alliance Speakers Include: Lisa Mitnick, Accenture Kazi Islam, Grameenphone Clint McClellan, Qualcomm Ling Wang, The Bill & Melinda Gates Foundation
Conference Sessions
Can mHealth Become a Profitable Business? How and When?

09:00 10:30
In theory, there are several ways of developing mobile health into a profitable business. But with healthcare costs increasing all over the world, the difficulties become clear when the stakeholders of this long value chain come together to discuss pressing issues such as reimbursement rates, data privacy, regulation, as well as determining who pays whom. Mobile operators have recently joined this puzzle and they have a critical role to play, not only as connectivity providers, but also as the reaching arm that allows patients to be connected and accessible; increasing effectiveness and decreasing the costs of treatments. This session will bring to light the latest business developments in the mobile health area from the business point of view, discussing the importance of involving the entire ecosystem in order to make this business work throughout its complex value chain. Moderator: Jonathan Anscombe, A.T. Kearney Speakers Include: Prof Krishnan Ganapathy, Apollo Hospitals Christopher Hill, AT&T Jos Perdomo, Telefnica
A Glimpse into the Future Business and Technology of mHealth

14:00 15:30
What will the market for mobile healthcare look like in five years? Will mobile health have developed into a fully sustainable business with its own set of rules and ecosystem? Will the key stakeholders find common ground and work together in a way that is both profitable for the industry and beneficial for society? What ground-breaking technological innovations will be revealed? This session will look into the future of mobile health from both economical and technological standpoints. Moderator: Chuck Parker, Continua Health Alliance Speakers Include: Harry Kim, HP Alessio Ascari, McKinsey Lisa Ellis, McKinsey Lyse Brillouet, Orange Healthcare
mWellness: Remote Monitoring and Preventative Care

11:00 12:30
One of the key benefits of delivering healthcare services through mobile telephony is the possibility of moving some minor day-to-day general wellness activities away from doctors and into the hands of the patient. Most illnesses need constant monitoring by specialists, either onsite or remotely. But to an individual that only needs a low level of monitoring, the option of self-monitoring indicators like body fat, weight, blood pressure, cholesterol, and heart rate can be extremely useful and cost efficient. While privacy
Conference Agenda as of 26 January. All sessions take place in Hall 5.
Conference Programme
DAY 1
Business Services Symposium

Jointly developed with
Driving Innovation Across the Business

Moderator: Rob Rich, TM Forum Speakers Include: Ron Reddick, Cell C Marc Rotthier, Hewlett Packard Paul Quarterman, Huawei Fernando Reymundo, KPN Spain Lucas Skoczkowski, Redknee Anuj Kapur, Telcordia Technologies Yogesh Malik, Uninor
09:00 15:30
In todays ultra-competitive market, a new kind of service provider is emerging. Transformation now goes a long way beyond the major network investments of the past decade, encompassing every aspect of the operator business. Innovation, partnerships, creative business models and the customer experience are more than just the latest buzzwords they are the keys to future growth. The Business Services Symposium will examine the changing role of the operator while discussing how the definition of traditional BSS and the services they support is changing, as well as the reasons why the operators business today must focus on its most vital asset the customer. Key focus areas will include: Delivering flexible, innovative services and business models Embedding flexibility and responsiveness within all facets of the business Gearing up for high-speed time-to-market strategies Understanding the critical role of standards in the transformed marketplace
Managing Applications and Enriching the User Experience

Moderator: Tony Poulos, TM Forum Speakers Include: Johanne Mayer, Alcatel-Lucent Drew Bamford, HTC Denis Kennelly, IBM Tivoli Scott Seaborn, Ogilvy Antonio Cruz, Portugal Telecom Mara Arnzazu Toro Escudero, Telefnica David Erixon, Yota Mike Galvin, BT
Transformation
Moderator: Rob Rich, TM Forum Speakers Include: Eli Gelman, Amdocs James Doyle, Arantech Mike Galvin, BT Igor Sarenac, Convergys Dave Dobbin, Mobilicity David Thodey, Telstra Milan Hain, T-Mobile Slovensko David Erixon, Yota
These sessions are part of the MWC conference and are not included as part of admission to App Planet or Exhibition Visitor Passes. To attend these sessions, you must hold a Silver, Gold or Platinum Pass.
Conference Programme Conference Programme
DAY 1
09:00 10:30
App Planet Forum
Making Apps Smarter

11:00 12:30
Are apps smart enough? Most of todays mobile apps work the same way no matter who is using them or in what context. The only snippets of contextual information widely used by mobile apps are location and device type. However, apps could be customised on-the-fly according to the gender, age, social network or connection speed of the person using them. Moreover, apps could interact more with other apps to give the user a more personalised and relevant experience. This session will explore the potential benefits of using contextual information to customise apps in real-time, as well as obstacles such as the availability of APIs and privacy concerns. It will also debate whether mobile operators, the major social networks or other entities are best placed to act as trusted intermediaries for the kind of contextual information that would make apps more relevant and attractive to advertisers. Moderator: David Pringle, Freelance Media Relations Consultant and Commentator Speakers Include: Dennis Crowley, Foursquare Rob Jonas, InMobi Colm Healy, Qualcomm Mike Kirkup, Research In Motion Alex Musil, Shazam James Parton, Telefnica
Making Apps Profitable

With most mobile apps generating thousands, rather than tens of thousands, of dollars in revenue, writing codes can feel like a hobby rather than a career. This can be an expensive hobby as developers are faced with the cost of supporting apps across an expanding array of OS platforms and device form factors. However, there are some signs that the apps ecosystem is now becoming more commercially astute as device manufacturers and mobile operators expand the monetisation options to developers. This session will examine the consumers willingness to pay for apps, as well as the pros and cons of the many different business models and technology platforms developers can use. It will also consider the costs of developing apps on each of the platforms, the size of the potential market and the scope for differentiation. Session participants will also debate how many platforms a developer should support and whether the arrival of HTML5-enabled web apps is a game changer. Moderator: Mike Butcher, TechCrunch EU Speakers Include: Ben Forta, Adobe Vincent Hoogsteder, Distimo Ivan Farneti, Doughty Hanson Ilja Laurs, GetJar Joe Hayashi, HP Walter Delph, News Corp Mikael Hed, Rovio Lee Epting, Vodafone Peters Suh, WAC
DAY 1
14:00 15:30

Mobile World Live Keynotes 16:00 16:45
KEYNOTE SPEAKER: Steve Ballmer
CEO Microsoft
App Planet Forum
Taking Apps to the Mass Market

Despite all the hype, most people still dont have smartphones and dont use mobile apps. Although apps, mostly in the form of Java-based games, have long been available for feature phones, they have often been undermined by incompatibility problems and other technical issues. Mobile money transfers, weather forecasts and other value-added services from mobile operators and others are gaining traction in Africa and developing Asia, but they typically use SMS and USSD technologies and have limited functionality. This session will explore whether app developers should pursue the billions of feature phone users worldwide or focus just on the fast-growing base of smartphone owners. After all the bad press around WAP and GPRS, it will also debate whether the average consumer trusts mobile data services and tariff plans enough to make use of apps. What happens when people want to complain? Should mobile operators, with their extensive retail stores and call centres, take on a customer services role? In the cash-strapped developing world, apps will likely need flexible business models that use variable pricing to be widely-affordable and make best use of limited network capacity. Moderator: Caroline Lewko, WIP Speakers Include: Marco Quatorze, Amrica Mvil Mark Curtis, Flirtomatic Jim Eadie, MTV Networks Mary McDowell, Nokia Yves Maitre, Orange Danilo Mojica, Smart Communications
17:00 17:45
KEYNOTE SPEAKER: Dick Costolo

CEO Twitter
Click to View a Keynote Highlight from MWC09

Steve Ballmer, CEO, Microsoft
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DAY 2
Keynote 1 09:00 11:00
Tuesday, 15 February 2011

KEYNOTE SPEAKERS: Daniel Hajj
CEO Amrica Mvil
View from the Top

In this keynote session, the CEOs of the worlds largest mobile operators share their insights on the current state of the mobile industry and discuss the trends and issues that will shape the next decade. What are the growth strategies these mobile giants are employing to not only maintain their leadership, but to expand their business even further? As the number of mobile connections worldwide continues to steadily climb and mobile network traffic explodes, how are operators dealing with new burdens on network infrastructure and the implications for established business models? In a rapidly evolving market filled with traditional and non-traditional competitors, how can operators ensure their central role in the mobile value chain? This wideranging session will address these pressing topics, among many others.
Randall Stephenson
Chairman, CEO & President AT&T Inc.
Wang Jianzhou
Chairman China Mobile
Csar Alierta
Executive Chairman & CEO Telefnica
OPENING KEYNOTE SPEAKER: Robert G Conway

CEO and Member of the Board GSMA
Vittorio Colao
Chief Executive Vodafone
MODERATOR:
Franco Bernab, CEO, Telecom Italia & Chairman of the Board, GSMA
Introducing Franco Bernab, Chairman of the GSMA

Franco Bernab, Chief Executive Officer of Telecom Italia, became the Chairman of the GSMA in January 2011. As Chairman, he will help oversee the strategic direction of the GSMA, which represents nearly 800 of the worlds mobile operators, as well as more than 200 companies in the broader mobile ecosystem. Mr. Bernab has served as CEO of Telecom Italia since December 2007. Previously, he held a number of executive positions, including a previous mandate as CEO of Telecom Italia; Chairman and Founder of FB Group, an investment company active in the areas of financial advisory and ICT; KEYNOTE SPEAKERS: Vice Chairman of Rothschild Europe; and CEO of ENI. He has served on the boards of several major international companies, and is currently a member of the board of PetroChina; he is also Co-Chairman of the Italy Brasil Business Council, and Vice Chairman of the Rome Industrialist and Enterprises Association with special duties for innovation and broadband. Mr. Bernab earned a degree in Economics and Political Science from the University of Turin, and started his professional career in 1976 as senior economist in the Economics and Statistics Department of OCSE in Paris.
11
DAY 2
Keynote 2 11:15 13:15

Conference Sessions
The Power of Applications

Mobile applications are at the heart of a flourishing ecosystem, forever altering the traditional value chain, forcing established players to answer questions never before asked, to deal with challenges never before faced. They are reshaping this industry and they are here to stay! In this session, CEOs of leading communications companies will discuss the far-reaching impact of mobile applications on their businesses, with a particular emphasis on how this phenomenon can become a powerful revenue generator for participants across the ecosystem.
Mobile Advertising: Integrating Mobile into a Broader Advertising Campaign

14:00 15:30
Rather than viewing the third screen in isolation, many advertisers are looking to combine the interactivity and personalisation of mobile with the brand-building strengths of other media into one coordinated campaign. While many telecom companies now offer their customers a quad-play package of mobile and voice telephony, broadband and television, has there been enough service integration to create a single and appealing proposition for advertisers? In other words, does a mobile campaign make radio, print, outdoor and TV advertisements more valuable? While it is now commonplace for billboards and television commercials to call on viewers to send a text to a short code, the growing popularity of location-based social networking services opens up the possibility of combining the mobile medium and the physical world in much more sophisticated ways. This session will explore the customer relationship management role that mobile can play as part of a broader advertising campaign and the mobile operator business transition from communications services to a more holistic client service model. Moderator: Gerd Leonhard, The Futures Agency Speakers Include: Matt Hull, AT&T John Hadl, Brand in Hand Michael Roth, IPG Scott Seaborn, Ogilvy Gerd Leonhard, The Futures Agency Jay Altschuler, Unilever
MODERATOR:
Rajeev Chand, Managing Director, Senior Equity Research Analyst Wireless, Rutberg & Company
KEYNOTE SPEAKERS: Hans Vestberg

President & CEO Ericsson
Peter Chou
CEO HTC
Jack Dorsey
CEO Square
Sir Martin Sorrell

Chief Executive WPP
12
Conference Conference Programme Programme
DAY 2
14:00 15:30
Mobile Enterprise
Not too long ago the term enterprise mobility referred to a couple of professionals who used their cell phones and/or any sort of unconnected handheld device to get things done remotely. They were usually responsible for field work such as consulting, sales, O&M or customer relationship, commonly known as road warriors. But those years are gone and enterprise mobility now presents itself as a pervasive and ubiquitous mesh of software, middleware and hardware requiring seamless integration, state-of-the-art user interface and pristine security. Companies around the globe are compelled to find ways to cope with an increasingly remote workforce while at the same time protecting the digital information flow that can be stored anywhere in the cloud. On the other hand, employees hooked on enterprise-provided smartphones are reaching higher levels of productivity with 24x7 availability, but also seek to balance work with their personal lifestyle ideally using the same handset which puts even more pressure on their companys IT department. This session will discuss the key challenges enterprises face when dealing with a demanding but increasingly productive workforce, as well as what the supply side (operators, equipment vendors, software integrators, etc) has been doing to address these challenges. Moderator: Mark Winther, IDC Speakers Include: Paul Bloom, IBM Mike Gallagher, SpiderCloud Wireless Dr Raj Nathan, Sybase Rene Schuster, Telefnica O2 Germany Paul Strong, VMware
Social Networking: Social Goes Mobile

14:00 15:30
The rise in social media accessed via mobile phones continues at a dramatic rate. Last year, Facebooks total mobile audience rose by 110% while Twitters network grew three times as much, over 340%. It is clear that the unique attributes of mobile communication are not only favoured by the consumer; social networks are also acknowledging and exploring a move towards integrating some of these attributes into their consumer experience. In this session, representatives from operators, social networks and device manufacturers will explore the different elements of a true mobile social network: from personalisation and location to operating systems and the impact of the smartphone, as well as share their thoughts on where social mobile will go next. Moderator: Ralph Simon, MEF Americas Speakers Include: Antony Beswick, Ericsson Holger Luedorf, foursquare Adam Nash, LinkedIn Mikhail Gerchuk, MTS Tyler Lessard, RIM Tony Holcombe, Syniverse Kevin Thau, Twitter
13
DAY 2

Bruce Peterson, Velocent Systems Chris Neisinger, Verizon Livio Borgogno, Vodafone
Conference Sessions
Network Breaking Point

While social networking and video streaming explode on networks and consumers use their mobile device as they would their PC, there is a struggle for operators to keep up with the demand and prevent churn. With the expected capacity crunch looming, solutions to the problem have met with mixed reactions. Some operators have announced the end to all-you-caneat data plans, others offer a free femtocell, and still others believe the flexibility offered by policy solutions is the way forward. On the horizon is LTE. Marketed as the data congestion cure, how far will it go to solving the capacity crunch? This two-part session will look at the range of technologies available to operators to future-proof their networks and ride the data tsunami.
Networking GSMA GlobalBreak Mobile Awards Ceremony 15:45 17:15, Auditorium 1

Following the success of last years two-part ceremony we will once again present the Global Mobile Awards within the conference programme. With British TV and radio presenter Jonathan Ross as host, we will present the majority of awards during this afternoon ceremony in Hall 5. For more information on the ceremony, please turn to page 40. Entry for the Global Mobile Awards has now closed a shortlist of finalists is available at www.globalmobileawards.com.
14:00 15:30
Moderator: Keith Mallinson, WiseHarbor Speakers Include: Kristin Rinne, AT&T Cameron Rejali, BT Shailesh Shukla, Cisco Mikael Bck, Ericsson Stephen Mallinson, ip.access Steve Shaw, Kineto Wireless Selina Lo, Ruckus Wireless Hugh Bradlow, Telstra Josh Lonn, T-Mobile USA
Mobile Advertising: How Effective is Multimedia Mobile Advertising?

16:00 17:30
The mobile medium should now be able to offer advertisers the best of all worlds. The global mobile industrys transition from voice and text to multimedia is opening up opportunities to enhance mobile advertisings established strengths. Although mobile advertising is now used by many of the worlds biggest brands, the third screen still accounts for just a very small share of the global spend on advertising and some agencies continue to be skeptical about mobiles effectiveness. While the capabilities (and limitations) of conventional mobile advertising formats, such as SMS and banner advertising, are now well understood, the jury is still out on the effectiveness of multimedia mobile advertising. This session will consider whether the mobile advertising medium is still being undermined by privacy concerns, technical issues or other obstacles, while gauging the progress of mobile multimedia towards meeting advertisers goals without irritating or upsetting consumers. Moderator: Thomas Husson, Forrester Research Speakers Include: Louis Gump, CNN Mobile Tom Hume, Future Platforms Adam Smith, Group M Alex Linde, Yahoo!
16:00 17:30
Moderator: Keith Mallinson, WiseHarbor Speakers Include: Chris Seal, 3UK Gabrielle Gauthey, Alcatel-Lucent Chris Koopmans, Bytemobile Inc. Joe Mele, Dialogic Media Labs Kay Johansson, MobiTV Michael Luna, SEVEN Networks Inc. Marjan Tusek, SiMobil Mathew Oommen, Sprint Susie Kim Riley, Tekelec Dr Stefan Rugel, Telefnica O2 Germany Marc Tordoff, Telefnica O2 UK
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DAY 2
16:00 17:30
Conference Sessions
Consumers in the Cloud

As mobile broadband continues to transform the digital landscape, the reach of service providers and content developers continues to grow. This presents mobile network operators with the dual threat of increased traffic and overthe-top services while relegating them to a secondary status in the value chain. Mobile cloud computing, however, presents operators with an opportunity to firmly reinsert themselves into the centre of this expanded value chain by providing any service to any device and breaking free from the challenges presented by the proliferation of devices, operating systems and applications. Early adopters such as the enterprise segment are already benefiting from such an approach and are providing a range of fascinating case studies to further develop the operating and business models for mobile cloud computing. The next challenge for mobile network operators and their partners will be to deliver these services on a wider scale, with a portfolio of offerings aimed at the mass consumer market. This session will examine the available opportunities for the players involved, as well as the impact cloud computing will have on existing mass market mobile services. Moderator: Windsor Holden, Juniper Research Speakers Include: Fabrizio Capobianco, Funambol David Bernstein, Huawei Tony Mestres, Microsoft
Augmented Reality: Is Reality Ready to be Augmented?

16:00 17:30
By superimposing filtered information about our immediate surroundings on the displays of our handsets, augmented reality services promise to browse the world. But does augmented reality software really deliver a compelling local search service or is it a case of technology-for-the-sakeof-technology? Would it actually be more practical to use another interface such as an interactive digital map to check out your local surroundings? This session will explore whether mobile technology is advanced enough to make augmented reality, which often makes use of sophisticated software and lots of processing power in the cloud, compelling. Are device connectivity and battery life sufficient to add three-dimensional, lifelike images into the real-world, so that a gamer could do battle with a virtual dragon in the street, for example? If it does thrive, will augmented reality be driven by large, established web companies and handset vendors, or will we see start-ups leading the development of this market? Moderator: Christine Perey, Spime Wrangler Speakers Include: Philipp Schloter, ABUKAI Raimo Van der Klein, Layar Jeremy Kreitler, Lonely Planet Peter Meier, metaio Nagraj Kashyap, Qualcomm David Marimon, Telefnica
15
DAY 2
17:45 18:30

Congress Party & Awards Celebration Networking Break
Mobile World Live Keynote

KEYNOTE SPEAKER: Eric Schmidt
Chairman & CEO Google
19:45 onwards, National Palace in Montjuc

Join in the celebration at the weeks best networking party! This event will provide attendees with fantastic networking opportunities including the chance to connect with key mobile leaders while enjoying entertainment by AwardWinning Singer Duffy, Internationally Acclaimed Indie Rock Band Metric and our host, Jonathan Ross. It is the perfect venue to entertain clients and prospective business partners. Take advantage of this opportunity to build and expand your network as you converse with your fellow attendees in a fun, informal setting. This event is included in the Platinum Pass and can be added to all other pass types for a nominal fee. See page 41 for more information.

Eric Schmidt, Chairman & CEO, Google
16
DAY 3
Keynote 3 09:00 10:30
Wednesday, 16 February 2011

Keynote 4
The Evolution of the Mobile Internet

The mobile Internet continues to grow at a staggering rate, and is set to overtake fixed line Internet use within the next few years. Boosted by faster mobile networks and increasingly sophisticated smartphones and connected devices, the mobile Internet is evolving towards a network of unprecedented reach and complexity, with implications for all within the ecosystem. How will the various players adapt their operating models to reflect this paradigm shift, and their business models to drive monetisation? As the scope of the mobile Internet expands, which adjacent industries will benefit and flourish in this new landscape? Finally, in the face of growing concern from the public and governments alike over privacy and security, how can industry players work together to proactively address the issues that exist today and prepare for the future? In this keynote, executives from some of the most innovative companies in the field will present their insights into these industry-shaping topics and share their vision for the future of the mobile Internet.
Connecting the Dots: A 360 View on Consumer Electronics

11:00 12:30
As Consumer Electronics (CE) devices throughout the home and workplace become enabled with wireless connectivity, a new frontier for mobile is unveiling. Exciting times are undoubtedly ahead for the CE industry, but the question remains: how can mobile operators and CE manufacturers best work together to deliver on the promise of a market where devices can be connected virtually anywhere in the world? What does it take to develop a truly compelling connected lifestyle device, from business model to actual service delivery? Perhaps lying at the heart of the business challenge for CE is the consumer experience. Keeping consumers inspired and engaged through intuitive products while managing millions, even billions, of connected devices, each with their own unique requirements, is a very real challenge, but not insurmountable. In this session, the companies leading the move to a truly connected world will discuss the critical issues that need to be addressed for this market to reach its true potential.
MODERATOR:
David Rowan, Editor, Wired UK
MODERATOR:
Ben Wood, Research Director, CCS Insight
KEYNOTE SPEAKERS: John Chambers

Chairman & CEO Cisco
KEYNOTE SPEAKERS: Stephen Elop

President & CEO Nokia
Paul Otellini
President & CEO Intel Corp
Ryuji Yamada
President & CEO NTT DOCOMO
Masayoshi Son
Chairman & CEO Softbank
Dr Paul Jacobs
Chairman & CEO Qualcomm
Carol Bartz
CEO Yahoo!
Jim Balsillie
Co-CEO RIM
17
DAY 3

Moderator: David Pringle, Media Relations Consultant Speakers Include: Pierre Geslot, France Telecom Group Michael Murphey, iVerse Media Peter Meier, metaio Juan Lopez-Valcarcel, Pearson PLC Mitch Lazar, TapTu
Conference Sessions
Mobile Advertising: Delivering Personalised Advertising and Protecting Privacy

14:00 15:30
Because the mobile medium is able to reach consumers wherever they are, it could be used to deliver relevant and personalised advertising, but only if consumers can be confident that their privacy isnt being compromised. There is a growing consensus that the best way to address privacy concerns is to give consumers complete control over the times and organisations able to access their personal information. Some experts believe that consumers should be given the opportunity to create multiple profiles that they can switch on and off as appropriate, ensuring that advertising linked to personal interests, for example, appear only when the person isnt at work. Moderator: Nancy Hill, 4As Speakers Include: Thomas Labarthe, Alcatel-Lucent Ian Carrington, Google Mihir Shah, Groupon Quentin George, Mediabrands Tanya Field, Telefnica O2
Mobile Innovation: a Vision of 2020

14:00 15:30
Back by popular demand, this visionary session will once again provide an insight into the mobile society and what it will provide in the future. This demo-rich session will highlight the trends set to transform the way we will communicate over the next 10 years, covering augmented reality, 3D devices, display technologies and more. Moderator: Roderick K. Randall, S1 Capital Partners Speakers Include: John Donovan, AT&T Kristian Ulrich Larsen, IDKUL Rich Green, Nokia Jan Uddenfeldt, Sony Ericsson Hampus Jakobsson, TAT
mPublishing: Bringing a New Dimension to Print

14:00 15:30
The arrival of the iPad and other media tablets has brought a renewed focus to the digital print industry and the growing segment of mPublishing. Though an established medium in Asia, mobile publishing is still an emerging enterprise in the West. The opportunities to create a robust market with sustainable revenues for our industry are great. This session will begin by exploring the business models behind mPublishing, the impact of advertising and argument of paid versus free content. We will also look into the role of the app within mobile media before concluding with demonstrations of augmented publishing and other state-ofthe-art mPublishing technologies.
Click to View the MWC Conference Preview Video
18
DAY 3
Conference Sessions
Strategies for Growth: Mergers & Acquisitions

14:00 15:30
As the telecoms industry continues to prove its leading role in the forefront of the new economic paradigm, it also evolves into a dynamic whirlwind of consolidation and growth. Key players are always looking for ways to increase their presence and leverage their assets in a battle to better position themselves when competitive advantage is achieved only by those who are able to match capital with ingenuity. This session will analyse recent M&A activities in the IT/ telecoms marketplace, while comparing key success factors, common pitfalls and best practices. Moderator: Mark Zawacki, Milestone Group Speakers Include: Jamal Jarwan, ETISALAT Richard Moat, Everything Everywhere Bhaskar Gorti, Oracle Ghassan Hasbani, STC
Regional Focus: Spotlight on the U.S.A.

14:00 15:30
The U.S. mobile market is renowned for its extreme competitiveness in pricing and as a test bed for hot new devices. Despite an approaching penetration rate of 100%, recent analysis reveals that the fourth quarter of 2009 saw 5.9 million net new subscribers signed up for wireless services the highest number of new adds made during a three-month period in three years. Despite the strain on networks, the battle for subscribers among carriers continues through a huge launch of new devices designed for a nation hooked on smart gadgets. But is the model sustainable in a world of declining voice revenues and increased data load? In a country where mobile operators depend on mobile data services and smart pricing to drive the communications market, what opportunities exist for remaining companies feeling the squeeze from device exclusivity? Whats the impact of unlimited offerings other companies can offer in the prepaid segment? By bringing together leading mobile innovators from across the United States, this session will look at the importance of content line-up, pricing, quality of service and customer care, while identifying the factors that will lead to success in the future. Moderator: Mike Dano, FierceWireless Speakers Include: Mark Collins, AT&T Ed Chao, MetroPCS Bob Azzi, Sprint John Horn, T-Mobile USA Bill Stone, Verizon Wireless
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DAY 3
Conference Sessions
Mobile Advertising: How to Make In-App Advertising Work

16:00 17:30
There appears to be significant resistance to in-app advertising among affluent consumers. Almost half of iPhone users, 40% of Blackberry users and 29% of Android users in the U.S. say they dont want to view advertising inside apps, according to an August 2010 survey by Nielsen. While immersed in what they are doing, app users clearly dont want to be diverted or distracted by advertising. Can the mobile ecosystem overcome this resistance by developing in-app advertising that is highly relevant, entertaining and works well within the context of the app being used? This session will explore how advertisers can get their message across and even initiate a sale without disrupting the in-app experience. It will also consider how to make best use of the features and functionality of each of the major app platforms and related advertising brokers, while also discovering whether these platforms offer advertisers enough flexibility and scope for creativity. Moderator: Daniel Rosen, AKQA Mobile Speakers Include: Zohar Levkovitz, Amobee Vanessa Colella, Citigroup Tom Daly, Coca-Cola Rikard Steiber, Google James Hilton, M&C Saatchi Mobile
Mobile TV: Moving from a LastResort to Must-See TV

16:00 17:30
The mobile TV opportunity is rising up once more. Now that networks are super fast and handsets are super powerful, is the mobile TV proposition more attractive than in the past? Can mobile TV move to becoming a must-see medium from a last-resort one? During this session, speakers representing all of the players in the mobile TV space will discuss formats, revenues and media as we look at the potential for Mobile TV in 2011. Moderator: Paul Lee, Deloitte Speakers Include: Simon Shaps, A Brand Apart TV/Ignite Productions Ralph Rivera, BBC Alejandro Romero, MTV Networks Mark Selby, Nokia Benot Graves, Orange
Strategies for Growth: Mobile Internet in a World of Innovation, Investment & Return
16:00 17:30
This session will feature venture capital-focused panel discussions about investment opportunities in the telecom and Internet spaces, discussing how to identify and fund high-growth ventures, as well as the flow of capital between internet companies and operators. Moderator: Robert Marcus, QuantumWave Capital Speakers Include: John Malloy, BlueRun Ventures Stephen Dunbar-Johnson, International Herald Tribune Rob Coneybeer, Shasta Ventures Jean Schmitt, Sofinnova Partners
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DAY 3

Dr Paul Jacobs, Chairman & CEO, Qualcomm
Conference Sessions
Strategies for Wholesale: The New Face of the MVNO Business Model
16:00 17:30
In an attempt to overcome churn and drive profitability, Mobile Virtual Network Operators (MVNOs) are moving away from the no-frills proposition of SIM-based prepaid voice and SMS services. Many now offer a wider range of telecoms services including 3G-based content and data services, and are increasingly looking for opportunities to build profitability in their highly competitive markets. The expansion of service offerings, though, brings new complexities to both the customer and the wholesale provider relationship. In this session speakers will share their vision on the future of the MVNO business models and look at the next phase of industry players to enter this space. Moderator: Camille Mendler, Informa Telecoms & Media Speakers Include: Peter Hoffmann, Deutsche Telekom AG Mikkel Vinter, FRiENDi Group Mats Granryd, Tele2 AB Virginia Corts, Telefonica International Wholesale Service Frank Boulben, LightSquared Ashish Chowdhary, Nokia Siemens Networks Marc Overton, Orange UK
Mobile Devices: Its Whats Inside that Counts

16:00 17:30
Form factors will always be relevant when it comes to mobile devices. Look and feel still goes a long way in consumer preferences, so one can rest assured that innovative handsets will keep coming in the foreseeable future. But as mobile devices become the core of a fully mobile lifestyle, accessing nearly all relevant information within a couple of clicks or taps, the real importance of these exciting pieces of equipment lies outside our field of vision: its operating systems, processing abilities and storage capacity. This session will discuss key trends for mobile devices from both hardware and software perspectives. It will also examine how innovative form factors such as tablets enable our handsets to become increasingly powerful ultra-personal computers. Moderator: Carolina Milanesi, Gartner Speakers Include: Robert Stephens, Best Buy Florian Seiche, HTC Anand Chandrasekher, Intel Julien-David Nitlech, Orange Alan T. Panezic, RIM Rikko Sakaguchi, Sony Ericsson Mobile Communications
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Thursday, 17 February 2011
Network Technology Evolution

Jointly developed with
Launch Experiences, Deployment Strategies and the Way to Efficient Operations

11:30 12:30
The session will introduce first performance results, remaining challenges and successful deployment options from the initial rollout phase. It will demonstrate the achievements of the industry partners in making LTE commercially available as well as the variety of different network deployment and implementation scenarios. Moderator: Dan Warren, GSMA Speakers Include: Bill Huang, China Mobile Klaus-Juergen Krath, Deutsche Telekom Rmi Thomas, LSTI Board Seizo Onoe, NTT DoCoMo

09:30 11:00
With the first movers having successfully introduced LTE in 2010, the mobile industry now benefits from these experiences, as well as from the results of latest field trials and interoperability tests for the upcoming rise of LTE network launches in the coming years. In this full-day session, leading international operators and major vendors will give an insight into the status of recent deployments and network launches. Speakers will discuss challenges for efficient operations and the necessary technology developments uncovered on the way to delivering mass-market services, providing an outlook on high-priority matters like Voice over LTE (VoLTE), the impact of IP version 6 and many others. The keynote session will feature insights from some of the leading players highlighting experiences following the introduction and trial of LTE networks and future technology strategies. Remaining challenges and how they are being addressed in this essential phase, will also be discussed. In addition, keynote speakers will emphasise the opportunities that lie in future technology enhancements and in solutions to improve the overall operational efficiency. Moderator: Dr Peter Meissner, NGMN Speakers Include: Dr Jinsung Choi, LG Electronics Hossein Moiin, Nokia Siemens Networks Sandro Dionisi, Telecom Italia S.p.A Lindsay Notwell, Verizon Wireless
Services and Service Enablers for LTE

14:00 15:00
The session will give an overview on how LTE is ultimately enabling attractive new mobile broadband services while at the same time ensuring the support of voice and SMS services. After an introductory speech, representatives from both vendors infrastructure, handsets and devices and E2E solution providers and operators will discuss in a panel the solutions and deployment paths for voice / SMS services and service enablers in a future mobile broadband environment. Moderator: Diethard Buehler, Arthur D. Little Speakers Include: Thierry Maupil, Cisco Christian Daigneault, CSL Magnus Furustam, Ericsson Marcus Foster, Google Joonho Park, Samsung Reinhard Kreft, Vodafone Group
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DAY 4

Is the mobile industry really ready to connect high-def cameras to high-def televisions or would it make more commercial sense to offload this kind of traffic on to Wi-Fi? Moderator: Stuart Carlaw, ABI Research Speakers Include: Glenn Lurie, AT&T Scott Moore, Best Buy Mobile Tetsuzo Matsumoto, SoftBank Kristin Gillespie, Sony Mike Mulica, Synchronoss Peter Frans Pauwels, TomTom
Future Architecture, Technology and Application Enablers Roadmap

15:00 16:00
In the final session, international thought-leaders will present an outlook on their future LTE roadmap. Discussions will include: how innovative mobile network features and architectures ensure that the industry is achieving optimum performance from networks and how they will cope with the surging mobile data traffic. Furthermore, a comprehensive overview will be given on the imminent issue of the IPv6 migration and the associated architecture and design choices. Moderator: Diethard Buehler, Arthur D. Little Speakers Include: Vijay Perumbeti, AT&T Prof Hermann Eul, Infineon Ji Yungha, KT Enrico Salvatori, QCT Europe
Embedded Government: The Public Sector in 2011

11:30 12:30
Mobile communications has become a basic requirement for individuals throughout societies. As a result, its use across the public sector is now widespread. The use of mobile technology as a tool to connect with the mass population has been recognised by governments across the globe for a long time. In 2011, this technology is being used in more innovative ways to connect with the populace from presidential campaigns to public health announcements. During this session we will bring together academics, analysts, government professionals and key representatives of the mobile communications value chain to demonstrate how mobile technology is transforming the public sector and its activities, highlight the business opportunities and challenges for the mobile industry, and showcase the latest developments, ideas and applications within the field of mGovernment. Moderator: Professor Ibrahim Kushchu, Mobile Government Consortium Speakers Include: Ronald Wright Raffensperger, Huawei Sonpreet Bhatia, MyCityWay Jeff Bratcher, NTIA Emil Olbrich, NSIT Sreyya Ciliv, Turkcell
Conference Sessions
The Role of Mobile Connectivity in Consumer Electronics

09:30 11:00
As the cost of modem technology falls, AT&T, Verizon Wireless and other mobile operators are reporting a steady stream of new consumer electronics devices such as e-readers and tablet computers connecting to their networks. But is this rapid growth in mobile-enabled consumer electronics sustainable or even desirable? This session will take a pragmatic look at the business case for embedding modems into consumer electronics, asking whether the connectivity element should sometimes remain separate (in the form of a USB dongle, for example), so it can be upgraded as the mobile networks are upgraded. Moreover, do mobile operators really want the traffic that could be generated by consumer electronics devices such as camcorders, cameras and laptops draining their networks?
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DAY 4

provide compelling services to millions of road users, while exploring which companies have a role to play in a massmarket telematics value chain. Moderator: Dominique Bonte, ABI Research Speakers Include: Juhani Jskelinen, European Commission Macario Namie, Jasper Wireless Dr Stphane Petti, Orange Business Services Per Simonsen, Telenor Connexion ABz
Conference Sessions
Embedded Utilities: Realising our Potential

13:30 14:30
The benefits associated of pairing utilities and mobile communications range from improved productivity to a reduced environmental impact. As more markets and companies begin to move on this opportunity, the mobile industry needs to be involved to avoid a fractured system. This session will look in detail at the opportunities and challenges the mobile industry will need to overcome to benefit from embedded utilities, including spectrum allocation and the debate of public versus private back-haul networks. Case study presentations will highlight the successful mUtilities projects underway in Australia and Italy with the operator at the centre, while sector experts will outline the opportunity for the different links in the mobile value chain. Moderator: Caroline Gabriel, Rethink Wireless Speakers Include: Tony Jackson, Convergys Che Haiping, Huawei Baard Eilertsen, Maingate Robert Brunback, Telenor Connexion
Mobile Money: Mobile Strategies for Financial Institutions

09:30 11:00
As mobile operators take their services into previously unexplored territories like financial services, the need for wider ecosystem management becomes clear. Operators will find it more difficult to navigate through the complex maze of financial regulation and security guidelines on their own than if they work collaboratively with a banking partner. Banks have their own strategies and the recipe for success begins by aligning these strategies with those from the mobile world. Along with several other pressing aspects, the challenges of designing a profitable bank/mobile operator partnership will be examined in depth. Attendees will gain valuable insights on how to design a service that complies with regulation, works seamlessly through different platforms and provides a positive user experience while at the same time leveraging key network assets. This session will feature a mix of presentations, interviews and panel discussions with senior executives from the banking industry who are currently involved in the design and implementation of a mobile strategy. Moderator: Siki Mgabadeli, Anchor at SAFM Speakers Include: Mike Upton, Bank of America Andres Fontao, Bankinter Tomasz Smilowicz, Citibank John Staley, Equity Bank Kenya Teppo Paavola, Nokia S.C. Kalia, Union Bank of India
Embedded Autos: Making Telematics Mass-Market

15:00 16:00
So-called telematics systems, which use mobile connectivity to deliver safety and security services, are already commonplace in high-end cars, alerting emergency services in the event of an accident and tracking stolen vehicles. Now, the falling cost of mobile modules, combined with pressure from regulators, looks set to push telematics into the mass-market, opening up the prospect of millions of new mobile connections for operators. This session will explore what kind of motoring applications, beyond safety and security, telematics systems could be used to deliver, while considering potential business models for infotainment services such as Internet access, live traffic information, messaging and weather reports. We will also ask whether mobile coverage and capacity is sufficient to
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territory and bring in new elements like interest rates, risk assessment and credit history to the equation. This session will discuss the complexities of offering such services and will provide the point of view of several players in this game, from financial institutions and agents to mobile operators and regulators. Moderator: Siki Mgabadeli, SAFM Speakers Include: David Yates, Western Union Ron Hirson, BOKU Greg Reeve, Vodafone
Conference Sessions
Mobile Money: NFC Moving Beyond Payments

11:30 12:30
With global mobile subscriptions surpassing the five billion mark, the addressable market for mobile payments is far beyond the reach of traditional point-of-sale or remittances agents. This represents an opportunity not only for mobile operators but also for these same traditional players to explore the mobile channel and expand the coverage of their current offerings. Some of the most innovative players from mobile, Internet and software industries have been developing exciting new services in areas such as contactless payments, domestic and international money remittances and monetisation of mobile applications. This session will examine the latest services and trends of the mobile payments and transfers segment, providing an independently validated perspective into the key benefits these services bring to both consumers and industry players. Moderator: Nav Bains, GSMA Speakers Include: Anne Bouverot, France Telecom Orange Yang Hyunmi, KT Corporation Andrew Bocking, RIM
Mobile Money: How to Drive Customer Usage of Mobile Financial Services

15:00 16:00
Once all preparations are made and a mobile financial service is finally ready to be deployed, there is still much work to be completed. One key battle is turning a new service into a commercial success by driving customer usage. This battle is not won with a simple plug-and-play solution that can be applied everywhere; it takes creativity, commercial savvy and technical flexibility. You must be sure to know your customer and deploy smart strategies that leverage all assets provided by the current platform. This session will discuss how to increase customer usage of mobile financial services by using different approaches. Above all, its important to leverage current platform capabilities to offer simple and convenient services that will allow customers to become used to a whole new suite of mobile financial services. Moderator: Siki Mgabadeli, SAFM Speakers Include: Frdric Schepens, BICS Jan Chipchase, Frog Design Aletha Ling, Fundamo Dare Okoudjou, MFS Africa Richard Mwami, MTN Uganda Roar Bjaerum, Telenor Pakistan
Mobile Money: The Next Wave of Mobile Financial Services

13:30 14:30
Mobile financial services are becoming increasingly sophisticated, but it is still unclear if this new wave can replicate the success history of some of its predecessors like micro transfers and remittances. Services such as micro-loans, microinsurance and micro-savings are not only more complex for customers to understand, but also from the implementation standpoint, since they go deep into traditional banking
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Focus on Verticals
By focusing on the three important verticals at Mobile World Congress, we will demonstrate how the widespread use of mobile technology in the healthcare, money and advertising verticals can significantly cut costs while extending quality and accessibility.
For full conference session descriptions and confirmed speakers, see the agenda beginning on page 7. GSMA Seminar descriptions may be found on page 37.
Mobile Health
Conference Sessions: Can mHealth Become a Profitable Business? How and When? mWellness: Remote Monitoring and Preventative Care A Glimpse into the Future Business and Technology of mHealth
Mobile Money
Conference Sessions: Mobile Strategies for Financial Institutions NFC Moving Beyond Payments The Next Wave of Mobile Financial Services How to Drive Customer Usage of Mobile Financial Services
Mobile Advertising
Conference Sessions: Integrating Mobile into a Broader Advertising Campaign How Effective is Multimedia Mobile Advertising? Delivering Personalised Advertising and Protecting Privacy How to Make In-App Advertising Work Exhibition: GSMA Pavilion, Hall 8, Stand C118
Exhibition: GSMA Mobile Health Pavilion, Hall 7 GSMA Pavilion, Hall 8, Stand C118 GSMA Embedded House, The Courtyard Networking: Mobile Health Networking Reception, Tuesday, 15 February, 18:00 -19:00, Mobile Health Pavilion, Hall 7
Exhibition: GSMA Mobile Money Pavilion, Hall 7 GSMA Pavilion, Hall 8, Stand C118
GSMA Seminars: The MMU Working Group will meet on Wednesday, 16 February By invitation only
GSMA Seminars: Mobile Advertising Seminars will be held Monday, 14 February and Thursday, 17 February Open to all Beyond MWC: Learn more about Mobile Advertising at www.gsmworld.com.
Beyond MWC:
Beyond MWC:
The GSMA is proud to announce the inaugural GSMA-mHA Mobile Health Summit. This event, held 6-9 June in Cape Town, South Africa, will bring together executives from across the mobile and healthcare industries. The MHS website will launch in very soon at www.MobileHealthSummit.com.
Since its inception, the GSMA Mobile Money Summit has brought together key players from every sector of the industry, providing an environment to forge relationships, expand ideas and foster the growth of Mobile Money. Join us in Singapore for the 4th Annual Mobile Money Summit as we drive the Rising Power of Mobile Money. Learn more at www.MobileMoneySummit.com.
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GSMA 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 35 Ministers and 50 regulatory heads representing 86 countries joined high-profile representatives from The World Bank, The European Commission and ITU for this industry-shaping programme of events. In 2011 this programme is expected to attract more than 300 ministerial and senior regulatory delegates from 100 nations, including 45 ministers. Attendance is by invitation only.
Platinum Sponsor of Ministerial Programme
Gold Sponsor of Ministerial Programme
Gold Sponsor of Ministerial Programme
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Exhibition
Mobile World Congress combines the worlds largest mobile industry exhibition with an innovative and exciting congress featuring leading mobile operators, vendors, and content owners from across the world. With 50,000 attendees, 1,300 exhibitors, 10,000 application developers, 300 speakers, 50% C-Level (VP, Director, Board) attendance, and ample networking opportunities, Mobile World Congress is undoubtedly THE place to conduct business. The exhibition at Mobile World Congress provides an excellent opportunity to see the latest products, solutions and technologies. Attendees will enjoy plenty of time to speak to software creators, service providers, device manufacturers, telecoms personnel and more.
Exhibition Areas (Halls 1, 2, 7, 8 and App Planet)

Monday, 14 February Tuesday, 15 February Wednesday, 16 February Thursday, 17 February 09:00 19:00 09:00 19:00 09:00 19:00 09:00 16:00
Hospitality Suites and Outdoor Areas

Monday, 14 February 07:30 22:00 07:30 22:00 07:30 22:00 07:30 16:00
The Mobile World Congress Exhibition showcases the industrys best. See a complete list of our exhibitors by clicking here.
Tuesday, 15 February Wednesday, 16 February Thursday, 17 February
Note: The timings shown only apply to guests. Exhibitors and hospitality suite owners have different access hours. See your Exhibitor Manual for details.
Be sure to visit the GSMA Pavilion in Hall 8, which will feature: Key GSMA initiatives and projects Live presentations from our key experts Mobile World Live TV and live keynote streaming GSMA Members Lounge relaxation, cocktails and networking from 16:00 daily The Pavilion will not only showcase the exciting key activities of our current members, we will also have regular open presentations from our experts on some of our key themes, including Embedded Mobile, VoLTE, Digital Dividend, RCS, OneAPI, Mobile Money, Wholesale Applications Community (WAC), Mobile Advertising, the GSMA Development Fund, Mobile Health, Energy Efficiency, Government, and Regulatory Affairs. We will offer live Voice-over-LTE handset-to-handset calls to showcase the current developments in the Mobile Broadband device market and the applications enabled by this technology. Finally, stop by to find out how your organisation can join the voice of the mobile industry through GSMA membership. Through a membership you can maximise the potential of your business by participating in the discussions and decisions that drive our industry strategy.
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Congress Enhancements
Free Wi-Fi
Were pleased to offer free Wi-Fi in more locations this year than ever before, courtesy of Cisco. Look for this icon in the following areas to log on and get connected: Hall 2 Networking Lounge Hall 2.1 GSMA Media Centre Courtyard Main Restaurant Hall 4.0 VIP Networking Lounge Hall 4.8 Business Centre Hall 5.0 Soft Seating Area Hall 5.0 Auditorium 2 Hall 5.1 Congress Restaurants Hall 5.3 Auditorium 1 App Planet ADC Auditoria 1, 2, 3 Hall 7 App Lounge Hall 7 GSMA Seminar Theatre Magic Fountain Area
*Access restricted in some areas.
Live Talkback
To download the app, visit http://m.livetalkback.com on your mobile browser. You can either vote directly from that site or download an app if theres one available for your device. iPhone and Nokia phone users can get the voting application directly from www.livetalkback.com by clicking on the relevant link, or searching for Live Talkback in the App Store or on Ovi. Blackberry and Android handsets also have a dedicated app which you can download from http://m.livetalkback.com.
*Live Talkback have worked hard to make the app use as little data as possible to keep costs very low. For example, if your data plan costs US$1/MB then each vote would cost approximately $0.0001 (one-thousandth of one cent)
Take part in the conference discussions by downloading the Live Talkback voting application and make your voice heard at the event. Look out for questions in the afternoon sessions, vote* to make your views known and affect the discussion on stage. You can also use this application to provide quantitative feedback on the sessions you attend and on Mobile World Congress as a whole.
Explore the World of Embedded Mobile

and also see how the GSMA Embedded Mobile Programme is helping to establish mobile as a firm foundation on which to build successful Embedded Mobile products, services and business models. Visit and discover ways in which Embedded Mobile can unlock new solutions, customer value and business at GSMA Embedded Mobile House, Hospitality Suite CY21, the Courtyard.
The GSMA Embedded Mobile House provides a doorway to a new connected world; one where Embedded Mobile is transforming and enhancing a diverse array of devices and services in consumer electronics, healthcare, transport, utilities and more. Numerous cutting-edge Embedded Mobile solutions from AT&T, Ericsson, IBM, KT, Qualcomm and Vodafone are being showcased over two floors. Walk through the doors
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Experience the Expanding Power of Mobile Apps

Experience App Planet in Augmented Reality!
junaio
Download the free junaio app to your phone from the App Store or Droid Market* and allow location services. In junaio, search for the App Planet channel. Aim your phones camera at this Print Ad and experience App Planet!
Building on its inaugural success last year, App Planet will expand in 2011 to further advance innovation and collaboration in the multi-dimensional mobile apps market. In addition to app developer conferences, a cutting-edge exhibition and numerous networking opportunities, we are proud to announce the all new Mobile App Challenge and the App Planet Forums, including the Mobile Cloud Forum. With these additions, attendees at this event-within-an-event at Mobile World Congress will truly find themselves at the Centre of the Mobile Apps Universe.
www.MobileWorldCongress.com/AppPlanet
App Planet is a part of
Powered by junaio *On Android, iPhone 4 and iPhone 3GS running on 4.0 OS only.
ge Mobile App Challen
um For ud o l C bile Mo
App Networking
App Exhibition
App Developer Conferences
App Planet Forums
IN 3D! Instructions above
SEE APP PLANET
App Planet Sponsor:
App Planet features App Developer Conferences by:
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App Planet
Welcome to App Planet
In 2010: More than 20,000 attendees came through the door at App Planet 150+ Exhibitors More than 6,000 developers at MWC10 54% of developer community represent senior-level positions The 2011 App Planet will feature: 200+ Exhibitors Greater networking opportunities Stellar App Developer Conferences (ADCs) led by our partners A wide range of App Competitions An engaging Forum Series App Planet Sponsor
GSMA launched App Planet to focus on the explosive growth in the mobile apps market while fostering direct communication between developers and platform owners. Building on its success at Mobile World Congress last year, we will again bring App Planet to Mobile World Congress in Barcelona. For four days, we will unite the key apps players in one place at one time thereby positioning App Planet as the Centre of the Apps Universe for the mobile market.
Get the latest information at www.mobileworldcongress.com/appplanet
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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-specific 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. Highlights of the App Planet Exhibition include:
App Lounge
The App Lounge provides a comfortable environment for developers and their fellow attendees to step out of the hustle and bustle of the conference, relax, make new connections and catch up on industry and daily news provided by our Media Partners. Attendees may also enjoy complimentary beer Monday through Wednesday between 18:00 and 19:00 at the Damm Bar, located directly opposite the App Lounge. App Planet Supporter
Cloud Zone
The Cloud Zone Pavilion brings together cloud technology vendors and the greater mobile technology ecosystem to define and develop the potential of cloud computing in the mobile space.
GSMA App Garage

The central point for the GSMAs app-related programmes and initiatives, it is the perfect place for operators, client and network application developers to mingle with their industry peers. Explore new business and service opportunities created by the following initiatives: GSMA OneAPI Open Network Enabler APIs Rich Communication Suite (RCS) RCS DevChallenge PathFinder
Click to Watch our App Planet Preview Video
GSMA Pavilions
There are four pavilions located within App Planet with a dedicated focus: Embedded Mobile Pavilion Green Tech Pavilion Mobile Health Pavilion Mobile Money Pavilion
To learn more about the App Planet exhibition, visit www.mobileworldcongress.com/appplanet.
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App Planet
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 our channel and platform partners. ADC attendance is granted by invitation from our ADC partners. To receive an invitation to the ADCs, as well as a free Exhibition Visitor Pass to MWC 2011, you must apply at www.mobileworldcongress.com/appplanet.
developer tools, talk one-on-one with a mobile UX consultant, and get great tips for marketing your apps through Nokias Ovi Store in over 190 countries. WAC, Widgets and Worldwide Distribution
11:30 18:00
Open to all Congress attendees
Monday, 14 February
Best Practices in Creating and Managing a Developer Program
Twelve months since WAC was announced in a blaze of publicity at last years MWC, theyre now ready to explain the developments theyve made in conjunction with over 60 WAC members over the past year. Come along on Monday to find out about the technology behind WAC, the distribution channel for widgets and gain an insight into some of the application stores that will be connected to WAC from February. Plus youll find out about the roadmap for WAC-enabled devices being launched throughout 2011 and beyond and see for yourself how simple it is to develop widgets for WAC distribution.
09:00 18:00
Led by developerprogram.com, this one day session will address a plethora of questions and concerns that operators have before they make their investment into a third-party developer programme. Several who have successfully asked and answered the questions, and now operate programmes to recruit and retain best-in-class developers, realising a tremendous ROI, will share insight with you. Well look at why MNOs should create a software developer programme, the advantages and return-on-investment for consumers and business customers, and how to attract and retain the best developers for your business. Itll give you with the ammunition you need to make the go / no go decision on your investment into a program for your organisation. Nokia Developer Day
Tuesday, 15 February
BlackBerry Developer Day
09:00 18:00
09:00 17:00
Attend the Nokia Developer Day and see for yourself how easy it has become to design, develop and distribute your apps with Nokia and get them into the hands of millions of consumers around the world. Come hear the latest strategy from a Nokia executive, talk to your peers in the developer community and learn directly from Nokias experts. Youll also have the opportunity to check out the latest announcements, explore the newest features to Nokia
BlackBerry Developer Day at App Planet 2011 is a unique opportunity to learn more about the BlackBerry application development ecosystem directly from RIM experts. Whether you are looking to get your most difficult technical questions answered, take a deep dive on the newest APIs and tools for BlackBerry WebWorksTM applications and the BlackBerry PlayBookTM, or simply want to discover best practices for monetising your apps with our new commercialisation services, this event will help you take your app experience on BlackBerry further than you ever imagined possible.
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App Planet
Tuesday, 15 February
HP webOS App Developer Conference
As part of this ADC, you will have the unique opportunity of seeing the new bada mobile platform and enjoying the blue ocean that bada has created. Mobile {Dev}Sync Open by invitation only
10:00 16:00
Presented by Lucid Communications HP webOS App Developer Conference is a unique opportunity to learn more about the webOS application development ecosystem from a team of experts. HP will host one morning and one afternoon programme providing Mobile World Congress attendees with two opportunities for two hours of total immersion in an intimate setting. Both programmes will share the vision for HP webOS as a world-class web-based platform for a family of HP connected devices. Take a private guided tour of our next-generation framework, discover how to leverage your investment with cross-platform development tools, and learn best practices for delivering fantastic and consistent user experiences while scaling your apps to meet the needs of a profitable consumer market. The webOS Developer Lounge will be open all day for attendees looking to engage, refresh and share ideas 1:1 with some of our top engineers, app marketing and business development specialists. Samsung bada Developer Day at MWC 2011 A wireless life. In a mobile world. On an app planet. This is Mobile {Dev}Sync Universe. Come join us on a live stage at App Planet, where Mobile {Dev}Sync brings together the mobile application value chain. Carriers, device manufacturers, app developers, service providers and brands come to learn, connect, and share ideas. Mobile {Dev}Sync focuses on the fast-paced growth and convergence in the mobile industry. It will host developer programmes, a networking reception, application demos and product launch announcements from its stage in App Planet. Dont be on the fringe of the mobile conversation lead it at Mobile {Dev}Sync.
Wednesday, 16 February
The Why and Hows of Windows Phone 7 Presented by Microsoft
09:00 16:30
Open by invitation only
09:00 18:00
Open by invitation only. Some walk-ups admitted day of ADC.
The bada mobile platform, running on Samsungs Wave smartphone, was introduced during MWC 2010. Following the successful debut of the Wave smartphone, Samsung has been busy bringing mass market devices such as Wave525, Wave533, Wave575 and Wave723 to consumers, as well as the successful launch of Wave II recently. bada has become a worldwide smartphone platform with Samsung Apps, an integrated application store of Samsung Electronics. With the success of the Wave series, Samsung Apps has shown significant growth, both in the number of apps offered and number of apps downloaded. Samsung has been supporting developers in a number of ways, mainly through its online bada Developer site and through offline local Developer Day events. Now, almost one year later, Samsung is proud to introduce the next version of bada.
Join us on a whirlwind tour around the landscape of the Windows Phone platform. The daylong session will examine all aspects of development on the phone, including building apps and games, marketplace monetisation, tips and trick for certification and an open panel discussion where you can get answers to your burning questions. Get in on the ground floor with us and see what makes us different!
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App Planet
Thursday, 17 February
The IMGA Summit and Awards Ceremony
There is an additional fee to attend Macworld Mobile. Purchase a new Macworld Mobile Pass for 649 Upgrade your existing Mobile World Congress pass to include Macworld Mobile for 200
Mac and Apple are trademarks of Apple Inc., registered in the US and other countries.
09:00 16:00
WIP Jam Now in its seventh year, the IMGA is not only the oldest, but also the largest and most international mobile games Award in the world, with entries coming in from Europe, North America, South Korea, Japan, China, and Australia. Mobile games are responsible for the successes and failures of the 85 App Stores currently in operation. Mobile games always have been and still are the best selling applications in these stores. The IMGA celebrates their success and since 2004 has recognised and awarded exceptional talent in the industry. This year, a new concept is launching the IMGA Summit a half-day dedicated to bring the complete ecosystem together and focus discussion on the hot topics in the industry. The Awards will be presented at the conclusion of the IMGA Summit. Macworld Mobile
09:00 15:00
Open by invitation only
10:00 16:00
Pre-registration required. Additional fee to attend.
Join WIP for their popular Day for Developers where the best mobile developers meet key leaders of the mobile ecosystem. Over the past three years, thousands of developers have attended WIPJams this is your chance be part of the action! Jam Sessions are interactive and definitely not boring. They mean it when they say No PPT, No Panels, No Ties! At MWC, WIPJam will include Developer Stories of feats and triumphs complete with interactive discussions. Their ever-popular Discussion Groups on burning topics will be followed by Interactive Demos, Tips/Tricks for Successful App Submissions and more. JamOn!
Macworld Mobile is a one-day developer conference for iOS developers offering technical training, business development advice and professional networking opportunities. Keynote speaker Mikael Hed, CEO of Rovio, will look back at 2010 and what went on with Angry Birds in the space of one year and will discuss using the App Store as a launch pad for new brands and the challenges involved with going cross-platform. He will also let you take a peek into the future of Angry Birds. In addition, industry luminaries from leading global development organisations and the iOS community will present case studies and share insights on app development strategies, platform segmentation (iPod Touch, iPhone, iPad), nuances in working with Apple and navigating the app store approval, leveraging unique iOS platform features, augmenting your App Store presence and other relevant topics. Join with hundreds of other iOS developers on the road to App success at Macworld Mobile during Mobile World Congress.
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App Planet
Wednesday, 16 February
Mobile Venture Forum Open by invitation only
begun with launches in Europe, North America and Asia. By attending this session you will hear how the leaders in LTE technology see the future and better prepare you for the challenges and opportunities that await your business.
LTE Forum Platinum Sponsor
National Palace in Montjuc

LTE Forum Gold Sponsors
Mobile Venture Forum (MVF) is a first time event at MWC 2011. MVF is an invitation-only event allowing invited guests and mobile network operator executives to attend an interactive environment for the innovation ecosystem. The session will begin with a stimulating panel of top-notch venture capital firms discussing their views and visions on mobile innovation opportunities, followed by brief product and concept presentations by venture funded companies. In addition to powerful networking opportunities throughout the day, the programme will conclude with a networking reception to ensure that all attendees have sufficient time to make connections. This event is a perfect opportunity for mobile operators, venture capital firms and exciting startups to begin building opportunities for the future. If you are a senior level mobile network operator interested in attending the Mobile Venture Forum, please e-mail mobileventureforum@gsm.org.
Mobile Venture Forum Platinum Sponsor
Thursday, 17 February
Mobile Cloud Forum
09:00 15:45
Mobile Cloud Forum is a day-long, industry-led thought leadership forum focused on how cloud computing will revolutionise mobile applications and the mobile ecosystem. Cloud computing is being touted as the future of the web due, in part, to its current and expected impact on desktop technologies. This convergence between devices and the computing solutions that enable them is spilling over into mobile, where cloud computing is poised to become a disruptive force in the mobile device world. Considering the growth in smartphone proliferation and increased capabilities, we are on the verge of a perfect storm to catapult mobile cloud computing as a significant approach to app development and value delivery. Sessions will be presented by:
Mobile Cloud Forum Platinum Sponsor
LTE Forum
09:00 16:15
The LTE Forum is designed to explore 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 revolutionise the way users view the utility of mobile data and create opportunities for innovative application developers and entrepreneurs to approach the market. The all-IP architecture reduces latency and revolutionises the current network designs providing both challenges and opportunities for network operators. This revolution has
Mobile Cloud Forum Gold Sponsors
Forum Series Media Partner
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App Planet
The GSMA has created the Mobile App Challenge, a series of skills-based competitions aimed at the app developer community. Each challenge was designed to inspire developers to create original mobile apps with very different end-users in mind. Submissions will be rewarded for their creativity and ability to address the criteria set forth by the Challenge partners. The goal of the Mobile App Challenge is to create networking and business opportunities which benefit the partners, application developers and the broader mobile ecosystem, while tapping the creativity within the application developer community to address brand and industry challenges. The submission periods for all contests have now concluded and the winners will be announced in Barcelona. You can visit www.mobileappchallenge.com to view the submissions received for the following challenges: Band App Audition A ground-breaking competition that invites app developers to tap into their creative juices and be a rock star by designing mobile apps for worldleading music artists seeking innovative ways to interact directly with their fans. Participating artists include: Eliza Doolittle, Faithless, Metric and more. Brand App Challenge An exciting competition designed to inspire mobile app developers to create brand apps for three of Coca-Colas global brands: Coca-Cola, Diet Coke and Coke Zero. App developers are encouraged to exercise their creative genius to create apps that build and strengthen the connection between Coca-Colas brands and their consumers using stories. mWomen Mobile App Challenge Launched by Hilary Clinton, Cherie Blair and the GSMA Development Fund, this challenge is sponsored by Vodafone and aims to leverage the significant demand for innovative app design and inspire app developers to make a difference by building original and fresh customised app solutions targeted at the specific needs of women in developing countries living on under US$2 a day.
University Mobile Challenge
Berkeley Mobile International Collaborative (BMIC) fosters student competition in building mobile applications. Similar to intercollegiate sports, BMIC works with leading universities around the globe to advance entrepreneurship education opportunities for students in engineering, business, and related fields. Teams of two to six students each build a working mobile app, develop a business model, gather market data and make a public presentation to a panel of venture capital partners. The panelists ask questions and select the best overall effort. The winning team at each university advances to a final competition held in Barcelona. Companies in the mobile tech realm sponsor BMICs competition, known as the University Mobile Challenge. Sponsoring companies have the opportunity to work with motivated students, support the most innovative student concepts, improve students readiness to enter the marketplace, become more visible and valued amongst all students, and gain early access to the thinking of the digital natives of today. BMIC is a non-profit education organisation helping todays college students become tomorrows innovators.
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App Planet Experience App Planet in Augmented Reality!

The GSMA is working hard to help the industry develop the most innovative mobile technologies and solutions. As a part of this, we have created our very own Augmented Reality Experience to help you learn more about App Planet at MWC 2011. See below for instructions on how to access this experience and then experience App Planet in 3D! Expand your augmented reality experience when you arrive at App Planet in Barcelona. Launch the junaio app and select the Mobile World Congress channel to find navigational directions in App Planet (Hall 7). Scan the AR markers around the exhibition floor for up-to-the-minute information about exhibitors, sessions, and facilities via augmented reality. Experience augmented reality and never get lost in App Planet!
1. Download the free junaio app to your phone* from the App Store or Droid Market, then enable Location Services 2. In the junaio app, search for the App Planet channel 3. Aim your phones camera at the marker above to experience App Planet in 3D
*On Android, iPhone 4 and iPhone 3GS running the 4.0 OS only.
The App Planet Augmented Reality Experience is powered by:
sound, video. junaio was created by metaio GmbH, the worldwide leader in Augmented Reality.
junaio is the worlds most advanced mobile Augmented Reality Browser and growing daily with interesting content relevant to a viewers location or triggered through images and objects the camera is pointing at. The unmatched ease of use, great choice of content and superior features make junaio everybodys daily companion, an instant source of information about places, events, bargains or objects in the world around us. Features are: location based services using onboard GPS and compass, highly accurate positioning, even inside buildings or exhibition sites, object recognition and natural feature tracking useful for scaling and integrating graphic overlays or 3D models into the real world. Two-way interaction between the user and the displayed AR overlays for gaming and other virtual experiences. And of course the full range of multimedia displays, including text, image,
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App Planet Partners
39
Global Mobile Awards
GSMA Mobile Awards Ceremony
The GSMA Global Mobile Awards are the most highly coveted awards in the mobile world. Now in their 16th year, the Global Mobile Awards programme attracts entries from around the world and is judged by a panel of independent, respected experts. The GSMA has introduced some key enhancements by way of new categories and the entry process for the 2011 awards. Reflecting the explosion in demand for a world of mobile applications, this begins with two brand-new categories for Global Mobile Apps: one will be determined by user choice and judged on statistical evidence of global downloads & usage; a second will be awarded based on the preferences for Best Apps of our independent judging panel of experts. The 2011 Awards also feature updates and new categories to reflect the broad and constantly evolving mobile ecosystem, such as a new network-focused Mobile Broadband category, as well as Best Technology for Emerging Markets, within the Technology awards. These accompany new awards for Mobile Innovation, focused on the convergence of mobile with health, transport/automotive, education and utilities sectors, as well as a special category for embedded products and devices. All entries have now been judged and the 2011 Nominees have now been officially announced. For a full list of nominees please visit www.globalmobileawards.com/nominees.
Tuesday, 15 February 15:45 17:15 Hall 5, Auditorium 1

The majority of category winners in this years Global Mobile Awards will be announced during an afternoon awards ceremony in Hall 5. Three highlight awards Best Mobile App and the Best Mobile Devices category awards will be presented during the evening Congress Party & Awards Celebration at the National Palace. Both the Ceremony & Party will be hosted by the British TV and radio presenter Jonathan Ross. Jonathan Ross is a stalwart of British television. He presented over 200 episodes of his iconic BBC1 show, Friday Night with Jonathan Ross which won 5 BAFTA Awards. He also presented his Saturday morning BBC Radio 2 show and the flagship BBC Film Programme which ran from 1999 until 2010. He has hosted BBC1s Red Nose Day for Comic Relief and the ITV British Comedy Awards for over 20 years. He also hosts his fifth British Academy Film and Television Awards (BAFTAs), live from the Royal Opera House (London) which will be screened on BBC1 in February. Later this year he returns with an all-new prime time chat show for ITV1. The afternoon awards ceremony is open to all Mobile World Congress Platinum and Gold Pass conference attendees, as well as Global Mobile Awards ticket holders, Global Mobile Awards nominees and all accredited members of the press.
Platinum Awards Ceremony Sponsor
Best Mobile Device Category Sponsor
Global Mobile App Awards Category Sponsor
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Congress Party & Awards Celebration

The Global Mobile Awards ceremony will be followed by the official Mobile World Congress Party & Awards Celebration at the National Palace in Montjuc. The party is the culmination of the 2011 Global Mobile Awards, with the highlight awards presented during the evening. The party is the culmination of the 2011 Global Mobile Awards, with the highlight awards Best Mobile App and the Best Mobile Devices category awards presented during the evening.
Click to watch Duffy perform her hit Well, Well, Well
Tuesday, 15 February 19:45 23:00 National Palace in Montjuc

Celebrity Guests & Entertainment: The evening will feature entertainment by Grammy and Brit award-winning singer / songwriter Duffy. The Welsh songstress won the Grammy Award for Best Pop Vocal Album for Rockferry in 2009, as well as three Brit Awards: British Breakthrough, Best Female Solo and Best British Album. Duffy has just completed recording and released her second album Endlessly and made her acting debut in the film Patagonia. Empowered by their innovative use of digital and mobile technologies, Metric self-released their last album Fantasies on 5 continents without the benefit of a label and went on to become a platinum-selling artist, earning themselves multiple #1 hits around the world. The band finished 2010 with the release of two major Hollywood films including Michael Ceras Scott Pilgrim vs The World and the Twilight Saga: Eclipse soundtracks, the latter of which has been nominated for a Grammy Award and landed Metric on the short list for an Academy Award nomination in 2011. Celebrated British TV and radio personality Jonathan Ross will be hosting the evening. Dont miss out buy your ticket today at www.mobileworldcongress.com.
Congress Party & Awards celebration entertainment by award-winning singer/songwriter Duffy
Acclaimed Canadian indie-rock band Metric
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Awards After Party: Once again, Myriad will host the official After Awards Party at the conclusion the Congress Party and Awards Celebration. The party will take place in the exclusive Cupula Room at the National Palace, and if youre attending the Congress Party, youre eligible to attend this party as well! Please visit www. myriadgroup.com/mwc11party to indicate your interest in attending the After Awards Party with Myriad. Make Plans to Attend! This event is included in the Platinum Pass, but tickets may be added to Gold, Silver and Exhibition Visitor Passes for 200. Tickets may be purchased when registering for your Congress pass or, if youve already purchased a pass, by modifying your registration online. Dont delay this event sells out every year! Dress code: Smart/Casual
Congress Party & Awards Celebration Sponsor Best Mobile Device Category Sponsor
Party hosted by Jonathan Ross
Celebrating the Mobile Future Global Mobile App Awards Category Sponsor After Party Sponsor
Join the Myriad After Awards Party
Host
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GSMA Seminars
Learn More about the Industry through GSMA Seminars
Mobile Advertising
Monday, 14 February 11:00 12:30 Thursday, 17 February 09:30 11:00
Advertising plays an important role in supporting traditional media, and audience measurement is commonplace. Through audience measurements, media owners can quantify the performance of their properties; planners are able to understand consumer consumption; and brands and advertisers can assess how to best communicate with their customers. Two years ago, the GSMA recognised the need for an independent approach to mobile audience measurement and in February 2010 successfully launched Mobile Media Metrics (MMM) in the UK. MMM defines a common process and methodology for mobile audience measurement allowing media owners, publishers, advertisers and agencies to better understand the nature of mobile internet browsing. The GSMA works with an independent, third-party measurement partner, comScore, to facilitate the full commercial service. Following the launch of MMM, the GSMA has developed a Proof of Concept Mobile Advertising Marketplace that allows media-buying agencies to plan, book and analyse advertising on the mobile web across multiple media properties. By integrating MMM data with an automated booking process, the Mobile Advertising Marketplace provides a single user interface for mobile media campaigns. This session will showcase examples and case studies of Mobile Media Metrics and introduce the Mobile Advertising Marketplace. We look forward to sharing these exciting projects and receiving your feedback on how they can best be used in the future.
Monday, 14 February Thursday, 17 February The GSMA Seminar Theatre, Hall 7

Open to all Mobile World Congress attendees, GSMA Seminars provide insight and developments on key GSMA and industry initiatives. Please join us at one or more of the following sessions:
GSMA Spam Reporting Service

Monday, 14 February 09:00 10:30 Tuesday, 15 February 16:30 18:00
MWC 2011 will see the commercial launch of the GSMA Spam Reporting Service, after its successful pilot with six major Mobile Network Operators (MNOs) and one regional NGO in 2010. In partnership with Cloudmark, the service will provide MNOs with an industry-wide solution to what has rapidly become an industry problem. Subscribing MNOs will receive detailed information relating to SMS spam, from both user-generated and system-generated reports. Operators will be able to view their own data compared to aggregate comparable data from other participating operators within their group, country, region or globally. The ability to be able to identify trends, sources and analyse spammer tactics is vital in identifying the necessary action required to prevent the types of fraud proliferating over e-mail in recent years. This seminar will demonstrate the benefits of a unified service approach to operators and the mobile industry through the analysis of real data from the 2010 pilot. In addition we will present an ROI model using the pilot data to highlight why such an approach is vital to GSMA Members and consumers.
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GSMA Seminars
Mobile Broadband: An Update on HSPA+ and LTE

Monday, 14 February 13:00 16:30
This two-part seminar will enable attendees to hear firsthand the successes of HSPA and HSPA+ as well as receive the latest updates on worldwide support for LTE. The first part of this seminar will update on the latest evolution of HSPA to HSPA+ as deployed by over 70 operators around the world, showcasing examples of real-life data speed achieved from the networks. Through these actual figures we can determine what is yet to come from HSPA+ while learning how operators are experiencing good financial returns through these services. The second part of this seminar will focus on the work being done to take LTE from a small group of operator implementations to a global ecosystem. Updates on key aspects of LTE service, including roaming, voice support and interoperability testing will be provided, with the focus being on how operators and vendors can work together as a community to establish LTE as the technology of choice for all mobile services of the future.
Connecting Your World: The Opportunities in Embedded Mobile

Tuesday, 15 February 12:30 16:00
In this two-part seminar attendees will learn from the GSMA and industry leaders about the exciting opportunities embedded mobile presents and obtain insights into how mobile is transforming the consumer electronics, automotive, utilities and health markets. Attendees of this seminar will learn the benefits of the initiative and hear firsthand the success thats been achieved from a pilot programme by three Canadian operators.
Mobile Energy Efficiency / Green Power for Mobile

Wednesday, 16 February 14:30 17:30
The GSMAs Mobile Energy Efficiency and Green Power for Mobile projects aid operators to reduce costs and carbon emissions through the use of energy efficient networks and renewable energy. Green Power for Mobile has a goal of aiding the mobile industry to deploy renewable energy technologies to 118,000 base stations by 2012. The Mobile Energy Efficiency initiative enables operators to lower network energy costs by benchmarking relative network performance and identifying potential areas for energy saving. This year we will introduce a new GSMA project, Community Power from Mobile, to support and encourage operators and tower-sharing companies in developing countries to provide excess power generated by their base stations to local, offgrid communities. The seminar will feature presentations and panel discussions from pioneering operators and innovative vendors, and is recommended for C-level executives, network / energy managers, technical experts, corporate responsibility and sustainability, marketing executives and product vendors.
GSMA OneAPI
Tuesday, 15 February 09:00 12:00
GSMA OneAPI, a commonly supported set of lightweight and Web friendly APIs which reduce the effort and time needed to create applications, has become the standard used by operators and developers in the Wholesale Application Community (WAC). OneAPI offers significant benefits to developers, in that a single version of an application can be used across different devices and operators. Attendees of this seminar will learn the benefits of the initiative and hear firsthand the success thats been achieved from a pilot programme by three Canadian operators.
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GSMA Seminars
MMU Working Group

Wednesday, 16 February 09:30 13:30
The Mobile Money for the Unbanked (MMU) Programme is keen to share our latest research and insights at our sixth Working Group as part of Mobile World Congress. The working group will cover a number of current challenges, including: Customer usage Why arent more people using mobile money in markets where it is already available? What are the most effective ways of marketing mobile money? Profitability What are the value and cost drivers in the mobile money business? Regulation What regulatory developments have recently taken place? Bank Partnerships What are the key lessons the industry has learned so far about how to structure successful alliances between operators and banks? This session will be interactive so that attendees have the opportunity to participate, learn from others, and share their insights with the working group. This seminar is only for invited guests.
mWomen
Wednesday, 16 February 14:30 19:00 Hall 2 Mezzanine, Room D
This seminar will showcase the GSMA mWomen Programme, which aims to close the mobile phone gender gap in developing countries and bring women life-changing services via the mobile channel. To achieve this and other key commercial objectives to target the female market, we will also look at how to better nurture female talent and address the leadership gender gap in the mobile phone and technology industries. The event features high-profile panel discussions, interactive debates and networking sessions.
Rich Communication Suite

Monday, 14 February 17:00 18:00
The GSMA RCS seminar will be an invaluable opportunity for senior product marketing, business development and strategic marketing executives from the operator community to learn more about Rich Communication Suite (RCS). Attendees will be able to tap into the experience of operators as well as device, client and infrastructure vendors who have already committed to RCS around the world. The seminar will provide important insights on commercial RCS services, devices and service features as well as the practicalities of preparing for and launching RCS services.
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Exhibitor & Sponsor Opportunities
Become an Exhibitor at Mobile World Congress

Participate in the GSMA Mobile World Congress by purchasing an exhibition stand or hospitality suite. An exhibition stand at MWC11 gives you an unrivalled opportunity to demonstrate and showcase your products and services. Or you may prefer to host business meetings in an onsite hospitality suite. Benefits of Exhibiting at Mobile World Congress: Face-to-face meetings with your best prospects Recognition for products and services New partnerships and alliances Complimentary exhibition passes
Highlight Your Organisation through Sponsorship

With approximately 50,000 attendees, 1,300 exhibitors, 2,400 media, and world-class networking opportunities, Mobile World Congress is indisputably the place to do mobile business. Enhance your brand, increase your exposure, and attract visitors to your stand or website during Mobile World Congress 2011. By affiliating your brand with the worlds foremost mobile industry event, you can take a leadership position within the global mobile industry. Sponsorships at Mobile World Congress deliver cost-effective marketing exposure and branding of your company to your target audience. Benefits of Sponsorship: Promote your company as a partner of the GSMA, an industry leader and a successful brand in the mobile marketplace Increase your pre-show exposure through website coverage, inclusion in the official e-brochure and within the event marketing campaigns Raise your profile above your competitors Increase recognition and drive traffic to your exhibition stand and website
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 first-hand experiences and benefits that come from participating in Mobile World Congress.
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My MWC
So many networking opportunities, so little time.

More than 80% of our attendees say they come to Mobile World Congress to network. But how can you manoeuvre through the worlds largest industry exhibition and 50,000 key decision-makers in a mere four days? My MWC, of course! Following a successful introduction last year, My MWC will once again enhance your Mobile World Congress experience and expand your networking connections. Take full advantage of all that the Congress offers by beginning your networking experience before the event. Connect: Build a virtual attendee profile complete with personalised interests and contact information, then connect with other attendees and exhibitors based on shared interests. Meet: My MWC allows you to search for exhibitors and other MWC attendees in many ways. Schedule meetings or message one another privately. Share: Post status updates, link to your Twitter feed, contribute to discussions in the My MWC forum, or comment on planned conference topics. A question you post now could influence the presentation! Plan: Create and print a personalised onsite schedule which includes your selected conference sessions, seminars and private meetings. View the entire exhibition map or filter the map to view only the exhibitors you are following. Travel: Take My MWC with you to Barcelona! Use your mobile phone browser* and type in http://mymwc.zerista.com to access all your info while you are at Congress. Improvements this year to the My MWC experience include: Enhanced searching capability: use keywords to search attendees, exhibitors, sessions and conversations directly from the home page Quick filtering: find attendees, exhibitors, or sessions based on your interests Preferred exhibitors: bookmark your preferred exhibitors and locate their stand directly on the exhibitor map Improved meeting functionality: use the new calendar widget to easily set up onsite meetings and then view them in your personal schedule Better printing: Easily print the agenda or your personal schedule to bring with you to the event To make the most of your time in Barcelona, be sure to join the My MWC social network when registering for Congress. Dont forget the sooner you register, the sooner you can take advantage of the networking opportunities! To learn more, visit www.mobileworldcongress.com/mymwc.
Click to View the My MWC Video
*Most mobile platforms are supported including iPhone, Blackberry, Android and some Nokia devices. For Blackberry users on OS versions earlier than 4.6, it is recommended to use Opera software to access My MWC. Opera can be downloaded at http://www.opera.com/mobile/.
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2011 Sponsors
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2011 Partners
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Airfare & Accommodation
Airline Discounts
Travellers within Spain Save Up To 30% with Spanair

Spanair is offering our attendees discounts up to 30% for domestic travel to Barcelona. Discounts will apply only for domestic flights within Spain taking place from 9 22 February 2011. To receive the Spanair discount, book your flight through our official accommodation provider, BBP, or Spanairs Contact Center: 902 131 415. When calling Spanair directly, you must supply the code JK/680 to receive the discount.
GSMA Mobile World Congress has again appointed the Star Alliance Members Airlines as the Official Airline Network for GSMA Mobile World Congress 2011.
International Travellers Save up to 20% with the Star Alliance Network

To obtain the Star Alliance Conventions Plus discounts, please call the reservation office of a participating Star Alliance Member Airline and quote Convention Code JK05S11. For booking office phone numbers and information, visit our website. Registered participants plus one accompanying person travelling to the event are automatically granted a discount of up to 20%, depending on fare and class of travel booked. The participating airlines for this event are: Adria Airways, Aegean Airlines, Air Canada, Air China, ANA, Asiana Airlines, Austrian Airlines, Blue1, bmi, Brussels Airlines, Continental Airlines, Croatia Airlines, EgyptAir, LOT Polish Airlines, Lufthansa, Scandinavian Airlines, South African Airways, Spanair, SWISS International Air Lines, TAM Airlines, TAP Portugal, THAI, Turkish Airlines, United and US Airways. Discounts are offered on published business and economy class fares, excluding website/internet fares, senior and youth fares, group fares and Round the World fares.
Please note: For travel from Japan and New Zealand, special fares or discounts are offered by the participating airlines on their own network.
Bundle Your Hotel and Flight to Save More

Barcelona Business Pass, the official accommodation provider for Mobile World Congress, is offering great rates on hotel and domestic flight bundles. Details are available at: www. mobileworldcongress.com
Accommodation
Once again, we are proud to appoint Barcelona Business Pass (BBP) as the official accommodation agency for Mobile World Congress 2011. 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 five-star properties. Book your accommodation today theres still time to secure a great location! Web : www.mobileworldcongress.beinbeyond.com E-mail : mobileworldcongress@beinbeyond.com Tel : +34 93 550 03 50 Fax : +34 93 414 17 86
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Registration Information
Registration Enquiries
If you have registration enquiries, view our online FAQ at www.mobileworldcongress.com/regfaq, or contact our registration team: General Queries : registration@mobileworldcongress.com Exhibitor Queries : exhibitorregistration@mobileworld congress.com Telephone number : +34 93 274 63 73 Hours Fax number : 08:00 19:00 CET daily, through 30 Jan 08:00 20:30 CET daily, from 31 Jan 18 Feb : +34 93 100 13 43
Required Photo Identification

Photo identification is required to collect your badge and to enter the venue at all times. Accepted forms of photo ID include driving licence (with photo), national ID cards and passports. We cannot accept any ID with non-European characters (e.g. Chinese, Korean, Arabic or Japanese characters). Please ensure you carry photo ID with you at all times. Please note that under no circumstances will badges be given to anyone other than the badge owner. Photo ID checks will be performed and badges are only given to the person matching the name of the registration and Photo ID. Those attempting to collect badges on behalf of others, even with the owners Photo ID, will not be given the badge.
Registration Hours
Saturday, 12 February Sunday, 13 February Monday, 14 February Tuesday, 15 February Wednesday, 16 February Thursday, 17 February 09:00 18:00 09:00 20:00 07:00 20:00 07:30 19:00 07:30 19:00 07:30 16:00
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.
Onsite Badge Collection

To expedite badge collection on site, please make sure all balances due are paid in full prior to arrival. Bring your Final Confirmation e-mail (with barcode if applicable) with you when you arrive, along with Photo ID.
Age Restriction
Please note the minimum age for an attendee is strictly 16 years. Requests for visitors under the age of 16 must be put in writing to registration@mobileworldcongress.com and must be approved by GSMA. Attendees under the age of 16 will not be able to enter the event without GSMAs prior approval.
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.
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City Information
Travelling to and around Barcelona

Barcelona is a large international and domestic destination, with frequent direct flights from most international destinations. At present, 50 airlines operate from the Barcelona Airport, which is 20 minutes away from the Congress venue, Fira de Barcelona. The AVE high-speed train connects with the European rail network via Madrid, and Barcelona is a mere 90 minute drive from France. Barcelona city centre has rapid transport links, including six metro lines and five FGC lines, two tram lines and an extensive fleet of buses. Once in town, we encourage attendees to make use of public transportation and Barcelonas excellent underground Metro system. More than 11,000 taxis are also convenient and easy to hail. To get to Fira de Barcelona, simply ask your driver to take you to Plaa Espanya. For additional Barcelona travel information, including restaurant booking services and city tour information, visit www.mobileworldcongress.com.
Recommended Local Suppliers

Should your organisation be in search of quality suppliers to provide services to your staff, clients or partners during Congress, visit our Official Supplier page on www.mobileworldcongress. com for our recommendations of suppliers of event management, venue booking, printing, transport, and VIP car services.
Security
Barcelona is a safe city. Nevertheless, when travelling to Barcelona you should take sensible precautions as you would in any major city: Always remove your Congress pass when leaving Fira de Barcelona Watch out for distractions. Keep an eye on your personal belongings at all times Be vigilant in crowds, restaurants and on public transport It helps the city to fight petty crime if you report incidents, so if youre involved in an incident, call +34 900 77 2011, a free 24hour 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 who are available to travel to you to provide whatever assistance you require.
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In an effort to minimise the environmental impact of our events, the GSMA 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.
Get latest information at www.mobileworldcongress.com 53

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The mobile industry is undergoing a continuous transformation.

Choose Your Pass

Get the latest information at www.mobileworldcongress.com

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VIP Networking Lounge

Upgrade Your Pass any time!

The Platinum Experience

Click to Watch the More Value Video

Get the latest information at www.mobileworldcongress.com

Conference Agenda at a Glance

Get the latest information at www.mobileworldcongress.com

Conference Programme Conference Programme

Monday, 14 February 2011

Can mHealth Become a Profitable Business? How and When?

A Glimpse into the Future Business and Technology of mHealth

mWellness: Remote Monitoring and Preventative Care

Conference Agenda as of 26 January. All sessions take place in Hall 5.

Monday, 14 February 2011

Business Services Symposium

Driving Innovation Across the Business

Managing Applications and Enriching the User Experience

Conference Agenda as of 26 January. All sessions take place in Hall 5.

Conference Programme Conference Programme

Monday, 14 February 2011

App Planet Forum

Making Apps Smarter

Making Apps Profitable

Conference Agenda as of 26 January. All sessions take place in Hall 5.

Monday, 14 February 2011

App Planet Forum

Taking Apps to the Mass Market

KEYNOTE SPEAKER: Dick Costolo

Click to View a Keynote Highlight from MWC09

Conference Agenda as of 26 January. All sessions take place in Hall 5.

Tuesday, 15 February 2011

View from the Top

OPENING KEYNOTE SPEAKER: Robert G Conway

Introducing Franco Bernab, Chairman of the GSMA

Conference Agenda as of 26 January. All sessions take place in Hall 5.

Tuesday, 15 February 2011

The Power of Applications

Mobile Advertising: Integrating Mobile into a Broader Advertising Campaign

KEYNOTE SPEAKERS: Hans Vestberg

Sir Martin Sorrell

Conference Agenda as of 26 January. All sessions take place in Hall 5.

Conference Conference Programme Programme

Tuesday, 15 February 2011

Social Networking: Social Goes Mobile

Conference Agenda as of 26 January. All sessions take place in Hall 5.

Tuesday, 15 February 2011

Network Breaking Point

Networking GSMA GlobalBreak Mobile Awards Ceremony 15:45 17:15, Auditorium 1

Mobile Advertising: How Effective is Multimedia Mobile Advertising?

Conference Agenda as of 26 January. All sessions take place in Hall 5.

Tuesday, 15 February 2011

Consumers in the Cloud

Augmented Reality: Is Reality Ready to be Augmented?

Conference Agenda as of 26 January. All sessions take place in Hall 5.

Tuesday, 15 February 2011

Mobile World Live Keynote

19:45 onwards, National Palace in Montjuc

Click to View a Keynote Highlight from MWC10

Conference Agenda as of 26 January. All sessions take place in Hall 5.