MWC 2012

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The mobile industry is undergoing continuous redenition. A mobile is a method of spreading the message about a new product, watching television, and connecting to our friends. Mobile technology is embedded in our vehicles, our books, our homes. Mobiles allow the unbanked to send money and can help diagnose illnesses in remote locations. Mobile devices are able to do more than anyone thought was possible, yet weve only begun to tap its potential. Where will mobile take us next? At Mobile World Congress 2012: CEOs of the worlds most influential companies will share their observations and visions of the future while inspiring attendees of our thought-leadership conference More than 1,400 of the industrys leading suppliers of mobile products, services and technologies will become part of the most exciting and anticipated exhibition of the year More than 10,000 application developers will gather for App Planet, the Centre of the Mobile Applications Universe, to be educated, energised, and challenged
The worlds largest consumer brands will join us for mPowered Brands, a new programme designed to accelerate marketers knowledge and utilisation of mobile as a marketing medium Well recognise the industrys greatest achievements, new technologies, innovative devices and ideas through the 17th Annual Global Mobile Awards During the four-day event, 60,000 senior mobile professionals will network and exchange ideas one of which may further change what we think is possible. Join us in Barcelona, where together we are Redening Mobile.
Table of Contents
Conference Agenda at a Glance Keynote Speakers Conference Programme Day 1 Day 2 Day 3 Day 4 Conference Speakers Ministerial Programme Forum Series App Planet Global Mobile Awards Augmented Reality mPowered Brands GSMA Seminars Exhibition Exhibitor & Sponsor Opportunities My MWC 2012 Sponsors 2012 Partners Choose Your Pass Airfare & Accommodation Registration Information City Information 4 5 6 10 14 18 21 22 23 27 30 31 33 36 38 39 40 41 42 44 46 47 48
Click to View MWC Overview Video
Conference Agenda at a Glance
09:30 - 11:00
11:30 - 13:00
14:00 - 15:30 Mobile Applications: Apps for All

Networking Break
16:00 - 17:30 Mobile Applications: Future Voice & Messaging

Networking Break
18:00 - 18:45
Monday 27 February
Networking Break
Opening Keynote 1: Mobile Operator Strategies in Developed Markets
Keynote 2: The Connected Consumer
Networking Break
Mobile Health: Getting Mobile into the System Mobile Cloud: Competitive Landscape Business Transformation: Operators as Agile Businesses
Mobile Health: mHealth for the User Mobile Cloud: Contending for Content Business Transformation: Operators as Intelligent Partners 16:00 - 17:30 Mobilising the Retail Business
Mobile World Live Keynote
09:00 - 10:30
11:00 - 12:30
14:00 - 15:30 Mobile Applications: Building for Tomorrow
18:00 - 18:45
Tuesday 28 February
Networking Break
Networking Break
Networking Break
Keynote 3: Mobile Operator Strategies in Developing Markets
Keynote 4: Exploring the Mobile Cloud
Mobile Cloud: Home of the Future Mobile Advertising: Mobile in the Marketing Mix
Mobile Cloud: Cloud & Network Intelligence Mobile Advertising: Social Media
Networking Break
Mobile Health: Emerging Markets
The Mobile Enterprise
15:00-16:30 Global Mobile Awards 09:00 - 10:30 11:00 - 12:30 13:45 - 15:15 Mobile Innovation: A Vision of 2022 15:45 - 17:15 Mobile Money: NFC Embedded Mobile: State of the Market
Networking Break
18:00 - 18:45
Wednesday 29 February
Regional Focus: BRICS

Networking Break Networking Break
Keynote 5: Mobile OS & Applications
Keynote 6: Financial Services in a Mobile World
Networks: Network Infrastructure Costs Consumer Devices: Riding the Smart Device Wave Mobile Advertising: Ecosystem
Networks: QoE & Capacity Media & Entertainment: The Future of Mobile Music Mobile Advertising: Emerging Markets
Networking Break
09:30 - 11:00
11:30 - 13:00
Networking Break Networking Break
14:30 - 16:00 Mobile Money: Emerging Markets Embedded Mobile: Consumer Electronics Technology Evolution: Network Operations Evolution
Thursday 1 March
Mobile Money: Delivering Innovative Mobile Payment Services Embedded Mobile: Automotive & Utilities Technology Evolution: Network Architecture Evolution
Keynote 7: Driving the Mobile Technology Evolution
Conference Agenda as of 10 January. Admission to the conference programme and keynotes is included in Silver, Gold and Platinum Passes. Agenda subject to change; the most up-to-date information is available on www.mobileworldcongress.com.
Get the latest information at www.mobileworldcongress.com
Keynote Speakers
The 2012 Mobile World Congress conference programme will continue to showcase the innovation, intelligence and inventiveness that has typied the global mobile industry. The following keynote speakers will headline an unparalleled agenda taking place over four days and covering the key trends driving the development of the growing mobile communications ecosystem.
Keynote Speakers:
Franco Bernab
Chairman GSMA Chairman & CEO Telecom Italia Group
Ren Obermann
CEO Deutsche Telekom
Kevin Johnson
CEO Juniper Networks
Anne Bouverot
Director General GSMA
John Donahoe
President & CEO eBay
Stephen Elop
President & CEO Nokia
Ben Verwaayen
CEO Alcatel-Lucent
John Riccitiello
CEO Electronic Arts
Ryuji Yamada
President & CEO NTT DOCOMO
Warren East
CEO ARM
Hans Vestberg
President & CEO Ericsson
Dan Hesse
CEO Sprint Nextel
Ralph de la Vega
President & CEO AT&T Mobility & Consumer Market AT&T
William Clay Ford Jr.

Executive Chairman Ford Motor Company
Jon Fredrik Baksaas

President & CEO Telenor Group
Brian Dunn
CEO Best Buy
Eric Schmidt
Executive Chairman Google
Jo Lunder
CEO VimpelCom
Sunil Mittal
CEO & MD Bharti Airtel
Peter Chou
CEO HTC
John M. Partridge
President Visa
Xi Guohua
Vice Chairman China Mobile
Michael Roth
Chairman & CEO IPG
Vittorio Colao
Chief Executive Vodafone
Vikram Pandit
CEO Citigroup
Michael Abbott
CEO ISIS
Conference Programme
Day 1 Monday, 27 February

Opening Keynote 1: Mobile Operator Strategies in Developed Markets 09:30 11:00
While the mobile industry remains robust despite a turbulent global economic climate, the worlds mobile operators face many critical issues which will dene the future growth of the industry. Perhaps one of the most pressing is how to balance the need for continued investment in growth opportunities and the challenges presented by a competitive marketplace, limited spectrum resources and highly discerning customers. The plethora of mobile connected devices and new services in the market today provide a tantalising glimpse into the future of mobile, but much still needs to be done in order to deliver on the promise. This session will explore a range of issues such as: How can operators continue to evolve their business models as disruptive services challenge the status quo of traditional revenue streams? What opportunities does the entry of mobile technology into new verticals provide operators with? How can operators remain at the forefront of the technology innovation that has made our industry one of the key growth drivers of the global economy? Join the CEOs of the worlds leading operators as they discuss the strategies that are shaping the mobile industry today and well into the future. How can stakeholders from different elements of the broad mobile ecosystem work together to deliver the services which will match the technological innovations we are seeing in the consumer electronics space today? Join industry leaders from the worlds retail, advertising and mobile companies as they discuss the future of the connected consumer.
Networking Break 13:00 14:00 Mobile Applications: Apps for All How Apps are Changing our Lives 14:00 15:30
Apps are integral to the way many of us now live, work, and play. From the games business to gamifying business, apps exist for everything from throwaway fun through to essential work tools. Some apps we pay for, some we dont. Some we probably dont even think of as apps, since they t so seamlessly into the way we live our lives. Overall, the apps business is booming; Gartner forecasts US$15.9 billion end-user spend on apps in 2012. But reports also suggest that half of apps make less than US$3k each. Given the months of work that can go into producing an app, this kind of return on investment cant be sustainable long term. How should the apps ecosystem evolve to support development? This session will look at two sides of the app equation. First, the money question what is the most sustainable way to build an apps business model? And second, a discussion of how the world works for developers and a look at the type of apps that are out there changing the way we live.
Networking Break 11:00 11:30 Keynote 2: The Connected Consumer 11:30 13:00
From desktop PCs and games consoles to smartphones and tablets, Internet connectivity is now a pre-requisite for most consumer electronics devices. With so many consumers connected to multiple devices, content providers, advertisers and brands are experiencing an unprecedented access to end users, but the fragmented and personal nature of the mobile Internet poses a challenge to these players as they plan which engagement channels, strategies and business models will drive growth and justify investment in the digital space. Meanwhile, xed and mobile Internet service providers, as well as equipment manufacturers will be challenged to provide a seamless online experience to increasingly tech-savvy and demanding consumers.
Conference Agenda as of 10 January. All sessions take place in Hall 5.

Mobile Health: Getting Mobile into the System What weve Learnt so Far 14:00 15:30
Most of the successes in mobile health to date have been built from the bottom up: small but impactful projects that help communities with anything from increasing access to health information to improving maternal care. But the real step change for mobile health will come from national and international scale, which means, in many cases, getting mobile into existing government and private health systems. There are still many and varied systemic barriers to scaling mobile health, but progress is being made. The US Food and Drug Administration recently began to approve mobile health applications and is expected to issue guidance on mHealth devices in 2012. It is just this sort of progress that is vital to building condence to invest in mHealth. This session will look at what has been done to date to get mobile health integrated into and supported by large health systems. Players from across the ecosystem will offer case studies from their own experience and will discuss what still needs to be done to get the most from mHealth.
Business Transformation: Operators as Agile Businesses

Jointly developed with
14:00 15:30
Compared to over-the-top competition, traditional communications service providers have at times been slow to act and react to changing market conditions. However there are striking demonstrations of business agility within the communications world as service providers adapt their legacy infrastructures to tackle new requirements. These successes have been based on becoming a flexible enterprise through identifying and interpreting relevant data to make quick business decisions. To continue to overcome diminishing prot margins, service providers must become more responsive to their business environment and their consumers. In this session, we examine key success factors, pain points and case studies to help service providers deliver the agility and ingenuity they need to seize business opportunities and maximise their revenues.
Networking Break 15:30 16:00
Mobile Cloud: Competitive Landscape 14:00 15:30

Gone are the years when a competitor was a competitor and a partner was a partner. In todays fluid competitive scenario, mobile operators must compete and collaborate amongst themselves and with other industry stakeholders. Software and Internet players are partners in the morning and competitors in the evening as the lines of competition blur. This session will address the challenges that this hyperdynamic competitive scenario bring to mobile operators as well as the entire ecosystem. Business relationships are going beyond joint-ventures, M&A and strategic partnerships and in this scenario risks and opportunities are greater than ever.

Mobile Applications: The Future of Voice & Messaging 16:00 17:30
Voice and messaging the most fundamental of all mobile services are changing. Mobile network operators used to be the undisputed rulers of voice and messaging on the go. Occasionally there was a challenge to their primacy VoIP made a few headlines and mobile IM was a U.S. frontrunner for a while but global mobile voice and SMS usage was robust. However, the popularity of smartphones, wifi offload and unlimited data plans has helped make it cheap and easy for consumers to get their voice and messaging from someone else, and operators have begun to report the impact. But this isnt just about a battle between mobile operators and over-the-top players. Its a story of partnerships and changing consumer behaviours, of richer communications and new business models. This session will bring together key players in this evolving marketplace to ask whether there has been a shift in the balance of power, and what mobile voice and messaging will look like in years to come.
Mobile Cloud: Contending for Content 16:00 17:30

The huge number of cloud solutions available today is only set to grow in the future as the adoption of smartphones, tablets and other media devices increase rapidly. The increase in mobile data capacity requirements due to the cloud presents some challenges for mobile network operators and other service providers in optimising content delivery. How can mobile network operators and other service providers ensure the most efcient use of their networks and other assets to successfully deliver cloud-based content and monetise cloud solutions protably? This session will discuss mobile cloud content delivery models and will assess how mobile network operators and other service providers can best leverage their assets to maximise their opportunities in the value chain and monetise mobile cloud solutions successfully.
Mobile Health: mHealth & the User Building Trust, Creating Demand 16:00 17:30
For mobile health to succeed, end users must understand the benets of mHealth and also trust that it will deliver what it promises. Without both of these intangible qualities, mobile health can only be a solution looking for a problem. Proponents of mobile health need to ensure that the mHealth message gets out, work out how to build trust in what it offers and create demand from the users wholl benet from it. This session will question the extent to which patients and consumers in different markets are ready and willing to use mobile health. It will discuss the way patients and consumers perceive different uses of mobile in health, from wellness apps through to physician-prescribed monitoring devices. Speakers will also discuss how to market the mobile health message, and will examine approaches to branding, pricing and promotion of mHealth services from different levels of the value chain.

Business Transformation: Operators as Intelligent Partners
16:00 17:30
With the spread of the mobile Internet, smartphones and the emergence of M2M, the role of service providers within an increasingly complex value chain has evolved and as new devices emerge, more change is on the horizon. This evolution exposes service providers to the needs of new industries; those service providers that can work with and support these needs will thrive while the slowest will fall by the wayside. Service providers networks, billing relationships, data handling and wealth of information offer magnicent opportunities for would-be partners to take advantage of. However, the challenge for service providers lies in presenting these in useful formats to support creative and lucrative partnerships. The success of OTT players is testament to past shortcomings in this area. How can service providers rise to the technical and business challenges of becoming intelligent partners to diverse industries? This session examines the hurdles to overcome and outstanding examples to follow.
Networking Break 17:30 18:00 Mobile World Live Keynote 18:00 18:45
The Mobile World Live keynotes will once again feature the industrys leading lights, sharing their visions for the future of mobile technology. These special stand-alone evening sessions are a break from the traditional format, and are the only Mobile World Congress conference sessions to be broadcast live over the Internet and via Mobile World Live TV.
Day 2 Tuesday, 28 February

Keynote 3: Mobile Operator Strategies in Developing Markets 09:00 10:30
The positive impact of mobility on developing economies is well documented, and as the number of global mobile connections continues to grow, many of the additional connections will come from the developing world. But bridging the digital divide is about more than merely providing access to mobile phones. How have operators tailored their business models to thrive in a world where economic constraints are most harsh? How have the services they have provided helped to enrich the lives of consumers and communities? What impact will mobile have on users who are accessing the Internet for the rst time? How can this spur a new wave of innovative services and help the developing world to continue its upward trend of economic inclusion? The CEOs of many of the worlds leading operators will share their insights and pioneering work in this developing world in a keynote which will challenge conventional wisdom and paradigms from the developed world.
Keynote 4: Exploring the Mobile Cloud 11:00 12:30

As individuals and enterprises become increasingly mobile, the demand for online storage, delivery and access of content and availability of services is exploding. This is a mobile cloud world, a world where ones entire life must be accessible remotely and instantly from any device of choice. In this scenario, players across the industry, including regulators, must collaborate to address the challenges of technological reliability, online privacy, user safety as well as cultural barriers. In the end, users demand to have personal clouds, be it for entertainment or work, will pose a number of challenges for all participants in the ecosystem, including governments. How will the mobile industry deliver a seamless service experience while dealing with this new paradigm where all our content is stored online? Where are we in terms of readiness and ability to offer reliable and affordable cloud services? And which are the biggest hurdles to overcome as these services become widely adopted worldwide? CEOs from across the value chain will discuss the future of the mobile cloud, its requirements and drivers, and innovations we can expect to see in the coming years.
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Mobile Applications: Building for Tomorrow The Evolution of App Development 14:00 15:30
The changes in the app-development environment have been many and varied over the last few years. The journey from 2007, when the market that didnt even know what apps were, let alone really use them, to where we are today has already seen the rise and fall of several development platforms. This fluctuating landscape has forced developers to make difficult choices about what to develop for which platform. Plus its getting harder and harder for individual apps to stand out as they become victims of their own success. This session will look at the current app development landscape and will examine the emerging trends that will shape the future ecosystem. Speakers will discuss the drivers for change, the value of HTML5 versus developing for native platforms and the problem of discovery. They will also look beyond handset-based apps to mobile apps for TV, for cars etc., and will consider what the ecosystem and business models for non-handset and cross-platform apps look like.
Mobile Cloud: Home of the Future Embraces Mobile Cloud 14:00 15:30
Mobile cloud services, ranging from email, messaging and storage solutions to gaming applications are increasing rapidly. Whats more, the user experience in the home is extending; cloud services are being accessed by multiple media devices using both mobile and xed line connections. While this choice is potentially empowering for the user, it can create a fragmented user experience as the delivery of content may not always extend to all the users devices. How can the user pay for cloud content once, but access the same content seamlessly on multiple devices in the home, regardless of whether using a mobile or xed line connection? This session will explore what mobile network operators and other service providers can do to ensure that the user remains at the centre of the cloud experience as cloud content and media devices continue to proliferate.
Mobile Health: Emerging Markets Partnerships for Growth 14:00 15:30

The emerging economies present a challenge for mHealth equal to, but different from, the more mature health markets. Many regions lack robust health infrastructures and even basic health care provision, which presents considerable difculties in improving locals health. But the lack of legacy health systems and universal healthcare support may mean that the benets of mobile health can be felt in the emerging economies much sooner than in the developed nations. There is no one-size-ts-all model for bringing these benets to people on the ground but it is generally agreed that partnerships will be a fundamental feature. The varied capabilities commercial, technical, regulatory, cultural needed to deliver fully realised mHealth services means that no single player can do it on their own. This session will consider how partnerships will work in the emerging markets to deliver successful mHealth services. It will discuss the efficacy of existing mHealth projects and consider how to build sustainable mHealth business models for low and middle income countries.
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Mobile Advertising: Mobile in the Marketing Mix Does Having an App Count? 14:00 15:30
Mobile has the potential to be all things to all men when it comes to advertising. Big screens and fast networks mean mobile can compete for eyeballs with TV and movies; search puts it up against the fixed internet; SMS and messaging are possible replacements for direct mail. But is such a blanket approach the right one? What is the right use of mobile in advertising? Does the contextual nature of mobile actually mean that we should be talking about marketing, not advertising? This session will ask how mobile should t into a brands crossplatform marketing strategy. It will consider how we should conceptualise mobile, whether in terms of its potential to create a short term splash or to build and support long-term consumer engagement.
The Mobile Enterprise: Maximising Workforce Productivity in the Age of Consumerisation 16:00 17:30
The enterprise is becoming increasingly mobile and personal. The lines between work and personal lives are blurring; the use of personal mobile devices in the workplace is adding to the complexity for enterprise IT departments which must manage this proliferation of personal mobile devices and ensure device security. In light of the growing consumerisation of IT, how can enterprises most effectively mobilise securely? Are bolt-on mobile enterprise solutions sufcient, or is it necessary to integrate mobile solutions deep within the enterprises infrastructure fabric? What is clear is that enterprise mobility needs to offer a compelling user experience. This session will showcase examples of solutions that are successfully mobilising the enterprise. It will also discuss the challenges faced by mobile network operators and other service providers in rolling-out mobile enterprise solutions in the age of IT consumerisation and will ask how enterprises can most effectively utilise mobile technologies to maximise workforce productivity.
Networking Break 15:30 16:00 Mobilising the Retail Business 16:00 17:30
Its not news that mobile technologies are making a huge impact on the retail business. Neither is the fact that so far most of the changes have come from the consumer end, with instant price comparison, competitive online alternatives and the convenience appeal that mobility brings to the casual window-shopper. But another big trend is also emerging, this time from the retailers side, and has as much, if not greater, impact. By analysing consumer behaviour, circumstances, demographics and motivations retailers are developing more attractive offerings. They are also using mobile to better manage their inventory, which is one of the most important secrets of a trade that traditionally operates on low margins and depends on scale and efciency. This session will discuss the latest trends and drivers that are helping mobile reshape the retail business.
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Mobile Cloud: Operators in the Drivers Seat Cloud & Network Intelligence 16:00 17:30
In recent years operators have struggled against the threat of disintermediation from disruptive Over The Top players and the prospect of being relegated simply to pipe status, dumb or not. Today, technology trends offer operators the chance to gain renewed relevance for their customers. The increasing convergence between networks, IT and cloud capabilities offers operators many new ways of understanding their customers, networks and services. This in turn opens up a wealth of opportunities to deliver smarter services, engage in timely ways with customers and identify cost savings. The visibility and control enabled by combining cloud methodologies with extra intelligence in the network will be vital to reclaiming a share of customers attention and wallets. This session examines practical experiences at the cutting edge of such activities and looks at where such capabilities will lead.
Mobile Advertising: Context is King Advertising & Marketing with Mobile Social Media 16:00 17:30
Its no surprise that, given mobiles inherently personal nature, it has grown quickly to be a major channel for social media. This willingness of users to engage with mobile social networking offers real opportunities for brands to create contextually relevant messages for their customers. Advertisers are already getting get a grip on PC-based social media: eMarketer predicts social network advertising revenues to reach US$10 billion in 2013, almost double the $5.5 billion forecast for 2011. But the personal gets more personal and the contextual more contextual with mobile, so marketers still have a lot to contend with before marketing via mobile social networks really lives up to its potential. This session will ask how the combination of presence and social context that mobile offers can be used for brand advertising. It will ask whether audience targeting and relevance is more assured via the mobile channel, and how the mobile social media approach can t with a wider advertising campaign.
View MWC 2011 Highlights
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Day 3 Wednesday, 29 February

Keynote 5: Mobile OS & Applications 09:00 10:30
Applications continue to transform the mobile experience, offering new and innovative ways of delivering services and experiences to an ever wider audience. In a shake-up of the traditional mobile value chain, new ecosystems are being built around software platforms and operating systems, constantly redrawing the line between partners and competitors in a dynamic environment. This new paradigm continues to pose a real threat of disintermediation for operators, and as the mobile industry becomes ever more reliant on Internet-based communications, the importance of software in the value chain is only set to grow. What steps are traditional mobile players taking to ensure they remain a relevant voice for their end users and which partnerships will prove most conducive to that end? How do new challengers see this competitive landscape and the role they are set to play? How will the roll out of new web standards such as HTML 5 and IPv6 impact the ecosystem? In this session, CEOs from across the mobile ecosystem will take the stage to share their thoughts on these industry-changing issues.
Keynote 6: Financial Services in a Mobile World 11:00 12:30

Despite the incredible success enjoyed by the first wave of mobile money services, more advanced nancial services have been slow in coming to mobile in emerging markets. At the same time, technology innovation and mobile applications such as NFC have played an important role in driving demand in developed economies, but have yet to reach worldwide adoption. All this is set to change as operators, nancial institutions and regulators make giant strides towards building the necessary regulatory and business frameworks to support mobile money services on a truly global scale. In addition, the proliferation of NFC-enabled handsets, and the deployment of the associated infrastructure is also reaching the tipping point which will bring advanced mobile money services to the mass market. 2012 promises to be a pivotal year for the mobile and nancial industries as they seek to offer the best of both worlds in an integrated, protable and secure way. Which nancial services will prove most successful on a global scale, and which will be conned to local geographies? How important a role will regulation continue to play? With trust and accountability being critical factors in the nancial services space, what assurances and protections are operators and their partners able to provide consumers? To discuss these questions and more, CEOs from financial institutions and mobile operators will take to the stage in a keynote dedicated to addressing the complex issues surrounding mobile money.
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Mobile Innovation: A Vision of 2022 13:45 15:15
The rapid pace of innovation in the mobile industry has accelerated even further in the last 12 months. With the arrival of LTE, the growth of embedded services and global adoption reaching new peaks, the potential for mobile has never been greater. Mobile has fundamentally transformed the way that we interact and connect with each other. This session will look at the future innovations and trends that will shape how we communicate in the next 10 years. Over 90 minutes we will showcase demonstrations from a number of innovators in the mobile industry. All presenters will be given a short speaking slot and spectators will be able to vote for the most inspiring participant. From concept to product, technology to service, what will have the most impact in 2022?
Networks: Infrastructure Costs in the Age of Austerity 13:45 15:15

Many developed telecoms markets are struggling against static or declining ARPUs, while operators in emerging markets typically serve low-ARPU customers from the start. Cutting the cost of deploying and managing infrastructure is a valuable prot enabler. However, demand on the networks is growing throughout the globe, making cost reductions harder to effect. In todays environment of austerity, operators are rethinking business models, searching out new solutions and revisiting old ones to deliver lower-cost networks. This session highlights some of the most outstanding examples of ingenuity and shows how operators around the world can employ similar measures.
Consumer Devices: Riding the Next Wave of Smart Devices 13:45 15:15
Smart consumer devices from smartphones to tablets, eReaders, connected TVs and more are changing from being premium items to suit mass-market customers. While this offers potentially signicant new revenue streams from end users, it also adds to the much-discussed data tsunami. Moreover, as Internet, application, content and device companies scramble to take advantage of this brave new world, operators risk becoming marginalised unless they can develop business strategies and partnerships to gain a share of a fruitful new market. What will the smart device future look like and where do operators t into it? What strategies and services offer the greatest opportunities? How can operators avoid simply being drowned in data? We examine how operators across the globe are leveraging their positions and resources to take their share of these new revenue streams.
Regional Focus: BRICS & The Challenges of Innovation 13:45 15:15

Brazil, Russia, India, China and South Africa, a group of large emerging markets regularly grouped together under the acronym BRICS, are amongst the top ve global mobile markets with nearly 45% of the worlds subscribers in total. Obviously, the biggest contributors for such massive numbers are China and India with nearly one billion subscribers each, but proportionalities aside, these ve markets have been, at least for the last few years, the biggest growth drivers in their respective regions for global vendors and mobile operating groups. However, it is not easy for mobile operators to thrive in these markets. Complicated and heavy taxation coupled with slow regulation hinders innovation. Low average national income is a natural barrier to increasing ARPU and to offering value added services. High growth in prepaid markets still keeps operators too busy to invest in services designed to adjacent verticals such as nancial services, automotive and healthcare. This session will examine how key industry players in such diverse countries are managing to drive growth, cope with a demanding and ever-expanding subscriber base and promote the next wave of innovation.
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Mobile Advertising: The Mobile Advertising Ecosystem Making it Work 13:45 15:15
As mobile increasingly becomes a recognised medium for brand advertising and marketing, albeit one that in most cases still only attracts tentative investment, the value chain is expanding. There are two underlying approaches emerging: one that sees mobile as a separate channel to be used either independently or to be tted at the edges of a wider campaign; the other considers mobile to be just one part of the marketing mix but one that is nevertheless central to media planning from the start. This session will take a practical look at how the value chain is evolving for mobile advertising. It will examine what type of players are currently in the mobile advertising value chain, consider the return on investment of the model as it currently stands, and discuss what the marketplace should look like to sustain a fruitful mobile advertising channel.
Mobile Money: NFC Services Gain Momentum 15:45 17:15

NFC services are gaining momentum and the market potential is signicant. Frost and Sullivan estimates that by 2015 there will be more than 860 million NFC-enabled handsets worldwide. Furthermore, Juniper Research forecasts that the payment value of NFC will reach US$170 billion worldwide by 2015. Several of the worlds handset manufacturers, mobile network operators and payment providers have begun to roll-out commercial NFC services in several markets, with the number set to grow over the coming year. NFC is well-known in the area of mobile payments, but beyond this, it can facilitate mobile ticketing, mobile couponing, the exchange of information and content, control access to cars, homes, hotels and many more services. This session will provide an overview of whats happening in the world of NFC, exploring what recently rolled-out commercial NFC services look like and what future services are expected to offer to consumers. The session will also address what is required of th e mobile ecosystem to facilitate the widespread adoption of these services.
Embedded Mobile: State of the Market 15:45 17:15

While the consumer electronics segment is well-established in the utilisation of embedded mobile in, for example, e-readers and tablets, the automotive, healthcare and utilities sectors represent relatively untapped market opportunities for the mobile ecosystem. Safety, security and infotainment services in cars, and smart metering utility services are just some examples of embedded mobile solutions which are having a tangible effect on peoples lives. Mobile network operators are uniquely positioned to take advantage of the huge market opportunity; they provide the ubiquitous network connectivity, are developing the Embedded SIM and have the mobile infrastructure and customer support services in place. Mobile network operators can further strengthen the embedded mobile proposition by working closely with vertical sectors to bring these solutions to market. This session will provide an overview of the embedded market. It will also address the challenges in bringing protable embedded solutions to market and will ask whether mobile capacity is able to cope with the expected growth in demand for embedded mobile solutions.
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Networks: Delivering Quality of Experience, Despite Capacity Constraints 15:45 17:15
Consumers and enterprises often face low barriers to switching mobile network operators, and one of the key drivers of switching behaviour is a poor quality of experience with that provider. Network capacity is frequently discussed as a limiting factor on delivering a good quality of service, particularly relating to low-latency services such as content in busy areas has become an expensive priority. However, the relationship between Quality of Experience and network capacity is not straightforward and operators risk spending in vain. Meanwhile a variety of techniques, particularly when used holistically, can improve the customer experience and delay the need for expensive new cell sites. So how do operators monitor and deliver top-quality experiences without breaking the bank? Find some of the best thinkers on the issue in this session.
Mobile Advertising: Emerging Markets 15:45 17:15

Mobile is the brave new frontier for brands seeking to capitalise on opportunities in the high growth markets. Why? Because mobile is becoming the communication channel of choice for these consumers. For instance, more than 60% of Indian mobile Internet users never even use the Internet via a PC, and this mobile-rst behaviour is being repeated across the emerging markets. It is this phenomenon that makes mobile a key gateway to new consumers in the emerging economies. This session will look at the opportunities and challenges for all players in the mobile advertising ecosystem to build mobile into a successful channel for advertising in the highgrowth markets. Players from across the value chain will examine the current mobile marketing state of play in these markets, will consider the consumer appetite for receiving marketing via their mobiles and will ask how the ecosystem should evolve to make the most of the nascent opportunity these markets offer.
Media & Entertainment: The Future of Mobile Music 15:45 17:15

There is so much potential, but as yet, so much untapped opportunity for mobile music services globally. Will the future be in the cloud, indelibly linked to social media, or is the future of music on mobile all about the live experience? Can mobile based ticketing, live streaming, location, merchandising and social media be harnessed together to engage fans as never before? Whats at stake for artists in the next phase of digital music evolution? This session will bring todays music and Internet pioneers together with leading mobile players to explore the future of distribution and discovery, new business models, enabling technology innovation and many other developments. Expect to hear the unexpected from influential music managers, game changing artists and global mobile players in the ecosystem.
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Day 4 Thursday, 1 March

Keynote 7: Driving the Mobile Technology Evolution 09:30 11:00
As mobile operators across the globe upgrade their networks to LTE, the full promise of fast and ubiquitous mobile broadband is becoming a reality. However, as demand for data services continues to grow, it will become increasingly important for operators to deploy technologies which will not only make their networks more intelligent, but also make the best use of their spectrum allocations. Network architectures will need to evolve to reflect both the density of these new networks as well as the increased capacity they will carry. The drive to scale up the deployment of LTE-enabled devices will be just as important, while at the same time LTE Advanced looms large on the horizon with a whole new set of questions and challenges. Which factors will determine the technology investments operators make in the coming years? Can the industry do more to work collaboratively and build greater efciencies into the R&D and manufacturing process? How will regulation impact the growth of the mobile ecosystem? Join some of the industrys technology pioneers as they discuss the future of the networks which underpin all that is mobile.
Mobile Money: Delivering Innovative Mobile Payment Services 11:30 13:00

A wide range of mobile payment products and services have been rolled-out globally to date, largely focused on the purchase of digital goods and services. The mobile payments market is expected to reach $670 billion by 2015, according to Juniper Research, and the scope of mobile payments is broadening outside of digital goods and services. In light of the expected growth in mobile payments, service providers continue to look for new ways to innovate and utilise technology to execute payment transactions and deliver an improved user experience. Virtual cards enabling online payments, virtual currencies and credit card readers are just some examples of technology innovations in mobile payments. However, delivering innovative mobile payment services is not just about the underlying technology; a streamlined value chain and a customer-focused go-to-market strategy are also critical factors in delivering successful mobile payment services and gaining competitive advantage. This session will explore the latest innovations in mobile payments. It will also address the challenges for the ecosystem as well as the critical success factors in delivering innovative services in the highly-competitive mobile payments space.
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Embedded Mobile: The Market Opportunity in the Automotive and Utilities Sectors 11:30 13:00
The automotive and utilities sectors, amongst others, represent strong market opportunities for mobile network operators and other service providers. Embedding telematics into vehicles which use mobile connectivity to deliver safety and security services, and infotainment services such as Internet access, live trafc updates and weather reports are becoming increasingly commonplace. Meanwhile, mobile connectivity is enabling utilities suppliers to more effectively manage the supply and demand of consumers energy and water. The market opportunity for embedded mobile in the automotive and utilities sectors will be evaluated in this session. It will also explore the types of services that can be expected in the future and the role of the various players in the value chain in bringing these solutions to market, whilst addressing critical successful factors.
Networking Break 13:00 14:30 Mobile Money: Emerging Markets Where are the Opportunities for Mobile Money? 14:30 16:00
Several emerging markets represent strong growth opportunities for mobile money due to the high numbers of unbanked and under-banked customers. Money transfers, bill payments, cash withdrawals and forms of micro nancing, often through simple but secure SMS messaging, are just some examples of mobile money services which are proving valuable to consumers in emerging markets, where mobile phone usage is high but access to traditional banking services is limited. This session will explore where opportunities exist for mobile money services in emerging markets. It will discuss the role of mobile network operators, nancial institutions and payment providers and the challenges in bringing mobile money services to emerging markets.
Technology Evolution: Network Architecture Evolution

11:30 13:00
Even in the near future, operators will need to deliver higher capacities, new services and higher Quality of Service to the customer, while improving efciency and lowering cost internally. For most operators, this revolution must be achieved by an evolution in their radio, aggregation and core networks. Mobile operators have already started to deploy heterogeneous network structures combining different generations of wireless technologies, often embedded in an environment of macro-, micro- and even femto-cells. Furthermore, LTEAdvanced features, new centralised RAN and smart network architectures are currently being developed and evaluated. As a result, many of the elements needed to deliver a flexible, intelligent network already exist or will appear in the near future. The main challenge is to do it right to bring the pieces of the puzzle together in a way that supports an operators nancial, technical and business needs throughout the evolutionary process. This session highlights how industry leaders are working towards this and what steps should be taken.
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Embedded Mobile: Consumer Electronics The Case for Embedding Mobile Connectivity 14:30 16:00
As the demand for consumer electronics such as tablets and e-readers goes from strength to strength, mobile network operators must contend with a huge increase in multimedia trafc on their networks. What types of consumer electronics are expected to place the most demands on mobile networks? What are the different use cases? How can mobile network operators best meet the growing demand for mobile connectivity while maintaining the same Quality of Service that consumers have come to expect from their electronic devices? This session will explore the landscape of embedded consumer electronics and the business case for embedding mobile connectivity into consumer electronics devices, and will consider the possible alternatives.
Technology Evolution: Network Operations Evolution

14:30 16:00
Technology developments and business pressures are destroying many old barriers between networks and IT, voice and data, xed and mobile, telecoms and Internet. This change offers operators the chance to manage their networks and services in new ways, lowering costs and opening up fresh business opportunities. However, for operators to take full advantage of these opportunities requires some radical changes throughout their business, networks and IT systems. There are considerable challenges to overcome, not least the management of converged networks, of different wireless technology generations and of an increasingly complex multi-vendor environment. Based upon practical experience, this session focuses on how to evolve mobile network operations effectively. It offers delegates the chance to understand the path towards a new style of network operations, how to take advantage of its benets and how to avoid the dangers on the way.
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Conference Speakers
The Mobile World Congress conference programme brings the leadership of mobile operators and key players in the broader mobile ecosystem together in an exclusive forum for sharing the visions and strategies that will shape the mobile future. Conference attendees have a unique opportunity to gain perspectives and keen insights from the most influential and innovative companies in the world through a combination of dynamic, interactive conference sessions and extended networking opportunities. In addition to the keynote speakers, the following executives will be presenting as part of the Mobile World Congress conference programme:
Dominique Bonte, ABI Research Jeff Orr, ABI Research Andrew Graham, Adidas Stephen Bowker, Aircom International Lior Netzer, Akamai Technologies Adolfo Hernandez, Alcatel-Lucent Marcus Weldon, Alcatel-Lucent Safdar Mustafa, Al Jazeera David Amzallag, Amdocs Marco Quatorze, America Movil Rupert Daniels, Arsenal FC John Donovan, AT&T Jon Summers AT&T Kevin Peters, AT&T Peter Santos, Audience Andy Chong, Axiata Group Berhad Manoj Kohli, Bharti Airtel John Malloy, Blue Run Ventures Dr Michael Wrtenberger, BMW Group Ron Hirson, BOKU Marcelo Claure, Brightstar Dr KF Lai, BuzzCity Fernando Alvarez Tabio, Capgemini Daniel W. Burger, Capgemini Bill Huang, China Mobile Research Centre Robert Pepper, Cisco Thierry Maupile, Cisco Dave Birch, Consult Hyperion Paul Lee, Deloitte Kobus Smit, Deutsche Telekom Vincent Hoogsteder, Distimo Raffaele de Peppe, DLNA Dr Michael Reilly, Doro Renate Nyborg, Edelman Noah Elkin, eMarketer Erik Kruse, Ericsson Johan Wibergh, Ericsson Martin Krling, Ericsson Valter DAvino, Ericsson Khalifa Al Shamsi, Etisalat Luis Jorge Romero, ETSI Scott Durchslag, Expedia Worldwide Christian Lindholm, Fjord Doug VanDagens, Ford Motor Company Dennis Crowley, Foursquare Scott Jenson, frog Rob Grimshaw, FT Olivier Piou, Gemalto Kevin Fitchard, GigaOM Karim Temsamani, Google Osama Bedier, Google Tim Wood, Grameen Foundation Frederic Huet, Greenwich Consulting Jean-Marie Letort, Greenwich Consulting Dan Warren, GSMA Dr Nav Bains, GSMA Otto Berkes, HBO Gabriel Brown, Heavy Reading Philippe Leon, HP Bob Cai, Huawei Nick Wiggin, Huawei Zhu Haobing, Huawei Ling Shao, IBM Scott Burnett, IBM Zygmunt Lozinski, IBM Corporation Malcolm Nicholas, IBM Global Business Services Mark Winther, IDC Corp. Nicholas McQuire, IDC Corp. Eric Bader, Initiative Joy Liuzzo, InsightExpress Doug Fischer, Intel Simon Brown, ip.access Ryan Hughes, Isis Atul Bhatnagar, Ixia Macario Namie, Jasper Wireless Steve Shaw, Kineto Wireless Matt Murphy, Kleiner Perkins Matt Hatton, Machina Research Ben Whitaker, Masabi Pardeep Kohli, Mavenir Nicolaus Henke, McKinsey Mark Bole, Mesaplexx Todd DeLaughter, mFormation Patty Mechael, mHealth Alliance Karl-Heinz Land, MicroStrategy Mark Zawacki, Milestone Group Khalid Al Kaf, Mobily Labib Shalak, Mobinets Dr Sailesh Chutani, Mobisante Themba Khumalo, MTN Uganda Oleg Svirskiy, MTS Russia Sean Parker, Napster Peter Meissner, NGMN Sandro Dionisi, NGMN Jonathan Carson, Nielsen Telecom Larry Haddad, Nissan International Michael Halbherr, Nokia Amir Lahat, Nokia Siemens Networks Balzs Bertnyi, Nokia Siemens Networks Susie Kim Riley, Northbridge Venture Partners Scott Seaborn, Ogilvy Group UK Michael Manzo, Openet Carlos Lourenco, Optimus James Haddock, Oracle Laurence Le Ny, Orange-France Telecom Thierry Bonhomme, Orange-France Telecom Daniel Gurrola, Orange Ludovic Lvy, Orange Thierry Millet, Orange Marc Zionts, Ortiva Wireless Van Jacobson, PARC Eugene Tsyrklevich, Parkopedia.com Rodger Desai, Payfone David Marcus, PayPal Gustav Praekelt, Praekelt Dr Christopher Wasden, PricewaterhouseCoopers Don Jones, Qualcomm Robert Marcus, QuantumWave Capital David Halpin, Quickofce Inc. Alan Panezic, RIM Alistair Mitchell, RIM Selina Lo, Ruckus Wireless Martin Kopp, SAP AG Mike Wehrs, Scanbuy Peter Broekroelofs, Service2Media Rajiv Mehrotra, Shyam Hoojong Kim, SK Telecom Jongtae Ihm, SK Telecom Myung Sung Lee, SK Telecom Jeffrey Glueck, Skyre Neil Monteore, StarHub Chris Barraclough, STL Partners Jeff Gordon, Syniverse Doug Renert, Tandem Entrepreneurs Pat McCarthy, Telcordia Jose Perdomo, Telefnica Jose Valles, Telefnica Matthew Key, Telefnica Digital Juan Carlos Lopez-Vives, Telefnica Multinational Solutions Sven Strmer Thaulow, Telenor Comoyo Dr Vikram Saksena, Tellabs Ibrahim Gedeon, Telus Martin Creaner, TM Forum Robert Rich, TM Forum Tony Poulos, TM Forum Mike Putnam, Tripadvisor Ersin Unkar, Turkcell Teknoloji Uri Blackman, UberMedia Jay Altschuler, Unilever Rajiv Bawa, Uninor Yogesh Malik, Uninor Pramod Gaur, UnitedHealth Group Alex Moukas, Velti Jack Gallagher, Verizon Talmon Marco, Viber Mikhail Gerchuk, Vimpelcom Bill Gajda, Visa Srinivas Krishnamurti, VMware Marc Sauter, Vodafone John Aalbers, Volubill Gibu Thomas, Walmart Rui Paiva, WeDo Technologies Xiaodong Zhu, ZTE
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Ministerial Programme
The Ministerial Programme is an integral part of each years Mobile World Congress. This distinguished programme offers an invaluable opportunity for policy makers and industry leaders to discuss strategies for shaping the future of the mobile industry as well as mobiles potential to accelerate economic growth and advance social development around the world. Last year, more than 55 Ministers and 75 regulatory heads representing 131 countries joined high-profile representatives from international organisations including The World Bank, The European Commission and ITU for this industry-shaping programme of events. In 2012 this programme is expected to attract more than 400 ministerial and senior regulatory delegates from 140 nations, including 60 ministers. Attendance is by invitation only. Ministerial Programme Platinum Sponsor
Ministerial Programme Platinum Sponsor
Ministerial Programme Platinum & Networking Sponsor
Ministerial Programme Lounge Sponsor
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Forum Series
The GSMA aims to advance important new mobile technologies and applications through our Forum Series at Mobile World Congress, where we bring together industry players to discuss and debate important topics in dedicated sessions. Each Forum is a one-day, thought-leadership programme led by our Forum Partners and moderated by industry experts. Forum Series sessions are open to all MWC pass holders including Exhibition Visitors. Those wishing to attend must indicate their interest in doing so through our Attendee Application System. Visit www.mwc12applicationsystem.com for more information.
Augmented Reality Forum

The Augmented Reality (AR) Forum is where mobile AR will expand from a research prototype to a real world solution. Mobile AR brings together people on the move, the digital content on the Internet and the physical world. It leverages the high performance of our newest devices, speed of the latest network technologies and the need of people to tap into information while on the go. Brands seeking to engage consumers, enterprises managing valuable resources, governments serving their citizens and people who just want to explore and learn and find their friends will all be using Mobile AR in 2012. Attendees will hear practical experiences through sponsors case studies, receive insights on how different geographies are adopting AR, get suggestions where to get the latest tools and services, and be the rst to be found when brands, enterprises and developers are looking for information on mobile AR.
Monday, 27 February
09:30 13:30 13:30 14:45 14:45 15:15 15:15 16:30 16:30 17:30 AR Forum Opening Session and Session Two Sponsored by Khronos Group AR Forum Session Three Networking Break AR Forum Session Four Closing Cocktail Reception
Augmented Reality Forum Platinum Sponsor
All forum dates and times are still being conrmed. For the most current information please visit www. mobileworldcongress.com/forum-series. Attendees may register their interest in attending Forum Sessions through the Attendee Application System. To do so, please visit www.mwc12applicationsystem.com.
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Forum Series
LTE Forum
The LTE Forum explores the coming revolution in mobile data utility and network architecture. LTE promises to provide mobile users peak data rates of over 300 Mbps for downloads and rates approaching 100 Mbps for uploads. These speeds will fundamentally alter the way users view the utility of mobile data and create opportunities for innovative application developers and entrepreneurs to approach the market. This revolution has begun with launches in Europe, North America and Asia. During the LTE Forum well discuss the challenges and opportunities network operators face when building allIP architectures, as well as their many benets, including reduced latency and revolutionised network designs.
Tuesday, 28 February
09:30 10:45 10:45 11:15 11:15 12:30 LTE Forum Opening Session Networking Break Session Two - Sponsored by NEC LTE started by solving clear technical objectives: improve radio spectrum efficiency and provide economical mobile broadband networks. The introduction of all-IP network architectures and various open interfaces will allow more flexibility in developing and deploying new services. This session will analyse how this evolution will enable new services to be created and the new business models available. 12:30 13:30 13:30 14:45 Sponsored Lunch Session Three - Sponsored by ZTE LTE Summit is designed to explore the application scenarios and ZTE will take this opportunity to share its points of view on LTE application scenarios. 14:45 15:15 15:15 16:30 Networking Break Session Four - Sponsored by Openwave Industry experts will discuss and debate the growing role of pricing and policy control in delivering LTE data services. Topics to be discussed include smarter trafc steering, pricing for content and quality, applicationor service-based billing, new opportunities from over-the-top services, and engaging and educating subscribers. 16:30 17:30 Closing Cocktail Reception
LTE Forum Gold Sponsors
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Forum Series
Mobile Cloud Forum

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, as well as increased smartphone capabilities, we are on the verge of a perfect storm that will catapult mobile cloud computing to be a signicant approach to app development and value delivery. Mobile Cloud Forum will focus on how cloud computing will revolutionise mobile applications and the mobile ecosystem.
Mobile Security Forum

The increasing power and utility of the smartphone has made it the logical next target for the bad guys, viruses, malware, spyware and more. How do insiders see the market evolving? How do you build successful and secure applications? What are best practices for layering on or incorporating information security products for mobile devices? What are key lessons learned?
Wednesday, 29 February
09:30 10:45 10:45 11:15 11:15 12:30 Mobile Security Forum Opening Session Networking Break Session Two Sponsored by AdaptiveMobile AdaptiveMobile, joined by a panel of leading industry experts, will share the very latest advances in mobile security, unveil the results of unique industry research into consumer security expectations, and showcase how the worlds leading xed and mobile operators are protecting their subscribers and driving new revenues through advanced network security. 12:30 13:30 13:30 14:45 Sponsored Lunch Session Three - Sponsored by Trend Share Trend Micros vision for the future of mobile at the worlds number one event for mobile. With consumer mobile technologies spreading through the workplace, Trend Micro will explore the pitfalls your BYOD programme cant ignore, and share how to turn consumerisation into a competitive advantage. 14:45 15:15 15:15 16:30 Networking Break Session Four Sponsored by Norton by Symantec Join security leader Norton and other industry experts to explore how mobile is redening security. Well discuss how cybercriminals are adapting to the new threat landscape as well as how the emerging mobile market is driving demand for a whole new denition of the word security. 16:30 17:30 Closing Cocktail Reception
09:30 10:45 10:45 11:15 11:15 12:30 12:30 13:30 13:30 14:45 Mobile Cloud Forum Opening Session, part 1 Networking Break Mobile Cloud Forum Opening Session, part 2 Lunch Break Session Two Sponsored by NEC NEC is proud to announce its sponsorship of Mobile Cloud Forum and will present how to leverage networks assets to create new business opportunities with NECs Carrier Grade Cloud solutions. 14:45 15:15 15:15 16:30 Networking Break Session Three Sponsored by Cisco Cisco enables a world of many clouds, with services being delivered anywhere, at any time, and to any device. Join us in a discussion on how Cisco uniquely combines the data centre with an intelligent network in order to enable dynamic, efcient, and secure ondemand cloud services. 16:30 17:30 Closing Cocktail Reception
Mobile Cloud Forum Gold Sponsors
Mobile Security Forum Gold Sponsors
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App Planet App Planet
Welcome to App Planet
In 2011: More than 40,000 attendees came through the door at App Planet 200+ Exhibitors More than 12,000 developers at MWC11 54% of developer community represents senior-level positions The 2012 App Planet will feature: More than 200 Exhibitors App Developer Conferences (ADCs) led by our partners
GSMA launched App Planet in 2010 to focus on the explosive growth in the mobile apps market while fostering direct communication between developers and platform owners. Now in its third year, we will once again unite the key apps players in one place, positioning App Planet as the Centre of the Apps Universe for the mobile industry. App Planet Sponsor
Great networking opportunities App Competitions
App Planet At A Glance

Monday, 27 February Tuesday, 28 February Wednesday, 29 February Thursday, 1 March
Four days of forward-looking app-focused exhibition showcasing the framework that shapes, enables and drives the app industry
Nokia
BlackBerry Samsung
* coming soon *
IMGA WIP
An ideal place for the developer community to connect, network and explore how to Redefine Mobile
Mobile App Challenge
BMIC University Mobile Challenge
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App Planet
App Planet, located in the Upper Village, is open to all pass holders each day of Congress and will focus on the latest technology from the fast-moving apps industry. With more than 200 app-specic exhibitors in 6,700 square metres of space, App Planet provides an abundance of opportunities for developers and mobile professionals to mingle and discover apps in action. To learn more about the App Planet exhibition, visit www.mobileworldcongress.com/pavilions.
App Developer Conferences (ADCs) are a special focus of App Planet. These sessions, led by our ADC partners, run a full day and give attendees the chance to learn advanced tools, techniques and channels to market. These sessions provide invaluable opportunities and direct communication with channel and platform partners. Attendance at ADCs is granted by invitation from our ADC partners. See all of the ADC opportunities and more information at www.mobileworldcongress.com/adc, then indicate your interest in attending one or more at www.mwc12applicationsystem.com!
BlackBerry Developer Day
Monday, 27 February
Nokia Developer Day
Join BlackBerry on Tuesday for a BlackBerry Developer Day to remember. Discover the next generation BlackBerry Platform BlackBerry 10 which combines the best of the BlackBerry platform with the best of the QNX platform to create a brand new, next generation mobile platform to connect people, devices, content and services. Hear how to harness the power of Cascades, our rich native UI framework that enables developers to create powerful new graphical elements like transitions and 3D animations for applications. Learn about our updated HTML5 Platform, BlackBerry WebWorks HTML5, which offers best-in-class performance and rendering. BlackBerry WebWorks allows developers to build high performance cross-platform applications using web technologies, in just days rather than weeks or months. We look forward to seeing you at App Planet.
The Nokia Developer Day at MWC 2012 will be bigger and better than ever! Well be showing developers how to take the next steps with the Nokia Lumia and Asha device ranges; designing and developing apps for widest reach and monetising the unique dual opportunity. Did you know that Nokia Store is the most locally relevant channel available in over 190 countries? Come learn how to distribute to those 190+ countries and take advantage of the superior conversion rates of operator billing in 46 countries. Well have both overview and technical sessions as well as demos, experts and business contacts available for networking.
Interested in attending one or more ADCs? Visit www.mwc12applicationsystem.com to learn more!
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App Planet
WIPJam @ MWC12
Samsung Developer Day Its the biggest and the best Day for Developers at MWC. Thats right; WIPJam is back for Year 5! Following on the success of Mobile World Congress 2011, Samsung plans to host an event for application developers, sharing the latest technology and development tips. Grab the unique opportunity to get the advanced content from Samsung technicians. Stay tuned to www.mobileworldcongress.com/adc for updates! This year look for more Storytelling, UnPanels, Discussion Groups and Pitches. We are also adding interactive demos, a coding challenge, speed networking and more. Get connected to industry leaders and other developers; learn about the tools and resources to shoot your way to the top! WIPJam Sessions are interactive and denitely not boring so start banking your ZZZs now for the last day of MWC. No PPT, No Panels and No Ties! Tune in to the updates and call for participation at www.wipconnector.com.
Thursday, 1 March
IMGA Summit & Awards Ceremony
The International Mobile Gaming Awards (IMGA) Summit brings together the entire mobile gaming ecosystem - from handset manufacturers to game developers, publishers and journalists - to discuss the hottest issues that affect the sector. The IMGA Summit offers a unique networking platform, and the opportunity for participants to keep ahead of fast-paced changes in global markets and technologies. The day will feature panel discussions and informal networking opportunities. Key moments will include panels on mobile gaming and publishing, game development tools, and innovation; a networking lunch with live pitching by game developers, and the awards ceremony for the 8th IMGA.
App Planet is a perfect place for the developer community to connect, network and explore how to redene mobile. The App Lounge is a Wi-Fi enabled area within App Planet that provides a central meeting point for like-minded developers to discover how mobile connects, entertains, informs and inspires us, ultimately changing how we live and who we are. This hot spot serves as a place to relax, read complimentary publications and join your fellow developers to exchange ideas on how you can enable, lead and accelerate the redenition. App Lounge Sponsor
The nal exciting component of App Planet is App Competitions, where developers are given the opportunity to imagine, develop and drive apps for some of their favorite consumer brands. Were working with our mPowered Brands partners some of the largest and most well-known brands in the world and will be sharing details of the competitions very soon. Stay tuned to www.mobileworldcongress.com for up-to-date information!
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Global Mobile Awards
About the Global Mobile Awards Global Mobile Awards Ceremony

Honouring excellence and innovation in mobile communications, the GSMAs 17th Annual Global Mobile Awards will recognise the best of the ecosystem. The GSMA has introduced some key new enhancements for the 2012 awards programme. Reflecting the explosion in demand for a world of mobile applications, this begins with new categories for Apps of the Year that will be determined by user choice and judged on statistical evidence of market demand, as well as Best App, and a new Most Innovative App category that was open for entries/submissions. For 2012 we have introduced specic categories for Best Smartphone, Best Feature phone and a brand new Best Tablet category as part of the Best Mobile Handset & Devices Awards. In addition to recognition of the Best Handsets and Devices of 2011, our panel of judges will also search for and select the very best and most promising Handsets and Devices on show at Mobile World Congress. The 2012 Awards also feature updates and new categories to reflect the broad and constantly evolving mobile ecosystem; e.g. Mobile Advertising & Marketing, Mobile Innovation Awards focused on the convergence of mobile within the vertical sectors of health, transport/automotive & utilities, education, publishing and mobile money, plus a special category for embedded consumer devices. There are also expanded Technology and Social & Economic categories, the latter including new awards for Best Use of Mobile in Emergency or Humanitarian Situations and for mWomen Best Mobile Product or Service for Women in Emerging Markets.
Tuesday, 28 February 15:00 16:30, Hall 5, Auditorium 1

Join us as we recognise and award the best in mobile. Global Mobile Awards for 2012 will be presented in the following categories: Apps of the Year Best Mobile Handsets and Devices Mobile Marketing and Advertising Mobile Innovation Best Technology Social and Economic Development Best Mobile Services Platinum, Gold and Silver Pass holders, as well as accredited media, are eligible to attend. Awards Category Sponsor Apps of the Year
For more information, please visit www.globalmobileawards.com.
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Augmented Reality
See MWC in a New Way
Take a journey to Mobile World Congress 2012. Experience Augmented Reality through one of this years featured experiences: To further explore Augmented Reality at MWC 2012 and receive detailed instructions, visit www.mobileworldcongress. com/AR on your mobile device or scan the QR code below:
360 Explore
Explore MWC through an interactive 360 World
MWC 2012 AR Experience provided by:
About junaio: junaio is the most advanced mobile augmented reality browser, a mobile companion and instant source of information about places, events or bargains. Whats on at the movies, where is the nearest cash dispenser, taxi stand or subway station? The best steak in town, or the hottest show? Finding your way inside exhibitions, getting added information on products, ads or news articles. This and more at your nger tips with junaio, your mobile companion. www.junaio.com. About TAB Worldmedia: Full Service Mobile Augmented Reality Agency TAB Worldmedia helps premium brands realize their mobile augmented reality strategy on the highest innovative level. As a fully independent and private agency we create and produce interactive augmented reality content to all public AR enabled mobile browsers and apps. www.tabworldmedia.com.
This experience begins on The Avenue at MWC. By physically moving your mobile device, you can learn more about different aspects of the event as if you were on site.
3D Print Ad
Make the MWC print ad come to life in 3D
The Mobile World Congress print ad will come alive in 3D and display ve different icons for you to explore MWC.
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mPowered Brands
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mPowered Brands
Accelerating Marketers Knowledge of Mobile Mobile is enhancing every aspect of life, and coupled with nearly six billion mobile connections across the globe, it is rapidly redening how brands and services are marketed. With this in mind, GSMA proudly presents mPowered Brands, an inaugural event at Mobile World Congress designed to help marketers broaden their knowledge of the growing mobile marketing opportunity. mPowered Brands Tablet Sponsor
mPowered Brands offers four complementary programmes onsite at Mobile World Congress, each designed to provide varying levels of education and awareness of mobile as a marketing medium. Whether you are a mobile operator, a marketing agency, a brand, or a mobile ecosystem service supplier, mPowered Brands can help you achieve your mobile marketing goals through the following: mPowered Brands Theatres mPowered Brands Mobile Ambassadors mPowered Brands Zone Mobile App Challenge Each programme is available to a limited number of partners. Both the Theatres and Mobile Ambassador programmes allow the partner to control their guest list.
mPowered Brands At A Glance

Monday, 27 February Tuesday, 28 February Wednesday, 29 February Thursday, 1 March
Exhibition
A dedicated mobile marketing-centric area where mobile marketers, ad agencies, media companies and fulfillment technology groups can showcase their offerings, content and solutions to brands and their agencies Technology companies share insights, announcements, demonstrations, case studies and workshops related to mobile marketing Nielsen A first-class Mobile World Congress experience for you and your brand clients designed to support your efforts to enhance your clients mobile industry knowledge and drive actionable outcomes for all McCann Worldgroup
Theatres
Mobile Ambassadors
Mobile and app-focused challenges that inspire developers to create original apps which help global brands and creative agencies engage with their customers
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mPowered Brands
mPowered Brands Theatres

GSMAs mPowered Brands Theatres offer a comfortable and visually compelling environment for marketers, ad agencies, media companies and advertising technology organisations to host clients and prospects at the worlds largest global mobile digital communications event. Your theatre, your agenda. An mPowered Brands Theatre provides you a stage to amplify your objectives, share your insights, company or solutions announcements, product and service demonstrations, case studies, workshops, etc. related to mobile marketing. Each Theatre partnership includes complimentary EVP passes for each invited guest.
An Uncommon Sense of the Consumer
Mobile phones brought the digital revolution to new consumers in developed and emerging countries alike. Mobile is the most personal way to use media, the ultimate social media device, and has an unmatched ability to connect to the right consumer at the right time. What does this mean for marketers, media companies, operators, device manufacturers, retailers and others in the mobile ecosystem? Join Nielsen, a global information and measurement company operating in 100 countries, for insights on todays digital consumer and how winning companies can best take advantage of this unprecedented opportunity.
Decode the Future of Mobile Marketing
For detailed information regarding mPowered Brands, visit: www.mobileworldcongress.com/mpoweredbrands-overview
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mPowered Brands
mPowered Brands Mobile Ambassadors

The GSMA has designed an exclusive, rst-class mobile industry discovery and tour programme to help marketers/ brand leaders gain insights and make important connections for achieving their business objectives. The GSMA is inviting industry thought and solutions leaders to serve as Mobile Ambassadors and guide their invited marketers through a one-day enrichment experience at MWC12. The mPowered Brands Mobile Ambassador programme will attract global marketing agencies and their brand clients to Mobile World Congress in order to enhance their knowledge regarding the latest mobile marketing solutions. Each Ambassador will receive pre-event training on a number of emerging mobile marketing technologies which will prepare them to highlight opportunities for leveraging them during their tours. Topics include: Augmented Reality (AR) Location Based Services Marketing with QR Codes Marketing using SMS/MMS Mobile Payments Open NFC
mPowered Brands Zone

Located in Hall 2.1, and open to all pass holders, the mPowered Brands Zone conveniently brings together a wide array of mobile advertising solutions providers including advertising research, ad networks, and mobile operator ad solutions to address brand marketing requirements across mature and emerging markets. Exhibitors will benefit from pre-arranged or ad hoc visits by Theatre and Mobile Ambassador programme VIPs. As an exhibitor, you will have an opportunity to showcase your products and services to some of the worlds most influential: Global brand marketers Marketing agencies Decision makers in the mobile sector, including C-Level attendees
mPowered Brands Mobile Ambassador Partners
We are pleased to announce the Mobile App Challenge Series, designed to help brands crowdsource new ways to engage with their customers through creative mobile device app concepts. Mobile is the single largest and, arguably, the most personal and afnity-driven communications platform on the planet. The Mobile App Challenge is an easy and effective way to try mobile as a marketing medium.
To learn how your brand or agency can participate, visit: www.mobileappchallenge.com/sponsor-info
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GSMA Seminars
Learn More about Mobile through GSMA Seminars

Monday, 27 February Thursday, 1 March
GSMA Seminars provide insight and developments on key GSMA and industry initiatives. They offer a unique opportunity to hear from industry experts and further your knowledge in topical areas that really matter to the industry. The full programme and details on each session may be found at www.mobileworldcongress.com/gsma-seminars. GSMA Seminars are open to all Mobile World Congress attendees on a rst come, rst served basis. The Seminar Theatre is located in Hall 2.1 we look forward to seeing you!
09:30 - 12:00 Rich Communications Ecosystem - Retaining Customer Relevance Coinciding with the rst commercial RCS-e launches, the seminar agenda will review business opportunities, commercial and marketing strategies and the RCS-e specication development roadmap, with live demonstrations. This is a must attend event for anyone concerned with Business Development, Strategic Marketing and Commercial Operations, delivered by senior representatives of committed RCS-e operators. 12:30 - 15:30 NFC: Advancing The Mobile Ecosystem Mobile NFC services have reached critical mass in many countries globally, and the stimulation of the ecosystem around these services is crucial to drive demand for future growth. Involving transportation, ticketing, retail, access and more, the socio-economic benets create opportunities that cant afford to be ignored. 16:00 17:00 Green Power for Mobile and Community Power from Mobile United Nations Secretary-General Ban Kimoon introduced the International Year of Sustainable Energy for All for 2012. The mobile industry offers a unique perspective on leveraging itself to drive this opportunity. Find out how and why you should get involved. 17:30 18:30 Mobile Agriculture: The Market Opportunity An intensive panel session showcasing the market opportunity for Agriculture VAS in emerging markets where rural is a signicant growth area. The session will highlight emerging best practices and insights into overcoming challenges and launching an Agri VAS. Meet the stakeholders - mobile network operators, agricultural and development practitioners.
Monday, 27 February
09:30 - 12:00 Disaster Response: Programme Launch & Workshop The GSMA will launch its Disaster Response Programme at Mobile World Congress. This programme seeks to understand how mobile operators can most effectively support each other and improve resilience among networks in disaster scenarios while identifying how the mobile industry can best help citizens and humanitarian organisations on the ground following a crisis. 12:30 15:00 Mobile Spam: Eroding Consumer Trust The rapid growth of mobile messaging services has created a perfect environment for fraud and ID theft, and the impact of this on the mobile ecosystem has the potential to be catastrophic. Understand the implications and how the mobile industry is collaborating to close this down. 15:30 18:30 Mobile Marketing: The Power of Demographics The rapid growth of mobile is creating high demand for personalised services enabled by consumer demographics. While Mobile Network Operators are uniquely placed to provide these, the issues for consumers, regulators and service providers around the use of private data are many.
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GSMA Seminars
Learn More about Mobile through GSMA Seminars

09:30 -10:50 Connected Life: Business Impacts Connected Life describes a world where new services are accessed through ubiquitous internet coverage provided by advanced mobile networks and experienced through multiple device types. This session examines the impact of this huge growth opportunity for operators and adjacent industries. 11:05 12:25 Connected Life: Mobile Health Mobile Health has arrived. Today services are accessible across the world, helping to improve healthcare and its accessibility. This seminar will discuss real life examples of Mobile Health deployments, and the sustainable business models that were developed to enable them. 12:40 14:00 Connected Life: Innovative Business Models How will operators make money in the developing connected/embedded markets? Where will they appear in the value chain? This session will examine successful business models from different industries and explore how they work for each participant in the value chain. 14:30 16:00 Connected Life: mYouth & mEducation Transforming Children and Young Peoples Lives Join industry experts to explore the new opportunities mobile offers young people in education, entertainment and social interaction. This seminar is a must for all companies who are currently or have plans to provide mobile services for the youth segment. 16:30 18:30 Mobile for Development Intelligence Learn about the new and exciting online database and community GSMA is building for all who take an interest in how mobile technology is impacting people and their environment in the developing world.
Thursday, 1 March
09:30 11:00 Mobile and Privacy: Apps, Icons and Privacy How can we ensure mobile users privacy is treated consistently irrespective of the technologies and business models? How can those designing and building apps ensure that user privacy is respected and protected? This session is for app developers and those delivering apps and services. 11:30 -13:30 Spectrum Its Everybodys Business Mobile is at the heart of a $1.2 trillion industry. If your business is mobile related, the thing you need most is reliable mobile networks. Spectrum is the oxygen that sustains this ecosystem and with data demands rising, you need to support the ask for future spectrum. This seminar will explain, amongst other topics, why its important to complement the ask for future spectrum and how to advocate for additional spectrum to your respective governments.
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Exhibition
The exhibition at Mobile World Congress provides an excellent opportunity to see the latest products, solutions and technologies. Attendees will have ample time to speak with telecoms personnel; IT, software and services creators, and more. The exhibition features more than 1,400 companies from 59 countries and occupies more than 58,600 square metres of exhibition and hospitality over seven halls and numerous outdoor areas. While youre onsite, be sure to visit these zones and pavilions where you can nd themed exhibits and displays:
Mobile Health Pavilion

Visit the Mobile Health Pavilion to investigate how to catalyse the expansion of the global Mobile Health market through partnership with telecoms and healthcare sectors. See the latest mobile health devices and talk to the companies making strides in this important industry.
Mobile Money Pavilion App Planet Exhibition

A forward-looking app-focused exhibition showcasing the framework that shapes, enables and drives the app industry. Visit App Planet to see more than 200 app-specic exhibitors in 7,500 square metres of space. The increased use of smartphones in the developed world and the rising popularity of applications are driving the use of mobile banking services. See for yourself the services being offered in the mobile nance ecosystem and talk to those developing industry assets and driving the industrys requirements for standardisation, certication and processing.
Cloud Pavilion
The Cloud Pavilion explores how bringing together cloud technology vendors and the greater mobile technology ecosystem will dene and develop the potential of cloud computing in the mobile space.
mPowered Brands Zone

A dedicated mobile marketing-centric area where marketers, ad agencies, media companies and fulllment technology companies will showcase their offerings, content, insights and solutions to brands and their agencies.
Embedded Mobile Devices Pavilion

This market-development programme is designed to accelerate the adoption of wireless connectivity in a wide range of devices across the consumer electronics, healthcare, automotive and utilities sectors. Visit this area if your intent is to experience mobiles future possibilities.
GSMA Pavilion
Stop by the GSMA Pavilion in the centre of Hall 8 (C118) to learn about GSMAs many programmes and initiatives including NFC, Embedded Mobile, future spectrum for mobile and RCS-e propositions and how we are bringing them to market. Be sure to speak to our Member Services team and learn the benets of GSMA membership. If you are already a GSMA member, we will be showcasing our new members extranet, Infocentre. Members are also welcome to join us there in our members lounge for cocktails and networking, Monday-Thursday at 16:00.
Green Technology Pavilion

This pavilion exhibits solutions to motivated decision-makers seeking to understand alternatives to the rapidly rising energy costs of network expansion and maintenance. Stop by to see the latest green power technologies with a growing community of mobile network operators seeking green alternatives.
The Mobile World Congress Exhibition showcases the industrys best. See a complete list of our exhibitors at www.mobileworldcongress.com/2012-exhibitors
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Exhibitor & Sponsor Opportunities

Highlight Your Organisation through Sponsorship
Enhance your brand, increase your exposure, and attract visitors to your stand or website by becoming a sponsor of Mobile World Congress. We offer many different sponsorship types and price points. Do you want to be seen as a leader in a particular eld, such as mHealth, Mobile Advertising or NFC? Do you want to splash your brand and logo across the venue? Perhaps you want to target VIPs or CEOs. Whatever your goal or client strategy, were sure to have or can create an opportunity that will complement. By afliating 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.
Become an Exhibitor at Mobile World Congress

Participate in Mobile World Congress by purchasing an exhibition stand or hospitality suite. An exhibition stand at MWC12 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. Benets 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
Ensure your company stands out from the competition! To contact the GSMA regarding exhibition, hospitality and sponsorship opportunities, please e-mail sales@mobileworldcongress.com. Explore the Exhibitor Case Studies available on our website to learn about the rst-hand experiences and benets that come from participating in Mobile World Congress.
Hear from Past Exhibitors

View additional Exhibitor Case Study Videos at www.mobileworldcongress.com/exhibitor-case-studies.
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My MWC
My MWC, the Mobile World Congress event portal, will return for its third year with many exciting improvements and new features. My MWC is designed to enhance your MWC experience by helping you plan your schedule for our world-class conference, navigate the worlds largest industry exhibition, and network with 60,000+ key decision-makers. With My MWC, you arent limited only to the four days in Barcelona, but have access to exclusive content before, during and after the event. Use My MWC to: Connect with other attendees prior to the event Meet attendees and exhibitors with shared interests and setup on-site meetings Share through discussions on conference sessions and community forums Plan with a personalised schedule including your desired conference sessions and on-site meetings
What to Expect in the New My MWC

We listened to your feedback and completely redesigned the site to make it more user-friendly and easier to navigate. Plus, we have added new functionality to enhance your MWC experience, including a mobile app coming in January 2012! New site design The most relevant information is directly on the home page and the whole site has a fresh design. Advanced Search Easily search for attendees, exhibitors, or sessions by interests, topics, and countries. Weve added ltering capabilities to help you hone results with laser precision. Improved Agenda Redesigned agenda with a new Ata-Glance view of the entire week. Sort the agenda by session type, topic interests, by day, or by speaker. Single sign-on credentials Use your My MWC user name and password to access Mobile World Live, Mobile Business Brieng, or Mobile Money Live. 3D Exhibition Maps See the exhibition floor plans in a whole new perspective with our new 3D interactive exhibition maps. Mobile App Download our new mobile app and have all event information - including maps - on your mobile device (available mid-January). As in the past, My MWC will be the only place to access and download the conference presentations, so make sure you opt in during registration. Log in and start planning today at http://mymwc.mobileworldcongress.com.
Introducing MWC Deal Accelerator!

New for 2012, the new MWC Deal Accelerator takes social networking to the next level. Dont just network with MWC attendees, but nd exactly those attendees who are ready to make business deals. We know your time is valuable, so we do the work for you and lter through attendees to provide the most promising matches for you.
MWC Deal Accelerator

The new tool at Mobile World Congress to help you nd and secure business deals even faster!
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2012 Sponsors
App Lounge Sponsor App Planet Sponsor Attendee Badge & Lanyard Sponsor Awards - Platinum Sponsor Awards Category Sponsor Apps of the Year
Conference Bag Sponsor
Conference Stationery Sponsor
Courtyard Kiosk Sponsor
Exhibition Visitor Bag Sponsor
Food Trolley & Information Desks Sponsor
LTE Forum Gold Sponsor
Media Centre Sponsor
Ministerial Programme Lounge Sponsor
Ministerial Programme Platinum Mobile Cloud Forum & Networking Sponsor Gold Sponsor
Mobile Cloud Forum Gold Sponsor
Mobile Security Forum Gold Sponsor
mPowered Brands Tablet Sponsor
Network Capacity Theme Sponsor
Paella Restaurant Sponsor
Registration Sponsor
VIP Pick-Up & Drop-O Point Sponsor
O cial Frequency Provider
App Planet Supporter
City Partner
City Partner
Host
Host
Host
O cial Airline Network
O cial Event Supporter
O cial Mobile TV Network Partner
Venue, Logistics and Service Partner
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2012 Partners
Platinum Media Partners
Gold Media Partners
EECatalog
Association Partners
42
2012 Partners
App Planet ADC Partners
App Planet Media Partners
mPowered Brands Theatre Partner
mPowered Brands Ambassador Partner
mPowered Brands Media Partners
43
Choose Your Pass

Mobile World Congress 2012 has something for everyone and we offer four types of passes to meet the needs of all attendees. Whether youd like to browse the exhibition, attend the industrys best thought-leadership conference, or experience five-star platinum networking, we have an offering for you: Exhibition Visitor Pass
Silver Pass
Gold Pass
Platinum Pass
My MWC App Planet The Centre of the Apps Universe Exhibition 1,400 exhibitors showcasing the latest products, devices and technologies GSMA Seminars Insights and developments on key GSMA and industry initiatives Forum Series Partner-led forums on key industry topics Keynotes & Conference Sessions Includes post-event access to conference presentations via My MWC Global Mobile Awards Ceremony Tuesday, 28 February. Watch as the industrys best receive recognition Wireless Intelligence Report Receive a complimentary copy of the Fourth Quarter Wireless Intelligence Report VIP Networking Lounge Access Find a seat, hold a meeting or make new contacts in the exclusive VIP Networking Lounge Congress Lunch Network with fellow attendees in the centre of the action Exclusive Research Content Receive complimentary copy of a white paper courtesy of Juniper Research Dedicated Pre-Event Customer Service Receive expedited assistance when contacting Mobile World Congress Customer Care Pre-Event Mobile World Live Webinar Participate in a pre-event update from key leaders in the mobile ecosystem The Platinum Experience Experience unparalleled networking opportunities and exclusive access to key industry leaders (See following page)
699 Pricing Notes & Discount Information

GSMA Members are eligible to receive a 30% discount on all purchases. The official currency of Mobile World Congress is the Euro. Accepted forms of payment are credit cards and wire transfer/bank draft.
2,099
2,699
4,999
44
This year, a Mobile World Congress pass has more value than ever before. One of the ways weve done this is through our expanded opportunities for our Gold and Platinum Pass holders.
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, sit quietly or catch up with the ofce back home, youll nd a comfortable spot in the VIP Networking Lounge to do so. Amenities include: Complimentary food and beverages, including a selection of beer and wine Access to complimentary wireless Internet connections, computer workstations, printing and photocopying services Comfortable seating groups to accommodate casual meetings, and 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.)
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 rst-class treatment, the Platinum Experience is for you! The Platinum Experience includes: An elite, private networking reception where you can mingle with industry CEOs, GSMA senior management and other Platinum Pass attendees Preferred, five-star treatment on site, including reserved seating and an exclusive Fast Track entrance at conference keynotes and the Global Mobile Awards ceremony, as well as a dedicated customer service at the Platinum Pass Help Desk, located inside the VIP Networking Lounge Unlimited access to the VIP Networking Lounge with complimentary food and drinks, as well as meeting space reserved exclusively for Platinum Pass holders Pre-event dedicated customer service contacts for the GSMA and Barcelona Business Pass A post-event gift Platinum-level service at the Barcelona airport, to facilitate your departure Learn more at: www.mobileworldcongress.com/platinum-experience
Tip!
Throughout this brochure, look for the Pass Icons shown below to help you identify which activities are included in your chosen pass!
Upgrade Your Pass at any time!

If you wish to upgrade your pass, you pay only the difference between the listed pass prices. Upgrade an Exhibition Visitor Pass to a Silver Pass for 1,400, or a Silver Pass to a Gold Pass for just 600! Save time on site by upgrading before you arrive by logging on to the registration system at any time.
45
Airfare & Accommodation
Airline Discounts
Accommodation
International Travellers Save Up To 20% with the Star Alliance Network

The Star Alliance Members Airlines have again been appointed as the Official Airline Network for GSMA Mobile World Congress 2012. 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. To obtain the Star Alliance Conventions Plus discounts, please call the reservation ofce of a participating Star Alliance Member Airline and quote Convention Code JK04S12. For booking ofce phone numbers, more information and offer terms, please visit our website. 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, Singapore Airlines, South African Airways, Spanair, SWISS International Air Lines, TAM Airlines, TAP Portugal, THAI, Turkish Airlines, United, and US Airways.
Once again, we are proud to appoint Barcelona Business Pass (BBP) as the ofcial accommodation agency for Mobile World Congress. In partnership with the Barcelona Hotel Association, BBP has secured a range of great accommodation solutions at every price point and is ready to assist with accommodation bookings at more than 250 hotels in the Barcelona area. Offerings range from affordable two-star hotels to luxurious ve-star properties. Book your accommodation today while great locations and prices are still available! Barcelona Business Pass Email: mobileworldcongress@b-beyond.com Website: www.mobileworldcongress.b-beyond.com/ Tel: +34 93 550 03 50 Fax: +34 93 414 17 86
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 between 22 February and 06 March 2012. To receive the Spanair discount, book your flight through our ofcial accommodation provider, Barcelona Business Pass or Spanairs Contact Center: 902 131 415. When calling Spanair directly, you must supply the code JK/680 to receive the discount.
Bundle Your Hotel and Flight to Save More

Barcelona Business Pass is offering great rates on hotel and domestic flight bundles. Details are available at: www.mobileworldcongress.com/airline-discounts
46
Registration Information
Cancellations
ALL SALES ARE FINAL. Cancellations and no shows will be liable for the entire registration fee. No refunds shall be given. Paid attendees can send a substitution if they are no longer able to attend. Downgrades of passes are permitted but will still be liable for the full registration fee of the original pass purchased. Cancellation of travel reservation and hotel reservation are the exclusive responsibility of the registrant. The GSMA reserves the right to cancel your registration without notice for lack of payment as required by the Terms and/or the relevant registration form. GSMA is not responsible for any damages, direct or indirect, resulting from such a cancellation. All payments must be submitted within the time frames set forth in the relevant registration form. Should GSMA cancel the event, paid registered delegates will be refunded their registration fee only. No other costs, including but not limited to travel and accommodation will be refunded.
Required Photo Identication

Photo identication 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 badges will not be given to anyone other than the named 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 Enquiries
If you have further registration queries, visit the Registration FAQ on our website or contact our registration team: General Queries: registration@mobileworldcongress.com Exhibitor Queries: exhibitorregistration@mobileworldcongress.com Tel: +34 93 274 63 73 (Mon. to Fri. 08:00 to 16:00 GMT) Fax: +34 93 100 13 43
Substitutions
Substitutions between attendees from the same company and at the same invoice address may be made by providing the GSMA with written notice of the name of the original attendee and full details of the substitute attendee. Once a badge has been issued or collected, no substitutions are allowed. To arrange a substitution, please e-mail full details of the original and new attendee to registration@mobileworldcongress.com.
Final Conrmations Age Requirement

Admission to Mobile World Congress is restricted to industry professionals and application developers over the age of 16. In the event a person under the age of 16 wished to attend, they must secure prior written permission from the GSMA by writing to registration@mobileworldcongress.com. This policy is strictly enforced. Attendees will receive an automatic email conrmation once their registration is complete and payment is made in full. For all registrations after 1 December, this registration conrmation should be considered the Final Conrmation and brought onsite for badge collection. Those who register prior to 1 December will receive a Final Conrmation with badge collection instructions prior to the event. Only fully paid registrations will be sent a conrmation email.
Onsite Registration Opening Hours

Saturday, 25 February Sunday, 26 February Monday, 27 February 09:00 - 18:00 09:00 - 20:00 07:00 - 20:00 Tuesday, 28 February Wednesday, 29 February Thursday, 1 March 07:30 - 19:00 07:30 - 19:00 07:30 - 16:00
*All timings are provisional. Conrmed opening times will be posted on www.mobileworldcongress.com closer to the event.
47
City Information
Travelling to and around Barcelona

Barcelona is a large international and domestic destination, with frequent direct flights from most international destinations. More than 125 airlines operate from the Barcelona Airport, which is 20 minutes away from the Congress venue, Fira Montjuc. The AVE high-speed train connects with the European rail network via Madrid (2.5 hours), and Barcelona is a mere 90 minute drive from France. Barcelona city centre has rapid transport links, including eight metro lines, ve FGC 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.
Ofcial/Recommended Suppliers
Should your organisation be in search of quality suppliers to provide services to your staff, clients or partners during Congress, visit the Official Supplier page on www.mobileworldcongress. com for recommendations of suppliers of event management, external venue booking, printing, transport, and VIP car services.
Security Tips
Barcelona is a safe city. Nevertheless, while you are here we suggest you take common-sense precautions as you would when visiting any major city: Always remove your Congress pass upon leaving the venue Do not display large amounts of cash; carry only as much as you need Keep your personal belongings with you, both inside and outside the venue Be vigilant in crowds, restaurants and on public transportation; watch out for people creating distractions and diversions It helps the city to ght petty crime if you report incidents, so if youre involved in an incident, call +34 900 77 2012, a free 24-hour security telephone number for assistance and information during the event days. This service covers the entire city of Barcelona (not just the event venue) and the number will appear on the back of your pass for easy reference. In the event you do encounter trouble during Congress, we have teams on motorcycles available to travel to you to provide whatever assistance you require.
There are wonderful sights to explore in town. Find information & plan your Barcelona visit at www.mobileworldcongress.com/travel
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In an effort to minimise the environmental impact of our events, the GSMA has created the MWC Green Initiatives programme to promote reduced material usage and waste at Mobile World Congress. This item is delivered digitally to reduce our production of printed materials.
12.2 Pub. 10/01/2012 Get the latest information at www.mobileworldcongress.com
49

MWC 2012

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See interactive features inside!

Network Capacity Theme Sponsor

Mobile World Congress is an event of

Platinum Media Partners

Click to View MWC Overview Video

Conference Agenda at a Glance

14:00 - 15:30 Mobile Applications: Apps for All

16:00 - 17:30 Mobile Applications: Future Voice & Messaging

Opening Keynote 1: Mobile Operator Strategies in Developed Markets

Keynote 2: The Connected Consumer

Mobile World Live Keynote

14:00 - 15:30 Mobile Applications: Building for Tomorrow

Keynote 3: Mobile Operator Strategies in Developing Markets

Keynote 4: Exploring the Mobile Cloud

Mobile Health: Emerging Markets

The Mobile Enterprise

Mobile World Live Keynote

Regional Focus: BRICS

Keynote 5: Mobile OS & Applications

Keynote 6: Financial Services in a Mobile World

Mobile World Live Keynote

Keynote 7: Driving the Mobile Technology Evolution

Get the latest information at www.mobileworldcongress.com

William Clay Ford Jr.

Jon Fredrik Baksaas

Get the latest information at www.mobileworldcongress.com

Day 1 Monday, 27 February

Get the latest information at www.mobileworldcongress.com

Conference Agenda as of 10 January. All sessions take place in Hall 5.

Day 1 Monday, 27 February

Business Transformation: Operators as Agile Businesses

Networking Break 15:30 16:00

Mobile Cloud: Competitive Landscape 14:00 15:30

Conference Agenda as of 10 January. All sessions take place in Hall 5.

Get the latest information at www.mobileworldcongress.com

Day 1 Monday, 27 February

Mobile Cloud: Contending for Content 16:00 17:30

Get the latest information at www.mobileworldcongress.com

Conference Agenda as of 10 January. All sessions take place in Hall 5.

Day 1 Monday, 27 February

Conference Agenda as of 10 January. All sessions take place in Hall 5.

Get the latest information at www.mobileworldcongress.com

Day 2 Tuesday, 28 February

Keynote 4: Exploring the Mobile Cloud 11:00 12:30

Networking Break 10:30 11:00

Networking Break 12:30 14:00

Get the latest information at www.mobileworldcongress.com

Conference Agenda as of 10 January. All sessions take place in Hall 5.

Day 2 Tuesday, 28 February

Mobile Health: Emerging Markets Partnerships for Growth 14:00 15:30

Conference Agenda as of 10 January. All sessions take place in Hall 5.

Get the latest information at www.mobileworldcongress.com

Day 2 Tuesday, 28 February

Get the latest information at www.mobileworldcongress.com

Conference Agenda as of 10 January. All sessions take place in Hall 5.

Day 2 Tuesday, 28 February

View MWC 2011 Highlights

Conference Agenda as of 10 January. All sessions take place in Hall 5.

Get the latest information at www.mobileworldcongress.com

Day 3 Wednesday, 29 February

Keynote 6: Financial Services in a Mobile World 11:00 12:30

Networking Break 10:30 11:00

Networking Break 12:30 13:45