mobile world congress day 4

OFFICIAL NEWSPAPER OF MOBILE WORLD CONGRESS 2015

Samsungs Galaxy S6 Edge -unveiled Sunday on the eveof MWC15 - has beenhonoured with the Best NewHandset, Device or Tablet Awardat MWC15. The device saw offstrong competition from HTCsOne M9, LGs Watch Urbane (LTE)and Flex smartphone, as well asSamsungs own Galaxy S6. Theaward was decided by a team ofnine leading industry analysts.

Galaxy S6 Edgescoops Best InShow Award

By Steve Costello

Ambitious smartphone brandHonor announced two newproducts targeting itsmarket of digital natives,including a device with cameratechnology it hopes will set it apartfrom its rivals.The Honor 6+ (pictured) has a

unique bionic parallel 8MP rearcamera, providing a maximumresolution of 13MP combined,alongside its patented 3IEalgorithmic engine, which deliversmore detailed and richer images.The company also said that the

5.5-inch full-HD screen has a 78.2per cent screen-to-body ratio,compared with 71.1 per cent forApples iPhone 6 Plus. Otherfeatures include an 8MP frontcamera, with Honor hailing it as

the best selfie phone in the industryas of today at its press event.Also unveiled was Honors 4X,

which is the first Honor 4Gsmartphone with dual 64-bitsoftware and hardware. It deliversa strong and stable 4G networkconnection which reduces thechance of fall-back to 3G.It also has 13MP rear and 5MP

front cameras, with dual-SIM, and5.5-inch screen.Honor, which is being positioned

as an independent brand by parentHuawei, noted the advantages ofbeing part of a bigger group duringits press conference.Frank Yao, founder and MD of

Honor Western Europe, said webenefit from that it allows us toinvest heavily in building the brand.But he also noted that the devices

have a strong European flavour,

alongside its Chinese heritage.While Honor has focused on

direct-to-consumer sales, it also thisweek announced an exclusivenetwork tariff partnership with 3UK, for Honor 6+.With the brand having been

promoted heavily in Europe sincelate last year, it was also noted thatthe company still has greater plans.This includes a launch into the USmarket later in 2015.

Huaweis Honor aims highwith latest smartphones

By Paul Rasmussen and Joseph Waring

The mobile industry shouldconsider 5G as a specialgeneration, introducingchallenges in all layers of thetechnology, Mike Short, VP ofpublic affairs Telefnica Europe(pictured right), said.Speaking in one of yesterdays

sessions covering the next-generation mobile technology, hesaid: Its beyond what were doingtoday with mobile. 5G will have ahuge influence on our connectivityto the internet and wirelessbroadcast capabilities.But Matt Grob, VP & CTO for

Qualcomm (pictured far right),questioned any need to rush. Wehave engineering teams working onLTE and 5G. Each time the 5G team

unveil a new performance leap, theLTE engineers respond bymatching it.Underlining the need for a new

generation, Mischa Dohler,professor of wirelesscommunications at Kings CollegeLondon, insisted: We really doneed 5G in order to have aparadigm shift. The order ofmagnitude jump in traffic is what isreally driving this move.He said the industry is nearing

the limit and needs to havebreakthroughs, which will hopefullycome from the 5G developments.This stand was supported by

Allan Kock, director of RANdevelopment at TeliaSonera. 5G isa fundamental change intechnology and will have asignificant impact on how we offer

services. We must look atperformance and coverage, and notjust consider microcells.Ericsson group CTO Ulf

Ewaldsson said its important to havea full understanding of the networkneeds of industries that are beingtransformed.This means that there are a wide

range of potential requirements,from low-power sensors to fast-moving vehicles that requireextremely low latency.

And were going to fit all that onone network. The risk with 5G iswere stretching it too wide to beable to build it. But we dont knowthat yet, he cautioned.Chaesub Lee, director of ITUs

Standardisation Bureau, however,noted there is a long way to go sincethe industrys current treatment oftraffic isnt smart enough to serve allthe business models. We now onlyhave one classification of traffic broadband or not.

5G a specialgeneration but in good time

Thursday 5th MarchMOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.com PAGE 1

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1 2/23/15 4:51 PM

By Ken Wieland

John Chambers, chiefexecutive of tech-giant Cisco,said he expected sweepingchanges in the operator landscape,with 50 per cent of todays serviceproviders becoming irrelevant in 10years time as they fail to adapt in afast-moving digital world. Success of companies, cities and

countries depends on getting markettransitions right, he told journalistsat a Cisco press conference held at

Mobile World Congress. Chambers said technical change,

through the likes of cloud-based andvirtualisation technologies, was notenough. Changes in organisationalstructure and business processeswere also needed. He took Cisco as an example.

We have changed more in the lastthree years than we have in ourentire history, said Chambers. The Cisco boss enthused about

Internet of Everything technology andbig data analytics as ways to boost

economic growth, as well as improveoperator and enterprise profitability.Internet of Everything is a $19

trillion opportunity based on profitsand savings alone, said Chambers,adding that the number would bemuch bigger if job creation weretaken into account.Governments around the world

are beginning to address the needfor change, adopting broadbandand getting the right [big data]information at the right time, whichneeds to be complete informationand not stove pipe, he said. Cisco used yesterdays press

conference to showcase MobilityIQ, its mobility software as aservice (SaaS) analytics solution.Hosted on Cisco Cloud Services,

Mobility IQ gives service providers(and their business customers) real-time visibility into network, userand business intelligence acrossWi-Fi, 3G and LTE networks. This transformational new

capability enables service providersto deliver valuable, newdifferentiated mobile services totheir customers, while achievingnew levels of operational efficiency,said Cisco in a statement.Chambers also took time in his

remarks to claim leadership innetwork functions virtualisation(NFV) in terms of the number offunctions it has managed to virtualise.We have 49, while our competitorshave less than 10, he said. In a yearfrom now it will be over 90.

Cisco boss says half ofservice providers will beirrelevant within a decade

By Ken Wieland

Ryan Mclnerney, globalpresident of Visa Inc,speaking at yesterdaysMobile Word Congress (MWC)keynote on digital transactions andsocial interactions, said the hugeeffort involved in helping Apple Payget off the ground has put it in aposition to help others, includingmobile operators, launch rivalmobile payment services.We are the payment engine

underneath Apple Pay, and we had700 people working on it for 18months before its launch last year,said Mclnerney. We wanted tobuild a platform and system thatwould be scalable, reliable and safe but not just for Apple Pay, but tobuild a system that had openarchitecture, was form-factor,

handset and platform agnostic, andallowed our partners to build theirown payment products.Visa is also heavily involved with

Samsung Pay, said Mclnerney,which is set for launch in the USduring the second half of 2015.Following Samsungs recent

acquisition of LoopPay, the servicewill support Magnetic SecureTransmission (MST) technology aswell as the NFC technologysupported by Apple Pay.Under questioning from

journalist and author DavidKirkpatrick, the Visa chief wouldntbe drawn on differences betweenApple Pay and Samsung Pay, butacknowledged that LoopPaytechnology would be an advantagein the US where contactless cardsand chip and pin is not so widelyused as it is in Europe.

There are a lot of similaritiesbetween Apple Pay and SamsungPay, said Mclnerney. They haveworked with the card networks, andimportantly with the bank cardissuers, to let customers use cardsin the way they know and love.They havent tried to change it.Both payment services also

leverage so-called tokenisation, asecurity standard Visa announced atlast years Mobile World Congress. Becoming increasingly popular to

address security concerns aroundmobile and online payments,Mclnerney said tokenisation was abig deal in driving mobile payments. By substituting the payment

account information found on aplastic card with a series of numbersthat can be used to authorisepayment without exposing actualaccount details, customer data can

be protected. When consumers usetheir mobile device to make acontactless payment in a store, atoken is submitted, rather than theiraccount details.The Visa chief also pointed to the

interesting role that mobileoperators play, especially in thedeveloping world, in driving onlinecommerce.

Visa ready to help partners launch mobilepayments after work on Apple Pay

By Saleha Riaz

The Internet of Things (IoT)will become the internet ofeverything with the adventof 5G, said Stephane Richard, CEOof Orange, speaking at the Road to5G keynote yesterday morning,explaining his vision for a newhorizon for the IoT era.However, he believes that there is

no rush: 4G is a success, lets enjoyit. We shouldnt jump too fast, hesaid, adding that the industry mustlearn from the lessons of 3G whenthere was a delay of several yearsbetween the launch of the processand the actual reality, which led tomuch disappointment.That doesnt mean, though, that

the company isnt deeplycommitted to 5G and to the publicprivate partnership of theEuropean Commission, he said.In fact, the company believes that

5G is different from 4G because itwill have a greater and differentpurpose and needs to haveflexibility so that it canaccommodate services that haveyet to be invented.According to Richard, we will

soon have programmable networks,making them like clouds, providinga much more agile platform forinnovation.The CEO also believes that

ironically, the omnipresence oftechnology is what will give it amore human aspect, as it will sense

the world better through sensors,capture and understand specificsituations and become more aware.For instance, autonomous cars willcommunicate not just with othercars but with parking lots, roads andpetrol stations. Our role as operators is to use

these amazing opportunities to

facilities these new usages andshape a greater world, he added.Richard also believes 5G must

have green as part of its very DNA,ensuring that all aspects of 5G,from access networks, data centresand transport network to connecteddevices only consume energy whenthey are being used.

Lets enjoy 4G andnot rush 5G, saysOrange CEO

By Ken Wieland

Bell Labs president MarcusWeldon, who is also CTO ofAlcatel-Lucent, pouredscorn on competitors ridiculousmarketing of 5G, refusing to besucked into the game of headline-speed announcements.We pride ourselves as being the

most rational, he told Mobile WorldDaily. Most of our competitors talkabout 5Gb/s and 10Gb/s or someother number, but theyre nottelling you the configuration, whichis ridiculous.The Bell Labs chief argued that

headline-grabbing 5Gannouncements can be anunhelpful distraction. Everyonenow expects the bar in 5G to be5Gb/s, but its based on nothing,said Weldon (Ericssondemonstrated 5Gb/s speeds in July2014, with Samsung following soonafter with a record 7.5Gbps demo).Weldon prefers instead a much

more nuanced 5G message. Welike to say its about the digitisationof everything, people andmachines, he said.For the Bell Labs president, 5G

should not be a forced leap intechnology, but draw heavily onexisting technologies. He expects5G to re-use existing radio airinterfaces LTE, WiFi and LTE-U under a common control plane. Weldon, however, does see the

need for a new interface. Notbecause there is anything wrongwith the existing one, but its notgreat for machines, as it requiresdevices to constantly synchronise,which consumes power.Alcatel-Lucent and Bell Labs are

exploring a new multi-carrierwaveform dubbed UFMC(Universal Filtered Multi-Carrier),which they argue has much betterefficiency than OFDM (orthogonalfrequency-division multiplexing) the transport mechanismunderpinning LTE and LTE-Advanced systems for handlingIoT traffic. UFMC is one of a number of new

air interface candidates, sharingsimilar characteristics, beingexplored by 5GNow 5thGeneration Non-OrthogonalWaveforms for AsynchronousSignalling a research projectfunded by the European Union.

BellLabschiefshuns5G hype


NEWS

Thursday 5th March MOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.comPAGE 4

3 1 18:46

Q&A r

What are your key themes in the Internet of Things session today?Everyone is looking to see what AT&T Digital Life is doing as it relates to theconnected home. Im going to talk about moving to an open-standards,managed platform and how Digital Life is taking advantage of innovation in themarketplace, broadening the Digital Life solution and providing a unifiedexperience for customers and solution providers.

What do you see as the role of telecom operators in the IoT space? From an AT&T perspective, we are providing an end-to-end (E2E) platform thatenables a unified experience across a wide range of devices and one-offcapabilities in the market today. Theres a lot of noise in the marketplace thatcan make it complicated for a consumer or a business to make sense of thisnotion of the Internet of Things. It is important for us to show real benefits,whether youre a consumer or business.

As a carrier with a legacy of innovation and experience in integrating devicesand platforms, we can connect the dots and demonstrate how your home caneasily connect to your car or wearable and why that matters.

What will be the hardest part?The biggest challenge will be integrating all the parts in terms of providing anE2E solution that is predictable and reliable.

What can we expect from A&T in the short-term?Our short-term goal is to provide customers with more choices in the devicesand capabilities they can use with our platform. Delivering personalised homeautomation, security and energy efficiency solutions for global and US carrierscontinues to be a top priority.

How will this impact the average consumer?Whether its a home or car or a shipment travelling around the globe, connectingthese things can simplify the way we interact and make life and business moreefficient. Digital Life aims to provide the customer with control and convenience.The Internet of Things could tell you that your elderly family member woke up,turned on the kitchen light, opened the pantry, started the coffee pot and openedthe utensil drawer. Your things will take care of you and your loved ones, givingyou peace of mind and unique insights to help you manage your day.

Kevin Petersen,AT&T Digital Life President

Everything connected:Enabling IoT

Hall 4 Conference Village Auditorium 2Thursday, 5 March, 11:30-13:00

By Ken Wieland

Jon Fredrik Baksaas, TelenorGroup CEO, said 70 per cent ofthe operators customersswitch off data roaming whentravelling abroad. His aim, however,is to increase data roaming usage to80 per cent over the next two years,so only 20 per cent of roamingtraffic wings its way over Wi-Finetworks. When you are sitting here, you

are probably more dependent onWi-Fi capacity than mobileconnections, and naturally so,Baksaas told those attendingTelenor Groups media seminar onTuesday at Mobile World Congress.But in the future we want to get ridof [bill shock], so that mobilesystems basically serve us. Theydeliver better peer-to-peerconnectivity, better security andbetter privacy in the long run.Thats our firm belief.Removing the bill shock

phenomenon needs new pricinginitiatives to create a new level of

affordability. For Baksaas, thatmeans starting with the homepackage and using those pricestructures abroad.Telenor Sweden was the first

company within the Telenor Group tolaunch a new data roaming package. In January, Telenor started offering

Swedish consumers a SEK 29 (3.1)100MB data package per daycovering all of Europe. This meansthat a Swedish customer travelling toBarcelona for one week will get

700MB for approximately SEK 200,which compares approximately withthe price cap of 0.20 per MB asregulated by the EU. Telenor Norway is expected to be

the next business unit to introducenew data roaming packages duringthe second quarter."The move from voice to data is

on and we need to deliveraffordable, simple and predictabledata services to our customerswhen travelling, said Baksaas.

Telenors Baksaas hasroaming on his mind

By Saleha Riaz and Joanne Taaffe

The mobile industry and itspartners are failing toprovide the ID and securityfeatures needed for new services.And that failure is having aneconomic impact on businesses andexposing consumers to risk thatcould affect service uptake,according to speakers at yesterdayskeynote session It hits our bottom line, said

Gary Kovacs, CEO of AVG, citing asurvey by his company that showed90 per cent of those surveyed wereconcerned by security online and72 per cent were not happy to haveto share information to downloadan application.Even Estonias government,

which has developed a digital IDcard so that it can provide services

electronically to all its citizens including electronic voting -- doesnot trust mobile phones. Instead itprovides its citizens with a physicalelectronic ID card. Trust is important and you

cant trust [smartphones]. Phonesare not trustable enough. If ourpeople dont trust digital servicesthen we are screwed as we cannotserve all those people physically,said the CIO of Estoniasgovernment, Taavi Kotka. AVG is calling for the industry to

make it clear what consumers areagreeing to when downloading anapp or signing up to a service.Downloading a mobile game forchildren can mean a child signingaway access to their messaging,GPS information and contacts onthe phone, said Kovacs.

Why does a multinationalcompany collect this information ona ten-year old child? asked Kovacs.User policies say what were

going to do to you not how toprotect yourself, he said. And theyare hard to read -- the CarnegieMellon University estimated it wouldtake 76 days to read the privacypolicies related to two weeks ofKovacs own Internet usage. The digital revolution has

happened its time for a trustrevolution, said Kovacs.Kovacs called on companies to

create simple user policies that

could be displayed on a single pageof a mobile phone. Privateindividuals are not the only ones atincreased risk.The growth of the Internet of

things promises to make enterprisesecurity even harder to manage.Increased mobile transactions

mean the attack surface hasincreased, said Brian Krzanich, theCEO of Intel. In the future there willbe a much larger and muchdifferent surface than even existstoday, said Krzanich. Already 80 per cent of all

enterprises will be breached this

year, according to Krzanich, whosaid it costs on average 31 days toremediate after a [security] breach.Every one of you is a point of

attack, said Patrick Gelsinger, CEOof VMWare. Security must be builtinto the underlying infrastructure,said Gelsinger.For Intel that means enterprises

need to move away from pluggingholes in security towards improvingidentification of people connectingto networks and detecting unusualtraffic flows. A password is notenough it needs more about youto ensure its you, said Krzanich.

Mobile security failingconsumers and enterprises

By Anne Morris

Plans to operate LTE networksin the unlicensed 5GHz bandgot a good airing at thisyears Mobile World Congress, butthe Wi-Fi Alliance continued toreiterate its warning that earlydeployments of the technologyentail as much risk as opportunity.Speaking to Mobile World Daily,

Edgar Figueroa, the president andCEO of the Wi-Fi Alliance, saidstandardisation work for LTE-Unlicensed (LTE-U) or LTE-LAA(licensed assisted access) is still at anascent stage, although he noted

that the technology represents anopportunity for both the Wi-Fi andmobile camps to work on co-existence in the unlicensed bands. The Wi-Fi Alliance has stressed

that there is a risk that LAA, andespecially pre-standard systemsdeployed ahead of coexistencework being done in the industry,will negatively impact billions ofWi-Fi users who rely on 5GHz fornetworking and deviceconnectivity.Figueroa noted that around one

billion Wi-Fi devices on the 5GHzband were shipped in 2014, whiletotal Wi-Fi device shipments

reached 2.5 billion.The 3GPP is already carrying out

work on LTE-U; Figueroa saiddiscussions between the mobiletechnology standards body and theWi-Fi Alliance have already begun.We are poised to have gooddiscussions, he added.The Wi-Fi Alliance said it is

generally agreed in principle thatfair sharing of the unlicensedspectrum band is required, butemphasises that there needs to befurther work from all parties toaddress this risk in practice.Figueroa also noted that Wi-Fi in

general is of growing importance tomobile network operators, and notjust for offloading data. He said weare at the dawn of Wi-Fi andmobile networks being integrated,with operators also now havingaccess to a list of requirements thatenables them to provide carrier-grade Wi-Fi services.

Wi-Fi Alliance outlinesopportunities andrisks with LTE-U


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By Anne Morris

Orange is building thefoundations for itscontinued growth in theMiddle East and Africa (MEA), andalso hopes to be able to exploitfuture opportunities forconsolidation in the region.The France-based operator is in

the process of placing all of its 20units in MEA under one holdingcompany, replacing the multipleholding companies that currentlyexist and thereby creating a simplerand clearer management structure. According to Marc Rennard, EVP

for Africa, the Middle East and Asia,the process should be completed byJune this year, by which time the

MEA unit will also publish itsresults as a separate region underthe Orange Group.Although Rennard said the

process is an internal measure andwill have no impact on customersand partners, he noted that it wouldmake it easier for Orange to bring innew shareholders or enter intomergers in the region.Rennard pointed out that Africa,

for example, has around 800 millionmobile subscribers but 200operators; in China, one operator -China Mobile - accounts for aboutthat many customers. There isroom for consolidation in Africa,he said, adding that Oranges focusis on building up its position in itsexisting markets.

The company also recentlystrengthened its position in Egypt byincreasing its stake in Mobinil to 99 percent from around 94 per cent for a totalcost of 209.6 million. Rennard saidMobinil should take on the Orangebrand this year, and also expects thelong-delayed converged licences to belaunched in Egypt this year. That willenable the markets three mobileoperators to offer fixed and mobileservices, while also allowing TelecomEgypt to launch an MVNO. However, Rennard is not

convinced that the market cansupport four players, even if one ofthem is an MVNO.As well as its organisational

changes, Orange has alsodeveloped a strong smartphonesales strategy in MEA - although itsclear that Rennard was not initiallykeen on that approach because hedid not believe that Orange was inthe business of selling devices.

Ive changed my view, Rennardsaid candidly. One reason for thischange of heart was that 3Gsmartphone prices declined to around$50. Orange started selling the AlcatelOneTouch Pixi smartphone, and in2014 sold 860,000 devices across itsMEA footprint.Encouraged by this, Rennard

supported the launch of OrangeKlif, the Mozilla OS-basedsmartphone launched at MobileCongress this week that alsoincludes a bundle of voice, textsand data for around $40. The smartphone will be launched

in different MEA markets in thecoming weeks, and Rennard said heis already seeing positive signalsfrom local managers. While he believes that Orange

has proved its smartphone salesstrategy is a good one, it remains tobe seen if the Orange Klif strategywill also be a success.

By Richard Handford

Spains BBVA is a bank that nolonger wants to behave likeone and, according to CEOFrancisco Gonzalez, is happy to livewith rivals moving onto its patch.Earlier this week at Mobile World

Congress, Samsung announced itsplan to launch a new mobilepayment service, as the SouthKorean vendor takes on Apple Pay(which launched at the end of 2014). But Gonzalez is sanguine about

the competition. There is a threatelement which I like becausebanking needs competitors. Weneed to be more efficient but wecan also collaborate with them.BBVA is already adjusting its own

approach as consumers move tomobile and digital payments. Last yearit bought US banking startup Simplefor $117 million and is also workingwith online payments firm Dwolla.But the Spanish bank, like all its

peers, is stuck with a legacy IT

system that dates back to the 60and 70s; what moderator DavidKirkpatrick termed a spaghettiplatform which still underpins thekind of batch processing associatedwith old-school banking.Gonzalez wants to shake up that

model and is staking the banksresources on pulling it off. BBVAscloud-based wallet app has 450people working on it. So far, its onlyavailable in Spain but Mexico, the USand Latin America are set to follow.And thats just the starting point in

terms of how the banks resourcesare likely to be heading over the nextfew years. Currently just 3,000 of its110,000 staff work on the digitalside but in five years Gonzalezreckons it will be a majority.Gonzalez added that about 1.2

billion people around the world havebank accounts, a figure that islimited because banking is veryexpensive he says. BBVA reckonsanother one or two billion might beinterested but not the traditionalroute. More likely, they will accesstheir account through a mobilephone. Gonzalez was speaking during

the keynote session on digitaltransactions and social interactionsyesterday morning.

Orange puts pieces intoplace for MEA growth

BBVA seesApple, Samsungas threats and likes it

By Joseph Waring

Xiaomis global VP HugoBarra claims the companysfresh brand will give it anedge over better known rivals as itmoves into new markets.Its one thing to have a well-

known brand, but its another thingto have a brand everyone is tired of,especially when targeting the earlyadopters, he said.Barra, speaking Tuesday on a

panel discussion on content atMobile World Congress, noted thatXiaomi doesnt spend on above-the-line or below-the-line advertisingand goes direct to customers asmuch as possible.We generally dont spend any

money on buying media. All of ourconversations are via social mediaand is pretty much organic. We alsoavoid intermediaries as much aspossible, which can be up to 30 per

cent of gross margins. Thats afortune relative to the margins welook at, he said.We have very few products just

two smartphones per year -- whichgives us greater economies of scaleat the production level and theability to keep costs down.Its weekly beta software updates,

based on input from its large betacommunity, is something he saidthat best defines us and showsthe companys commitment tocontinually improving the customerexperience.It has built up a beta track of 10

per cent of its over 100 million userbase worldwide, most of which useits devices. Every Friday it pushes outsoftware updates. He said it takes afew weeks for a change to move fromthe beta to the stable track.He said Xiaomi does something

similar with its hardware updates.With the absence of Apple and

Google in the app store space inChina, it has had some success in themainland. It is ranked about numberthree. Its the Wild West therebecause there is no App Store orGoogle Play, but we have no plans totake that outside of China, becausewere working with Google as aGoogle Mobile Services partner.

Xiaomi:Freshness of brand key to oursuccess

NEWS


3A31

M 14:00 15:30 Conference: S

16:00 17:30 Conference: U

09:00 12:00 Operator and Service Provider Seminar: M

3 05/02/2015 12:17

Globe to deployHuaweis SingleSONGlobe Telecom announced ithas contracted Huawei tooptimise its wireless networkperformance using thevendors SingleSON (self-organising network). The twocompanies formalised anoperation and maintenance(O&M) agreement in Barcelonathis week. Globe recently testedthe technology on 20,000 2G,3G and 4G cells sites.

Modular VRANoutstrips the CloudMatrix, a new modular VRANfrom Dali Wireless, claims tooutperform cloud-based RANby allowing operators tooptimise the use of theirexisting network resources,including spectrum. Theflexibility and scalability ofMatrix means operators nolonger need to overhaul theirexisting networks to meetcurrent and futuretechnology trends.

NEWS IN BRIEF...

By Joanne Taaffe

Tele2 knows a thing or twoabout buying and divestinginternational telecomoperations. In January it reducedthe number of countries in which itoperates to nine, from a peak of 24,when the Norwegian CompetitionAuthority (NCA) approved the saleof its operations in the country toTeliaSonera. Despite having over-expanded in

the past, the company does not ruleout future acquisitions.We are clearly looking for

distressed assets. If we can find the[right opportunity], within specific

countries, we will do that, saidMats Granryd, CEO of Tele2,speaking on Tuesday in a sessionentitled Enabling M&A for IndustryGrowth.But we never have the ambition

to be a 24 country player again.Central Asia, where Tele2 already

operates in Kazakhstan, couldpresent opportunities.The stans on the whole are very

interesting -- even though there arepolitical challenges. There areplenty of opportunities, but wehave so far been reluctant, saidGranryd.Asked about the acquisition

strategies of large companies suchas Altice, Granryd advised caution. Big operators buying up whatever

they can are rarely a success case. Itbites them in the behind later.

Tele2 is retrenching to betterfocus on providing profitable dataservices across its own networks. Operators need to mentally

accept voice is free and gear up tobe successful in a data only world,said Granryd.The shift to charging for data is

closing MVNO opportunities,believes Granryd.We are not in favour of MVNOs.

We believe we should own our ownnetwork. I dont . see OTT orfixed players obtaining verylucrative MVNO agreements withus. Those days are gone. We arevery mindful of protecting dataconsumption.

Tele2 still open to makingacquisitions, sees feweropportunities for MVNOs

MANAGING EDITOR:Justin Springham

SENIOR EDITOR:Steve Costello

CONTRIBUTORS:Saleha Riaz, Ronan Shields, Richard Handford, Paul Rasmussen, Anne Morris, Joanne Taaffe, Joseph Waring, Ken Wieland

ALL ADVERTISING ENQUIRIES TO:[email protected]

PUBLISHER:Rick Costello

PRODUCTION MANAGER:Samantha Burke

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A GSMA PublicationAll content GSMA Ltd. 2007-2015. Allrights reserved.

In an effort to minimise the environmental impact ofour event, the GSMA promotes the usage of recycledmaterials and waste reduction wherever possible.Building on this commitment, we are now pursuingofficial Carbon Neutral certification of Mobile WorldCongress under the international standard PAS 2060.


Secure digital identity is now in our hands

Welcome to digital identity that makes passwords a thing of the past.

We hold the future of digital authentication in our hands and so do our customers. Simply by matching people to their mobile phone, Mobile Connect allows people to log-in to websites and apps quickly and safely without the need to remember passwords. This innovative solution is provided by mobile operators worldwide and supported by the GSMA.

Log-in at GSMA Innovation City.

SECURE ONLINE LOG-INTHROUGH THE POWER OF MOBILE

Monday Thursday GSMA Innovation City: Mobile Connect The new standard in digital authentication Hall 3, Stand 3A11 & 3A31

Monday 14:00 15:30 Conference: Spotlight on Mobile Identity Solutions Hall 4, Conference Village

Monday 16:00 17:30 Conference: User-centred Privacy in a Connected World Hall 4, Conference Village

Tuesday 09:00 12:00 Operator and Service Provider Seminar: Mobile Connect Restoring trust in online services Seminar Theatre CC1.1

Wednesday 11:30 13:30 Seminar: SIM Security, Identity and Money Seminar Theatre CC1.1

Thursday 08:30 10:00 Seminar: Mobile Big Data Solving real life problems & maintaining users trust Seminar Theatre CC1.5

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05/02/2015 12:17MWC15 Daily DAY4.qxp_DAY1 03/03/2015 17:32 Page 7

By Joanne Taaffe

The spread of both higherspeed mobile connectivity andsmartphones is enabling theuse of more sophisticated financialand information services in thedeveloping world. But greater cross-sector collaboration will be essentialif financial services in particular areto spread, according to speakers atthe Innovating for Inclusion keynoteat Tuesdays Congress. Mobile operators in developing

countries have launched a numberof successful payment and financialservices. But the CEOs ofMastercard and the Hong LeongIslamic Bank are calling for greatercollaboration to open financialservices even further.Financial inclusion is a massive

undertaking and the only way wecan meet it is together acrossgovernments, industries andplatforms, said Ajay Banga,president & CEO of Mastercard. Currently 2.5 billion people, or half

the worlds population, do not haveaccess to a bank account, accordingto Banga, who said mobile moneyservices in developing countriesneed to move away from operating insilos. Instead Mastercard, which this

week announced an agreement withthe Egyptian government to developmobile financial services linked tonational ID cards, called for thebuilding of private publicpartnerships (PPP). Partnerships between

governments and the private sectorsare going to be a big factor ofgrowth [in] financial inclusion,said Banga: Governments provideon average approximately 30 percent of the income of those peoplein developing countries who areexcluded from financial services, hesaid.Raja Teh Maimunah, MD & CEO

at Hong Leong Islamic Bank,agreed that mobile-based serviceswill be key to broadening the reachof financial inclusion and need tobe based on partnerships.However, Maimunah also

admitted that financial institutionsare not very agile and are theslowest or the last to adapt to thischange. Nor are mobile operatorsnecessarily quick to partner. Oncethey do, however, Maimunah seesbenefits, describing a collaborationwith Telekom Indonesia thatresulted in remittances costingpeople 20 per cent of what they hadpreviously paid to agencies.

However, even though mobilephone penetration is high in thecountries in which the bankoperates, differences in the levelof smartphone penetrationbetween, for example, Vietnam,Malaysia and Indonesia, affectsthe services the bank canpartner to introduce. We needcheaper phones and we need[people] to move tosmartphones, she said.

Collaboration key to financial inclusion

By Saleha Riaz

Panellists at the EnsuringUser-Centred Privacy in aConnected World sessionthis week discussed the need forcompanies to have privacy policiesthat are simple for consumers tounderstand, and called for laws thatprotect individual data while alsosupporting innovation.There are 105 laws expected to

govern data around the world, andthey are specific to countries,whereas data does not care aboutborders, session moderator PatWalshe, director, privacy,government & regulatory affairs atthe GSMA, said. Eduardo Ustaran, partner at law

firm Hogan Lovells, said in a yearstime there will be a law that will ban

data from leaving Europes borders. This framework hasnt even

been adopted yet and it is alreadyoutdated, he commented, addingthat laws must consider not onlythe privacy of citizens but alsoappreciate the evolution oftechnology and the value of data.Laws need to be less about

unworkable principles and moreabout supporting innovation in afair and sustainable way, he said.Another much discussed topic was

that of privacy policies that all usersclaim to have read but hardly any do. According to Denelle Dixon-

Thayer SVP, business and legalaffairs at Mozilla, they should be assimple as possible, in bullet points ifneeded, and written as if for ninthgraders.Moreover, if users understand the

value exchange, they will be morecomfortable sharing data, she said.Ustaran took this a step further

and said that users may even be

willing to contribute to make itmore meaningful.The panellists agreed that all

companies needed to betransparent about their policies,because if only some were, userswere likely to become sceptical ofthem all, making collaborationacross companies on privacyessential.

Privacy laws need to supportinnovation

By Joseph Waring

Qualcomm on Mondayintroduced a 3D fingerprintauthentication platformbased on ultrasonic technology thatimproves security and eliminatesthe need for passwords.The chipmaker claims its the first

ultrasonic-based biometrics sensorand improves upon touch-based

fingerprint technologies. TheSnapdragon Sense ID 3D platformsupports a fingerprint scanner thatuses sound waves to penetrate theouter layers of skin to detect 3Ddetails, such as ridges and sweatpores.Raj Talluri, Qualcomms senior

VP of product management, saidthe use of ultrasonic technologyevolves biometrics from 2D to 3D,

allowing for greater accuracy,privacy and strongerauthentication.The platform consists of a

Qualcomm biometric integratedcircuit, custom sensor technologyand algorithms managed bySecureMSM technology. It is basedon the FIDO (Fast IDentity Online)Alliance Universal AuthenticationFramework specification.

The company said it is designedto improve the interoperabilityamong online devices andaddresses the challenge of creatingand remembering multipleusernames and passwords.It is being introduced in

conjunction with the Snapdragon810 and Snapdragon 425processors and is designed to becompatible with all Snapdragon400, 600 and 800 series processors.Snapdragon Sense ID 3D is

expected to be available incommercial devices later this yearand is already in various samplingstages with major OEMs.

Qualcomm takes fingerprintbiometrics from 2D to 3D

KT and Nokia to set up IoT labSouth Koreas KT and Nokiahave agreed to set up anInternet of Things (IoT) laband LTE-M test site on theoperators premises. Thetwo-year agreement aims todevelop new businessmodels covering convergedIoT solutions as well as theautomotive industry.The two companies alsoagreed to collaborate on 5G,including standardisationactivities and 5G trialsduring the Winter Olympicsin PyeongChang in 2018.

Indosat sets up ad exchangeIndosat launched theIndonesia Mobile Exchange(IMX) in partnership withSmaato, a global mobile adexchange. IMX is a mobile-first, real-time biddingadvertising platform.Indosats existing mobileadvertising offering, i-klan,which currently sits withinits digital services unit, willbecome part of the jointventure.

Ericsson teams up with KT on 5G researchEricsson and KT this weeksigned an agreement towork together to developnext-generation networktechnologies. Thecollaboration will cover 5Gnetwork architecture, smallcells, heterogeneousnetworks and massiveconnectivity for the Internetof Things (IoT). The twocompanies said they aim tohelp lead the 5G evolutionby jointly working onstandardisation, spectrumstrategies and networkdeployment scenarios.

ZTE, China Mobile demomassive MIMOZTE is jointly exhibiting its3D/massive multiple-inputmultiple-output (MIMO) basestations with China Mobileat Mobile World Congress.The pre-5G base stationuses massive MIMO tosupport 64 ports and 128antennas. By integrating thebaseband, radio frequencyunits and antennas, itrequires only a third of theinstallation space oftraditional mobile basestations, the vendor said.

NEWS IN BRIEF...

NEWS


Financial inclusion is amassiveundertaking andthe only way wecan meet it istogether

Laws need to be lessabout unworkableprinciples and moreabout supportinginnovation in a fair and sustainableway


CA | CUSTOMER EXPERIENCE

Research Mobility:Why Your Customers ArentSatisfied and What to Do About It

By Denise Dubie, Senior Principal, Content Strategy at CA Technologies.

In the application economy, simplyproviding the next killer app is no longerenough. Consumers expectations havenever been higher, and you can lose acustomer in a split second if you have notfocused on optimizing the entire customerexperience.

CA technologies recently sponsoredresearch company Vanson Bourne to conducta global survey of 1,425 senior IT andbusiness executives on their mobilityinitiatives. The results revealed that overalluser satisfaction with mobility efforts to dateremains low: respondents report that only20% of their customers are completelysatisfied with their experiences with mobility.

The most important result is whatorganizations are actually doing to meetthese challenges: implementing a moreholistic approach to enterprise-wide mobility.In fact, 40% of respondents have alreadyadopted enterprise mobility and another 47%plan to in the next two years.

By taking a holistic approach to improvingand securing the overall end-to-end mobileexperience, organizations are reaping hugerewards:

Enterprise mobility adopters report sixtimes more end users who are completelysatisfied with their mobility products orservices.

Twice as many enterprise mobilityadopters have already seen animprovement in overall user experience.

Enterprise mobility adopters have seen a24% revenue increase from customer-facing mobility apps and a 25%improvement in the overall customerexperience.

The research proves a few critical pointsabout mobility. For one, optimization of theoverall end-user and customer mobileexperience is the most important thing youcan focus on for success in the application

economy. And two, the best way to achievethis is to implement an enterprise-wideapproach to mobility.

UNDERSTAND THE CUSTOMEREXPERIENCE. To truly deliver a quality mobile experience,IT and the business must know how thecustomer interfaces with the app and howwell the app responds to customer demand.Learn, understand and try to experience whatyour customers are experiencing.

DEFINE CUSTOMER-DRIVEN RESULTS. Do you want more customers using yourservices? Do you want to deliver more appsor more feature releases to existing apps?Businesses must understand the goals of theirmobility efforts to better design the enterprisestrategy.

DEVELOP AN ENTERPRISE MOBILITYSTRATEGY. Its clear mobility projects cannot thrive in anad hoc environmentthey must beintegrated across and baked into all IT andbusiness endeavors from the start. Asuccessful enterprise mobility strategy willencompass managing the data from the backend to the user device.

IDENTIFY AND NURTURE MOBILITYTALENT. To drive an enterprise mobility strategy, ITorganizations must be equipped with the skillsneeded to not only develop mobile apps andservices but also the talent to envision howmobility could enhance existing applications.

MEASURE MOBILE SUCCESS. Mobility needs monitoring. Mobile apps canthrive or die in an instant. Learn what worksand what doesnt early, and build onsuccesses.

See more at rewrite.ca.com

New research shows enterprise-widemobility can improve yourcustomers overall experience.

Denise Dubie

Denise is senior principal, content strategy at CA Technologies. As a former ITindustry journalist with IDG Enterprise, her work was featured in print and online dailyin publications such as Computerworld, CIO and Network World. Now Denise is a topcontributor of articles, blogs, whitepapers, eBooks and more. She manages theREWRITE and Highlight content editorial process and leads social media strategy. Withmore than 20 years experience, Denise reports and writes on the application economy,IT skills and careers, management cloud, mobility, DevOps, big data, security and more.



By Anne Morris

Apples iOS operating systemreached its highest evershare in urban China with aniPhone accounting for one in everyfour smartphones sold, according todata from Kantar WorldpanelComTech for the three months toend-January.Leading into Chinese New Year,

Apple iPhone 6 and 6 Plus drovesales to an unprecedented high in

urban China with iOS share of thesmartphone market reaching 25.4per cent a 4.5 percentage pointincrease over the same period in2014," said Carolina Milanesi, chiefof research for the company.Across key global markets

Apples momentum generallycontinued from last month, althoughAndroid was able to slow down thedecrease in share in some countriessuch as Germany, Spain and Francewhere its sales had started to look

like they were in freefall, she said.In Europe, Androids share

declined by 2.2 percentage pointsyear-on-year to 67.2 per cent whileiOS rose by 3.2 points. After losingits top spot to iOS in the holidayquarter of 2014, Android bouncedback in the US with a share of 51.9per cent, the research company said. As vendors flocked to Mobile

World Congress this week toshowcase their latest products it isnoticeable how many have decidedto focus on the mid-tier as successat the high-end appears more andmore unattainable, Milanesicommented. However, while mid-tier consumers might be moreaccessible than high-end ones,manufacturers will have to workharder than ever to stand out in anincreasingly crowded marketplace.

iPhone 6 salesdrive up iOSshare in China

By Paul Rasmussen

Digital marketers typicallyoverlook how to keepcustomers engaged by failingto monitor the users experiencewithin a mobile app. Did the appperform and, if not, where was theexperience failing customers?These issues, according to Jennifer

Tejada, CEO of Keynote, a cloudtesting, monitoring and analyticsfirm, can be significantly reduced byaccepting that preparation is key tounderstanding a consumersbehaviour when using a mobile app.If you know that your mobile site

can deal with spotty coverage, hasminimal third party apps slowingdown the site beyond your control,and you can be sure it loads as quicklyas possible and has a low tolerance todowntime, you have created the bestenvironment to grab consumerattention and take them through tothe check out, she said.A company stands to lose out in

three key areas from having apoorly designed mobile web site,according to the Keynote CEO.Revenue from the customer now,revenue from the customer in thefuture, and revenue from other

customers. In terms of the here andnow, if a customer wants to make apurchase using their mobile deviceand they cant, theyll turn to acompetitor. This is then likely toshape their buying decisions in thefuture; why turn back to a companythat failed, when a competitor hasproven it can deliver. The third area,a companys reputation, is the onearea that is often overlooked.Customers are much more likely to

complain about a bad service thanpraise good, and are willing to add theirimpression to the app ratings, saidTejada. If businesses cant supportcustomers on mobile devices, manyothers will also turn to competitors.The Keynote CEO maintains that

personalising a mobile app ismostly about understanding thecontext of the customer.

Many businesses are looking atways to engage customersthroughout their physical to digitalexperience, such as knowing whenpotential customers are near a shopand then serving a tailored ad to theirmobile device that offers discountsto encourage them to enter.Keynote believes that the use of

big data can help to determine whatmakes for a successful customerexperience and can inform thebusiness on where to makeimprovements that maximise theirdigital investments.

Smart mobile appskey to capturingconsumer attention

By Paul Rasmussen

Work underway withinTwitters telco group ishelping mobile operatorsreact better to customer servicerequests and reduce churn. This is

starting to take place in real-time,says Bret Herd, head of telcostrategy and development atTwitter, as context data associatedwith a user is better understood.Herd claims that mobile context

data is driving product and service

development: Data analysis allowsoperators to provide a betterservice with higher quality andimproved efficiency. Twitter cannow offer another data filter theydidnt have six to nine months ago.Speaking at Tuesdays Context is

King session, Herd provided anexample where Twitter had acted asthe channel for mobile subscribersto request action from their serviceprovider and received immediate

management attention. A number of T-Mobile US

customers were requesting theability to roll-over their unusedmonthly data to the next month,something operators do not offer.The operator reacted promptly tothese tweets by launching a newservice to overcome thisdissatisfaction.A senior exec within T-Mobile US

monitors Twitter each day to see

what its customers want. In this casethe issue was escalated within thecompany and a resolution achieved.Herd maintains that context data

is become a meaningful differentiatorfor operators. Its an X-factor, andweve seen it worth fighting for toboost real-time customer service.Twitter is planning to unveil a

data context dashboard too in thenear future to make analysis easierand quicker.

Context data boostsoperators reactions

By Joanne Taaffe

The financial industry expectsno immediate let-up on lastyears fast pace of mergersand acquisitions in the telecom andtechnology sector. Instead, todaysheated M&A environment mayunleash big surprises.Cash-rich [Internet] companies

may start sniffing around telcos,suggested Tony Poulos, marketstrategist at WeDo Technologies,speaking on the Tuesday panelEnabling M&A for Industry Growth. The value of mergers and

acquisition in the technology andoperator sector grew 34.9 per centin 2014 from the previous year,according to B. Holt Thrasher, MDfor Mooreland Partners. The lasttime it was that high was in 2000,said Thrasher. And last yeartelecom M&As represented three ofthe ten biggest deals. But although telecom operators

and equipment manufacturersspeaking on the panel still seeopportunities to use mergers andacquisitions to grow or transformtheir companies, they rang a noteof caution. Ericsson, for example, views

M&A as a potential means totransform its business as theindustry moves towards software-based service delivery.Our previous approach was

more focused on filling gaps. Weare now looking at a complete viewof which new business we need tobe in, said Rima Qureshi, SVP, CSO& head of M&A, Ericsson.Qureshi, however, questioned

todays high valuations of softwarecompanies. There is an interesting way of

increasing value by throwing in buzzwords. Traditional valuations needto be reassessed when looking atsoftware companies, said Qureshi. The executive also stressed that

the performance on acquisition isnot necessarily stellar. Its animportant caveat. An acquisition ... isnot a panacea, its not going to solvethe problem. And particularly when

it comes to acquiring small start-upswith different cultures, its importantnot to kill what you bough, she said.For European telcos, in-country

M&A continues to makes the mostsense, according to speakers.Operators should start with in-

market consolidation, then fixed-mobile convergence theninternational the latter is verycomplicated, said Mats Granryd,CEO of Tele2.But international consolidation is

much less likely to raise the ire ofthe European Commission.The commission generally

welcomes cross-border M&A itreproaches too many in-countrydeals, said Thomas Wessely,partner at Freshfields. As a result, gaining approval for

in-country deals is slow, complexand uncertain. But there may be ashift in mindset at the commission. Authorities are starting to

understand that the industry issetting itself up for a data onlyworld, he said. The Commission is a bit of a Dr

Jekyll and Mr Hyde. When youdiscuss the merits [of a deal]they are extremely conservative.When you come withconvergence and OTT as anargument they are not veryreceptive. The commission views[market consolidation] as [aquestion of] fixed costefficiencies, said Wessely.However, the commission stillgave the green light to in-countrytelco consolidation in Germany,Ireland and Austria, despitenational opposition, he noted.

Telco and tech M&Ato continue apace,despite challenges

NEWS


In terms of thehere and now, if acustomer wants tomake a purchaseusing their mobiledevice and theycant, theyll turn toa competitor.

Authorities arestarting tounderstand that theindustry is settingitself up for a dataonly world

1 04/03/2015 12:45MWC15 Daily DAY4.qxp_DAY1 04/03/2015 16:08 Page 12

mSchools is a multi-faceted mEducation initiative of Mobile World Capital Barcelona, incollaboration with the Generalitat of Catalonia, Barcelona City Hall and GSMA. Launched in2012, mSchools effectively integrates mobile technologies into the classroom.

Mobile enables access to up-to-date materials, improves collaboration and strengthenslearner engagement. mSchools helps students build important new digital skills, improvesachievement and prepares them for todays world.

The mSchools Programme is based on three focus areas: Encourage Learning with Mobile Improve Digital Skills and Entrepreneurial Spirit Build an open Environment for mEducation

ENCOURAGE LEARNING WITH MOBILE TECHNOLOGYFostering curiosity and the joy of discovery for students and teachers.

Mobile History Map (MHM), a pioneering initiative of the mSchools programme,advocates the use of mobile technology applied to non-technological subjects. This new,geo-positioning app and platform, allows students to collaboratively create content aboutpoints of interest close to their schools.

MHM content is evaluated and curated by education experts with the support of theInstitut Cartogrfic i Geolgic de Catalunya, constituting a unique catalogue of Catalonianhistory and culture.

This pioneering project, specially designed for non-technical subjects is not only amultidisciplinary educational tool but also a huge success: more than 1600 students and 80teachers from Catalonia are generating new digital content based on over 400 points of interest.

Mobile Learning Awards celebrated its third edition this year. mSchools Mobile LearningAwards reward those who use and experience mobile technologies within academiademonstrating the educational possibilities of mobile devices (tablets and smartphones) inschools. These awards honour innovative teacher and student led projects that recognisethe integral role of Mobile Technology in Education.

In addition, School Visits at the Mobile World Centre, aimed at students understandingof how mobile enhances our lives, provides children and schools with a first-handapproach on the use of mobile technology. Visits are organized on an ongoing basisthroughout the year and encourage the discovery and use of mobile technology through aninnovative Learn by Play treasure hunt experience.

IMPROVE DIGITAL SKILLS & ENTREPRENEURIAL SPIRITDeveloping 21st century skills with the support of industry and education experts.

mSchools App Education course is a computer science elective offered in Catalan HighSchools based on app design and prototype development. In partnership with the DepartamentdEnsenyament, App education promotes team work and stimulates the entrepreneurial spirit.

Throughout the course, students and teachers receive mentoring from industry expertvolunteers improving learning outcomes and digital skills. Industry experts from leadingcompanies in the fields of app development, video games, business incubators and internetportals guide students and teachers through project planning and app development during thecourse.

The App Education course has over 12.000 students and more than 300 schools enrolled in the2015 school year. Thats over 25% of 4th grade ESO students from Catalonian public high schools.

mSchools App Awards acknowledges and rewards innovative students, teachers andschools for their hard work and accomplishments during the App Education course.

Awards focus on the design, coherence and technical development of applications formobile devices, stimulating the students presentation skills and creativity.

BUILD AND OPEN ENVIRONMENT FOR MEDUCATION.Increasing accessibility of mobile content and solutions relevant to students and teachers.

mSchools Toolbox is an online repository of validated and tested mobile educationalcontent. Designed to increase the availability and usage of educational mobile content forschools, teachers, parents and students. All content is curated by teachers and educationexperts for a better classroom experience.

mSchools Lab provides a set of tools to foster collaboration in testing future mEducationsolutions in a school environment. Designed to facilitate innovative trials and accelerate theadoption of cutting edge technology for education. Schools are encouraged to volunteer topartner with the industry to implement innovative solutions together.

mSchools mobile4all promotes accessibility of mobile devices for qualifying families andstudents with special needs. Designed to reduce the digital divide in the classroom.

For more information on how Mobile World Capital Barcelona is changing educationplease visit us at Congress Square 70 or mschools.mobileworldcapital.com.

ChangingEducation

ADVERTORIAL

mSchools

The mSchools programme is a multi-faceted mEducation initiative by theMobile World Capital Barcelona, in collaboration with the Generalitat ofCatalonia, Barcelona City Hall and GSMA.



CONNECTIVITY FIRST | DEVICESCAPE

Welcome toConnectivity World Congress?

Someone visiting this show for the firsttime, with no preconceived ideas, mightwell find themselves wondering why itsstill called Mobile World Congress. Such avariety of industries, applications andactivities are on display here in Barcelonathat the overarching theme is open tointerpretation.MWC has had several identity changes as

it has evolved over the years. Back in the 90sit was known as GSM World Congress,reflecting a strict technology alignment. Withthe arrival of UMTS it became 3GSM WorldCongress in 2001. And six years later, asmobile operators worldwide signalled theirintent to converge on a single cellularstandard for 4G, it was given the name westill use.These changes follow a narrative of

expansion and inclusivity. UMTS broughtwith it brand new operators with no 2Glegacy, hence the subtle but importantaddition of that 3. The end of a far moresignificant industry era was reflected in thenext change, as the sometimes bitterlyopposed GSM and CDMA camps laid downtheir arms on the common ground of LTE.With each new technology came moreoptions and more operators.In 2015 it feels like the time is right for

another change. Clearly this is no longer anevent that deals exclusively in mobile, andthe gathering momentum behind quad-playmeans mobile-only operators are actuallydwindling in number. Whats more, thelifespan of previous rebrands suggestsanother is due.

Connectivity World Congress might beworth considering. It maintains a link to theevents roots, while continuing to address thebroader mix of underlying technologies thatcan be harnessed to give smartphone usersthe connectivity they seek. Specifically itwould create the right environment for themeaningful integration of Wi-Fi into theconnectivity service that mobile operatorsprovide.Despite its enormous popularity with end

users, and despite the enormous public andprivate connectivity resource that itrepresents, there are still some within thetraditional operator community who believeWi-Fi isand should remainentirelyseparate from cellular.Ironically, this view perpetuates rather

than neutralizes the threat that Wi-Firepresents to the established operatorcommunity. The emergence of Wi-Fi Firstand Wi-Fi-only plays from disruptive start-ups and larger cable operatorsas well asthe arrival of Googles integrated cellular andWi-Fi offerwill add a new dimension ofchoice for end users who want connectivityrather than one or other technology thatunderlies it. And their emergence has beengreatly assisted by traditional mobileoperators reluctance to embrace thefantastic wireless resource on which thesedisruptive new services are being built.Mobile operators need to look and learn.

We believe the most important trend of 2015will be a shift in thinking away from isolatedtechnologies and towards what were calling aConnectivity First approach. Some operatorsmay continue offering services at the fringesof the industry, using only one technology oranother. But the majority will soon realizethat, as long as the quality of the connectivityexperience is a good one, the end user will bepleased, however its delivered.

The logical extension of this is that end userswill begin to choose their connectivityproviderwhich may not necessarily be aNetwork Operatorbased on the totalconnectivity package to which that providergives them access. Like for like comparisons ofcellular coverage are going to lose their currencyfast as end users realise services are availablethat deploy a range of technologies to ensure thebest connectivity experience in the moment.Remember, smartphone users spend 90 per

cent of their time indoors, where Wi-Ficonnectivity is increasingly available in anabundance that cellular simply cannot match.That is not a criticism of cellular, its simplyan observation that these two technologieshave evolved to do what they are best at.Cellular is the clear winner for mobility, foroutdoor connectivity and clearly deliverssome indoor connectivity. But Wi-Fi rules thein-building roost; which is why successfulmobile operators will be the ones thatdispense with technology-aligned thinkingand offer Connectivity First.One could even argue that, in the shape of

T-Mobile USA, the industry already has itsprototype Connectivity First operator. CEOJohn Legeres observation last year aroundthe launch of Wi-Fi Un-leashed that it doesntmatter how he gives his users five bars ofservice, so long as he gives them those fivebars, felt like a breakthrough moment.His point was made in response to the

observation that an emphasis on Wi-Fireflected a weakness in his cellular network.We can speculate about that, but the moreimportant question is: So what if it did? Thefact is, there are weaknesses in every cellularnetwork, mostly indoors where people needconnectivity most. So whats the best thing todo in response? Do what Legere did, andaddress those weaknesses in the mostefficient way you can to maintain the quality

and relevance of the service. Becauserelevance is everything.At the beginning of this article I was talking

about the evolution of this illustrious event.Im told that, one of its original purposes wasto facilitate the establishment of internationalroaming agreements between operators sothat their customers could have the sameexperience moving from one network toanother.A lot has changed since then, the shows

name included, but this challenge ofcontinuity remains. Mobile operators need totake control of the entire connectivityservice, and that means an extension of thesame cellular service experience to all formsof Wi-Fi. It means a managed service thatdelivers quality, convenience, and security. Itmeans giving users what they need, wherethey need it, when they need it.It is our firm belief that, this time next year,

T-Mobile USA will be by no means the onlymobile operator taking a Connectivity Firstapproach. Whether or not well be greetingone another at the inaugural ConnectivityWorld Congress, is perhaps another matter.

As the industry evolves to reflect thegrowing awareness that wirelessconnectivity is bigger than any onetechnology, perhaps this event wouldbenefit from another name change. Successful mobile

operators will be the onesthat dispense withtechnology-alignedthinking and offerConnectivity First.

Dave Fraser, CEO, Devicescape



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2A28MR

2A18MR

2A34MR

2B46MR

2A26MR

2B15MR

2B54MR

2C27MR

2C17MR

2C15MR

2C13MR

2A30MR

2A22MR

2A24MR

2A36MR 2A38

MR

2A32MR

2B56MR

2D17MR

2C26MR

2N2

2A40MR

2B44MR

2B3MR

2A44MR

2I31

2F20

2C25MR

2D23MR

2G26

2D50

2G20

2D20MR

2D27MR

2F12

2D21MR

2I25

2B40MR

2B42MR

2C6MR

2G13-

2E46

2F40

2G10

2F36

2L8

2J25

2B7MR

2A42MR

2J29

2J28

2A3MR

2A16MR

2B21MR

2B48MR

2B27MR

2A20MR2B13MR

2B22MR

2D11MR

2D9MR

2G29

2L2-2J2 2L32I2

2C10MR

2B4MR

2B20MR

2B9MR

2D5MR

2B19MR

2B17MR

2C5MR

2C21MR

2C23MR

2C22MR

2A10MR 2C4MR

2D15MR

2D13MR

2D19MR

2D7MR

2B24MR

2B32MR

2C1 MR

2C3MR

2B10MR

2B8MR

2B6MR

2G21

2A4MR

2F18

2I4MR

2B28MR

2C24MR

2E10

2A8MR

2A6MR

Z1.3

2D2 2D4MR

2E4MR

2B30MR

GF13GF12 GF14 GF15

2O1

2N60

GF18

2B31MR

2B33MR2B35

MR

2K40

Executive Meeting Rooms

HALLS 1 & 2 | FLOORPLANS




VIP Waiting Area

Ref

resh

men

tsP

lasm

aP

lasm

a

Meeting Rooms

Meeting Rooms Meeting Rooms

Vending Machines

LIFT

B

B

B

B

3G10

3B20

3B30

3A10 3B10

3I30

3K20

3M30 3N30

3N103H10

3I10

3E30

3E10

3D30

3A11

3A31 3A20

3K30

3H30

3C303J30

MR4/MR5

3G4MR

3M10

GF6

3L20

3L30

3C20

3J20

3D103K10

3N21

3N11

3N31

3C10

3F30

3H34MR

3H32MR

3G2MR

3K6MR

MR6

MR7

MR1

MR2

MR3

MR12

MR11

MR10

MR9

MR8

3N33

3K4MR

3K2MR3G1

CC3

CS70

CS50 CS60

CS145

CS130 CS180

CS120

CS135

CS90

CS100 CS105

CS87

CS65

CS125CS124-

CS140

CS160

CS150

CS165

CS122

CS123

CS85

CS121

CS75

CC7.3CC7.2

CC7.1C

CC7.1B

CC7.1A

CC7.4CC7.5

CC7.6

CC7.10 CC7.9 CC7.8

CC7.7

CC7.16

CC7.15

CC7.14 CC7.13

CC7.12CC7.11

CS76 CS77

CS80

CS200 CS202 CS204 CS208CS206

CS210 CS212

CS213

CS155

CS156

CS157MR

CS67

Broadcast village

Wea

rabl

es P

avili

on

Meeting

Room

CS70

CS50 CS60

CS145

CS130

CS180

CS120

CS135

CS90

CS100 CS105

CS87

CS65

CS125CS124

CS140

CS160

CS150

CS165CS122

CS123

CS85

CS121

CS75

CC7.3CC7.2

CC7.1C

CC7.1B

CC7.1A

CC7.4CC7.5CC7.6

CC7.10 CC7.9 CC7.8CC7.7

CC7.16

CC7.15

CC7.14 CC7.13

CC7.12CC7.11

CS76 CS77

CS80

CS200 CS202 CS204 CS208CS206

CS210

CS212

CS213

CS155

CS156

CS157MR

CS67

FLOORPLANS | HALL 3 & CONGRESS SQUARE

GSMA Innovation City Stand 3A11 & 3A31

Mobile Connect - The convenient and secureuniversal log-in solution with privacy protection.

83% of mobile internet users have concerns about sharingpersonal information when accessing the internet or appsfrom a mobile. Mobile operators can put trust back intodigital services by providing secure authentication andidentification. We hold the future of digital authenticationin our hands and so do your customers.

Simply by matching people to their mobile phone,Mobile Connect allows people to log-in to websites andapps quickly and safely without the need to rememberpasswords. This innovative solution is provided by mobileoperators worldwide and supported by the GSMA.Experience and get involved with Mobile Connect heretoday at the GSMA Innovation City Hall 3 Stand 3A11 &3A31. Secure digital identity is now in our hands.


Mee

ting

Roo

ms

LiftLow Barrier

Low Barrier

Low B

arrier

5A40

5A61

5F61

5E81

5A21

5G11

5H205G21

5I70 5H70 5G71

5E41

5E31

5E61 5D61

5C615D60

5E20

5D81

5F31

5G10

5F81

5H40

5H26

5G40

5I50

5H41

5I30

5C41

5D70 5C71

5D66 5C65

5C21

5G20

5E21

5H725I80

5C81

5G705E71

5B26

5B40

5C51

5C10

5A80

5G51

5G61

5B10

5I73

5I67

5I51

5I61

5I81

5J70

5J66

5J60

5J50

5J80

5K70

5K50

5L28MR

5L38MR

5M32MR

5L27MR

5M22MR

5M26MR

5L33MR

5L34MR

5L32MR

5J61

5F21

5G16

5F73

5G66 5F755G68

5F71

5I40

5K83

5M18MR

5H81

5H75

5I83

5M20MR

5I36

5I26

5H31

5H27

5I205H19

5I10

5E06

5A81

5K61

5L20MR

5L22MR

5L26MR

5E08

5D105F10

5G23

5G17

5L9MR

5M6MR

5L3MR

5L7MR

5L4MR

5L10MR

5L8MR

5M10MR

5L11MR

5L17MR

5M14MR

5L14MR

5L18MR

5L16MR

5J20 5J22

5J16 5J18

5J41

5K28

5K26

5K30

5J31

5K20

5K12

5J10

5M12MR

5J21

5I31

5B20

5F11

5J11

5K08

5C11

5I415G41

5H30 5G31

5G275H28

5H16

5L23MR

5I60

5H51

5H61

5M30MR

5M24MR

5L15MR

5B81

5B05

5K71

5L21MR

5M16MR

5K41

5K51

5J51

5J71

5M4MR

5M2MR

5L35MR

5L31MR

5I15

5K09

5K46

5J76 5I77

5I11

5I055J08

5K31

5M28MR

5H18

5K21

5B75

5B21

5D05

5J12

5K13

5K49

5I69

5A31

5L13MR

5H68

5G81

5H74

5G77

5H11

5J81

5L24MR

GF8 GF7

5H83

5K81

5J72

5J09

5K29

5D09

5F41

5C31

5A41

5K11

5B41

5B61

5K10

5L5MR

5A72

5A705L29MR 5B73

GF5GF4 GF3 GF2

5D34

5D32

5D36

5C435E40 5D41

5E305D31

5G60

5G58

i

Exit downfrom CC4

Exit down from CC4

4A1

4A2

PIPE 4.8m H

PIPE 4.8m H

Ministerial Programme

&Mobile World

Summit

GSMA Auditorium

ACC

ESS

TOO

THER

HA

LLS

HALLS 4 & 5 | FLOORPLANS



Green Technology Pavilion NFC & Mobile Money Pavilion

Mee

ting

Roo

ms

Lift

Low Barrier

Low Barrier

Low B

arrier

7A80

7A40

7A81

7A71

7C40

7A11

7A21

7B11

7K71

7K65

7N437K51

7K70 7J73 7J71

7K68 7J63

7G40 7E41

7F31

7F41

7F30

7E51

7G60 7F61

7F51

7F60 7D61

7C61

7F70

7F80

7G31

7H10

7G417H40

7K50

7J61

7D70

7D68 7C67 7C65

7H20 7H22

7D807C81

7G70 7F71

7G68 7F67

7A61

7B146

7A41

7B1407C41

7G61

7G71

7G81

7I71

7I61

7I81

7I51

7C70

7C68

7C12

7B41

7C30

7H23

7H17

7H317J307E30

7F21

7O17MR

7N71

7N65

7O32MR 7N73

7O30MR 7N67

7N63

7O36MR 7L78

7P4MR

7O5MR

7O3MR

7P10MR

7O19MR

7P12MR

7O27MR

7H08 7G05

7L71

7L65

7L81

7N60 7L61

7J40

7E31

7H15

7A60

7G37

7P26MR

7C50

7E20

7E12

7K78

7C21

7H13 7H12

7O28MR

7O34MR 7D76

7O22MR

7O24MR

7P8MR

7O21MR

7H41

7E06

7C05

7C13

7P24MR

7O37MR

7O35MR

7O13MR

7O15MR

7P14MR

7O25MR

7J38

7N45

7G11

7H21

7H18

7J437K40

7K20

7O18MR

7M57

7M47

7M49

7O14MR

7M23 7M16

7K21

7M55

7M30 7K31

7K10

7O6MR

7M387M36

7M40

7K30

7J27 7J25

7J33

7M31

7K43

7M08

7M39

7O2MR

7O12MR

7M27

7M15

7M29

7M097M11

7K27

7J31

7M53

7M22

7M32

7M01

7M20

7J15

7M28

7O8MR

7K157K17

7M45

7M37

7J08

7K25

7G21

7M59

7E217J177M177M21

7J65

7N81

7N85

7N77

7N89MR

7M25

7C07

7C18

7C86

7C60

7G09

7E14

7I83

7F03

7O26MR

7N61

7N59

7J10 7J12

7J06 7H05 7H03

7H11

7J227J20

7J187J16

GF10 GF9

7G80

7K72 7K74

7F81

7G76

7P2MR 7O1MR

GF11

7P16MR

7C73 7C71

7D81

7M51

7M07

7O31MR

7J32

7J28

7E08

7J21

7G50

7M13

7M19

7K81

7I82 7I84

7K35

7L76

7N91MR

7N95MR

7N93MR

7B217B25

7B157B177B19

7C16

7C14

7B67

7C80

7B857B87

7B83

7P18MR

7B61

7B51

7I90

7M41

7I92 7I94

7M05 7M03

7E19

7K64

7K61

7K63

7N83

7O4MR

7M437M35

7N94MR

7B81

7L51

7N41

7K06

7J117K12

7J057K08

7K41

7B33

7B277B

317B29

7O33MR

7P22MR

7P20MR

7C32

Meeting Rooms

China Pavilion

Low

Bar

rier

Low

Bar

rier

Low

Bar

rier

Low

Bar

rier

6E30

6E20 6G21

6D73

6J36

6C30

6J60

6J50

6C20 6E21

6C50

6C40

6C36

6D40

6D60

6D50

6B30

6F50

6G41

6F40-

6G50 6H51

6H40

6G40 6H41

6H37

6H63

6H61

6G58 6H57

6J516I50

6J41

6I40

6I36

6J616I62

6I60

6J556I58

6G60

6G566B60

6B50

6C61

6C416B40

6G10

6G30

6H30

6H38 6I27

6H10

6H20

6I10

6J296I30

6J216I22

6I20

6C60 6D61

6C56 6C58 6D556G61

6G636F626F60

6G57

6E116C10

6H31

6G46 6H47

6H50

6H46

6I51

6I55

6G37 6J37

6I11

6J20

6J22

6J10

6J06 6J08

6M40

6L40

6L36

6J30

6J26

6O22MR

6L20 6M20-

6N11MR

6K30

6M30

6N4MR

6N8MR

6N6MR

6N12MR

6N14MR 6O13MR

6O12MR

6O8MR

6L30

6K20 6L21

6K106L11

6M60

6I57

6K40

6J40

6N30MR

6K36

6E10

6L41

6K38

6I53

6A30

6B10

6I37

6K50

6I69

6N2MR

6N21MR

6D71 6D70

6H60

6H56

6K21

6J18 6K15

6K11

6G31

6L05

6O30MR

6J28 6K37

6N26MR

6I06

6J116J136I12

6N25MR

6N15MR

6N13MR

6N3MR

6N7MR

6N5MR

6N1MR

6N17MR

6N19MR

6N18MR6O21MR

6O19MR

Z4.16Z4.14

6N22MR

6O23MR

6N28MR

6M38

6L26 6M29 6M26

6M10

6K05

6G116J07

6L10

6M36

6O31MR

6M56

6G52

6F46 6G47

6A40

6I61

6I63

6L6

6G626L606K61 6K60

6G516A50

6A60

6B52 6L50

6M57

6M53

6B62

6O25MR

6O11MR

6L61

6O24MR

6O26MR

6M7

6O15MR

6O10MR

6M13

6O33MR 6O32MR

6N27MR

6O20MR

6O18MR

6O5MR

6O7MR

6O6MR

6O4MR

6O2MR

6G20 6H21

6M08

6I67

6I21

6M17

6K35

6M15

6O3MR

6O1MR

6L48 6M49

6I56

Z4.10

FLOORPLANS | HALLS 6 & 7

Stand: 6E20



Goods Lift 8.5Max Weight - 6000 KgSize - 2.36m x 5.28m

Door Width - 2.7mDoor Height - 2.72m

Goods Lift 8.4Max Weight - 6000 KgSize - 2.36m x 5.28m

Door Width - 2.7mDoor Height - 2.78m

Goods Lift 8.3Max Weight - 4000 KgSize - 2.36m x 3.5mDoor Width - 2.8m

Door Height - 2.39m

Goods Lift 8.2Max Weight - 6000 KgSize - 2.36m x 5.28mDoor Width - 2.69mDoor Height - 2.78m

Goods Lift 8.1Max Weight - 4000 KgSize - 2.36m x 3.5mDoor Width - 2.67mDoor Height - 2.17m

ENTRANCE

ENTRANCE

ENTRANCE

Mobile C

loud Pavilion

Catalan Zone

8.1G41

8.1I40

APP LOUNGE

8.1H48

8.1F49

8.1D508.1D53

8.1B51

8.1D60

8.1D70

8.1B61

8.1E61

8.1D51

8.1F50

8.1E49

8.1E51

8.1D49

8.1B208.1B12

8.1A21

8.1B13

8.1C20

8.1C21

8.1D20

8.1B15

8.1C14

8.1D10

8.1C11

8.1B41

8.1A41

8.1B21

8.1I41

8.1B71

8.1E20

8.1D21

8.1E10

8.1D15 8.1D11

8.1I20

8.1D41

8.1I18

8.1H21

8.1I16

8.1H15

8.1H13

8.1I10

8.1H11

8.1B74

8.1E30

8.1D31

8.1I50

8.1I35

8.1A11

8.1G35

8.1H22

8.1D66

8.1D68

8.1J14

8.1E60

8.1H70 8.1H44

8.1G71

8.1H60

8.1G61

8.1J20

8.1G70

8.1F71

8.1H58

8.1E70

8.1J34 8.1J30

8.1E58

8.1H64

8.1G478.1

G638.1

G69

8.1H50

8.1I21

8.1D71 8.1D618.1D65

8.1C41

8.1A61

8.1H51

8.1B73

8.1B75

8.1F65

8.1G58

8.1H65

8.1C10

8.1B11

8.1G338.1H46

8.1G49

8.1E68

8.1D59

8.1F41

8.1E41

8.1C31

8.1K31

CC8.16 CC8.15 CC8.14 CC8.12 CC8.11 CC8.10 CC8.7 CC8.6 CC8.5 CC8.4 CC8.3 CC8.2 CC8.1

CC8.23 CC8.22 CC8.18CC8.19

CC8.9 CC8.8

CC8.21 CC8.20

8.1K51

8.1I498.1I51

8.1K42

8.1H68

8.1J64

8.1D72

8.1B77

8.1I59

8.1I63

8.1E22

CC8.24A

8.1K11

8.1K54

8.1K62

8.1K70

8.1K66

8.1J71

8.1K68

8.1K40

8.1J31

8.1F70

8.1G11

8.1K64

8.1J67

8.1C13

8.1G59

8.1I11

8.1J10

8.1I13

8.1K14

8.1K16

8.1J9

8.1J7

8.1J5

8.1K22

8.1K24

8.1K20

8.1J17

8.1J13

8.1J15

8.1J11

8.1K65

8.1A73

CC8.24B

8.1E67

CC8.17A&B

CC8.13

8.1J3

8.1K488.1K52

8.1I61

8.1D14

8.1H20

8.1F31

8.1G20

8.1K418.1K77 8.1K738.1K79

8.1K85

8.1H19

8.1B53

8.1H49

CC8

ACCESS TOOTHER HALLS

NO

RTH

EN

TRA

NC

E

Meeting Rooms

MeetingRooms

Meeting Rooms

8.0D65MR

8.0D67MR8.0

D69MR

8.0E70MR

8.0D79MR

8.0E80MR

8.0E76MR

8.0D76MR8.0D80MR

8.0C73MR

8.0D70MR

8.0D66MR

8.0C67MR

8.0C63MR

8.0C65MR8.0

C69MR

8.0D75MR

8.0C79MR

8.0C77MR

8.0C75MR

8.0D10

8.0F15

8.0G14 8.0G2

8.0F11

8.0E10

8.0C35

8.0D40

8.0D21

8.0D29

8.0E24

8.0E30

8.0E40

8.0D24

8.0D30

8.0C25

8.0C29

8.0D14

8.0D20

8.0C15

8.0C19

8.0D25

8.0E62MR

8.0E64MR

8.0E60MR

8.0E52

8.0E46

8.0D49

8.0E50

8.0D60MR

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