mobile world congress day 2

OFFICIAL NEWSPAPER OF MOBILE WORLD CONGRESS 2015

By Anne Morris

Sundar Pichai, SVP ofproducts at Google, saidthe company should

announce plans to offer its ownmobile services in the comingmonths, although he stressedthat Google does not intend to bea network operator at scale.Cont. on P3 f

Google opensup on mobilestrategy

By Ken Wieland

Mark Zuckerberg tolddelegates at Mobile WorldCongress (MWC) that

offering free basic internet servicescan help mobile operators grow theirbusinesses faster in emerging markets.Under questioning from Wired

Magazine’s Jessi Hempel, thefounder and chief executive ofFacebook said internet.org “works”.A Facebook-led initiative,

internet.org has the aim of connectingeveryone on the planet. As part ofmaking that happen, the FacebookCEO wants to raise awareness of theinternet. One way, he contends, is formobile operators to offer someservices for free. And once users get afree taste of the internet – so this

argument goes – they’ll be moreinclined to pay for mobile data. The internet.org app, rolled out in

six countries since its mid-2014launch in Zambia, offers a suite ofbasic services – including Facebook– without charge. Zuckerberg saidthere was no cannibalisation ofrevenue among operator partners,with customers not deserting paiddata for free services.Mario Zanotti, senior vice

president of operations at Millicom,an internet.org partner, said firstsigns were encouraging. JoiningZuckerberg on stage, Zanotti saidthere was a 30 per cent increase indata users when free data packageswere launched in Paraguay, whichthen led to more paid data users. In

Tanzania, he said there was a 10 percent increase in smartphone salesafter internet.org was launched,although he stressed it was stillearly days.Christian De Faria, chief executive

of Airtel Africa, another internet.orgpartner, would not be drawn ondetail regarding the internet.orgbusiness, only to say there was noadverse business impact.Jon Fredrik Baksaas, chief

executive of Telenor Group – whichis not an internet.org partner – wasthe most sceptical among the panel.He maintained that any initialencouraging statistics would needto be sustainable. “Only then,” hesaid, “would there be a businessproposition.”

Zuckerbergmakes casefor freemobile data

By Joanne Taaffe and Ken Wieland

Regulators should stoptreating network operatorsand internet players

differently, argued leading mobileindustry figures at yesterday’sopening keynote of Mobile WorldCongress (MWC). Chief executives from Deutsche

Telekom, Telefonica, Telenor andVodafone claimed un-level playingfields threaten network investmentand economic growth, and go

against consumer interests. Timotheus Hoettges, Deutsche

Telekom Group CEO, saidFacebook was a communicationservice, yet not regulated as one.He then argued there was a “clashof business models” betweennetwork operators and internetfirms, and that network playerswere left holding the short straw. “We are an asset-heavy industry,

where everything is interoperableand open,” said the DeutscheTelekom chief, pointing out that

interoperability even extended to“closed networks”, such as Googleand Facebook. He ruefully addedthat internet giants were asset lightand could offer services for free.“How can you compete with avoice, SMS or video service whichcosts nothing?” asked Hoettges.Cesar Alierta, CEO of Telefonica

Group, said operators were“competitively disadvantaged withover-the-top players”, owing toheavy infrastructure investment. Hereckoned regulators should applythe principle of “same service,same rules” to players of every hue,and that consumers should have a“portable digital life” where it’s just

as easy to switch digital ecosystemsas it is networks. Putting himself in the shoes of

customers, Vittorio Colao, CEO ofVodafone Group, was prepared toadmit that the likes of Facebook,Google and Amazon were“brilliant services”. In the samebreath, however, Colaohighlighted how consumers’ digitallives were dominated by just a fewinternet players. Echoingcomments made by Alierta, theVodafone chief said customerswere beginning to question thelack of portability betweendifferent digital platforms.Cont. on P3 f

Operator CEOs call for “sameservice, samerules” principle

Tuesday 3rd MarchMOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.com PAGE 1

D A Y T W O • T U E S D AY 3 R D M A R C H

IN THIS ISSUE

ANALYSIS: MVNOSACCORDING TO GSMA INTELLIGENCE THERE WERE ALMOST ONETHOUSAND MVNOS IN OPERATION WORLDWIDE IN 2014. PAGE 35

ANALYSIS: MOBILE INTERNETGSMA INTELLIGENCE FORECASTS HALF OF THE WORLD'SPOPULATION WILL BE SUBSCRIBED TO MOBILE INTERNETSERVICES BY 2020. PAGE 36

SHOW IN PICTURESALL THE ACTION FROM THE SHOWFLOOR AND CONFERENCESESSIONS. PAGE 56

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NEWS


M2M allianceleads to battery-life uplift Teclo Networks and StreamTechnologies have announceda tie-up to improve theperformance of M2M networkperformance, including asignificant increase in batterylife cycles. The pair have usedStream Technologies' S-Series solution to achievefaster data transfer timesbetween connected devices,this means such devices useless power when they‘communicate’ with oneanother.

Jasper forms IoTpartnership withSalesforce Jasper has partnered withCRM specialist Salesforce toenable enterprises to lowerthe cost, reduce time-to-market and enable globalscale for their Internet ofThings (IoT) deployments.

CSG Internationallaunches newdigital platform CSG International, a providerof “transaction-drivensolutions”, unveiled a newdigital services platformcalled Ascendon, which itclaimed will allowcommunications serviceproviders (CSPs), contentproducers and retailers tolaunch, scale and monetisenew digital services (such asmovies, music, games andhome security).

OpenwaveMobility ‘first’ tooptimiseencrypted videostreaming Openwave Mobility hasannounced a solution calledSecure Traffic Manager thatoptimises encrypted mobilevideo and audio streamingtraffic. It claims to helpoperators achieve 50 per centdata savings on encrypted HDvideo, delivering an improveduser experience forcongested networks withoutcompromising subscriberprivacy.

NEWS IN BRIEF...

By Steve Costello

Sony Mobile used its pressevent at Mobile WorldCongress to address questions

about its continued commitment tothe mobile sector, with Kazuo Hira,group CEO, stating at the outset that“mobile remains an important partof Sony”.“The smartphone market, of

course, is highly cost-competitive,and we expect the commoditisationwe are seeing to continue. So wehave to make changes to how wemanage the business as well. Butone thing has not changed. Mobileremains an important part of theSony group. And the reason for thatis quite simple. Smartphones,tablets, smart wear, mobile devicesand services are firmly rooted in ourdaily lives,” he said.His sentiment was echoed by

Hiroki Totoki, recently installedhead of Sony’s Mobile unit.“You cannot cost-cut your way to

success. Instead our success willcome from not just optimising ourcore smartphone business, but fromnew ideas, new businessopportunities, and even new ways ofworking. So that whatever changeswe encounter, we will developproducts that excite and entertain,but do so with profit,” he said.Of course, there were new devices

to show, but the company shied awayfrom joining the premium-tiersmartphone battle initiated by HTCand Samsung on Sunday.It showcased its Xperia M4 Aqua,

which is a mass-market device thatis also its first octacore 64-bitsmartphone powered by aQualcomm Snapdragon 615processor, and said to represent“our renewed mid-range focus –with no compromises”.And the company also unveiled

its Xperia Z4 Tablet, with 10.1-inch2K display. It is powered byQualcomm’s flagship Snapdragon810 processor.

By Joanne Taaffe

If operators do not find a way tooffer premium content, thenthey risk earning less from

quadplay than they currently dofrom stand-alone fixed and mobileservices. Today “quadplay is a discount

play”, admitted Philip Humm,

Regional CEO Europe, Vodafone,speaking on the MMIX panel atyesterday’s Mobile World Congress— even though Humm alsodescribed quadplay as reducingchurn by a factor of three. “In Spain and Portugal …

between 60 per cent and 80 percent of what we sell is quadplay – inthe markets where we discount less

[ie. Northern Europe] quadplay is …smaller,” explained Humm. However, the dominance of

YouTube as a music channel and theexpectation that Apple will integrateBeats Music streaming into iOS,iTunes, and Apple TV seem to ruleout music as a sizeable source offuture income as operators roll out4G networks capable of distributingmore content, faster. “YouTube is the ultimate free

service,” said will.i.am, pointing outthat YouTube is the first port of callfor most people looking for musicand videos -- including himself.“No one is going to subscribe … ifyou have YouTube on your device,”said the musician and entrepreneur.Will.i.am, who played a key role

in inspiring Beats Electronics, inwhich he owns a founding,undeclared stake, is optimisticabout how Apple will integrateBeats into its products – althoughhe gave away no details about thenew service expected mid-2015.Apple bought the streaming musicservice Beats Music, and BeatsElectronics, which makesheadphones, speakers and audiosoftware, for a total of $3 billion inMay 2014.

Sony talks upmobile commitment

Music is not quadplay’s silver bullet

j GOOGLE Cont. from P1During his Monday Mobile

World Live Extra session atCongress, Pichai said inresponse to questions about thelaunch of a possible GoogleMVNO that the company isworking on a project togetherwith carrier partners. “Our goalhere is to drive a set ofinnovations,” he said, comparingthe company’s approach to itsNexus smartphone programme,where Google leaves others toserve the mass market.“I think we are at the stage

when it’s important to thinkabout hardware, software andconnectivity together,” he added. In general, Google and Facebook

are both seeking ways to connectmore people in developing regionsof the world, although the twointernet giants are taking verydifferent approaches.While Facebook is focusing on

the Internet.org project to bringfree online services to usersthrough collaborations with mobileoperators, Google is engaging inlarge-scale projects to exploresome highly futuristic ways ofproviding internet access to areaswith little or no access.For example, Project Loon,

Project Link and Project Titan areseeking to provide internet accessusing balloons, fibre and dronesrespectively. Pichai pointed out thatwhile people in the developedworld now take connectivitylargely for granted, “there are manyparts of the world where peopleare offline,” he said, estimating theglobal unconnected population atmore than 4 billion.Pichai confessed that when

Google co-founder and CEO LarryPage first broached the idea ofputting large balloons in the sky toprovide mobile internet coverage,he thought it was a “crazy idea...itsounded like science fiction!”Now, Pichai seems convinced

that Project Loon will work, andsaid he expects to see “realservices” in a couple of years.Vodafone in New Zealand,Telefonica in Latin America andTelstra in Australia are allinvolved in trials, for example.On the subject of Facebook’s

approach, Pichai said he was“very happy to work with them onInternet.org” by providing Googleservices, but commented thatGoogle is doing somethingdifferent as it is seeking to provideactual physical connectivity.

j OPERATOR CEOs Cont. from P1“Why do I pay twice for the same

app?” he asked, referring to thedominance of Apple’s iOS andGoogle’s Android in the mobile OSspace. “I can choose operators, I canchange operators, and I want tochoose in the converged new world.”Anne Bouverot, director general

of the GSMA, emphasised howmobile and the Internet of Thingshas a far-reaching role to play acrossall industry sectors, with thepotential to drive a new phase ofEuropean industrial growth. “Mobilechanges everything,” she said. To safeguard network investment,

Hoettges called for a single regulatory

environment – to cover all players inthe digital eco-system – the scalingback of wholesale price regulation,and coordinated spectrum policies. The Deutsche Telekom chief also

wants a more nuanced discussion onnet neutrality. While supporting theprinciple that all web traffic should betreated equally, Hoettges said this

was not always possible. Theconnected car, for example, wouldalways have a stronger claim onnetwork resources than someonelistening to Spotify. Rather than full-blown net neutrality, Hoettgesadvocated that regulators leave roomfor “quality classes” in order to caterfor different types of internet traffic.


NEWS

Tuesday 3rd March MOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.comPAGE 6

Hall 2, Stand 2J60www.juniper.net

1 2/23/15 4:51 PM

By Steve Costello

Intel bolstered its position in themobile market yesterday withthe announcement of a number

of new products which BrianKrzanich, its CEO, said will enable itto compete more effectively in themobile device space.The CEO said that while it may

have been down in mobile, it isn’tout, with a growing tablet businessand improved products forsmartphones. “Tablets were one of those things

we had to get into quickly. It wastalked about that tablets were

eroding the PC share, so we had toget in there and be a part of it, getthere very quickly”.“Phones have been around a bit

longer, it’s a little bit more of amature market. I’d rather get inthere with the right product and theright silicon. So I’m willing to takemy time”.But he would not be drawn on the

company’s targets for mobilephones. “I do think that there willcome a time when I stand up onstage and say “we’re going to shipwhether it’s 50 million or 100million’, I just don’t think it’s quiteyet”.

The computing processor giantannounced its Atom x3 processorseries, which it described as its firstintegrated platform for entry andvalue devices. The product, previouslycodenamed SoFIA, combines 64-bitmulti-core Intel Atom processors with3G or LTE connectivity.Twenty companies, including

Asus and Jolla, have committed todelivering Atom x3-poweredproducts.And it also introduced its first

14nm Atom SoC, Atom x5 and x7(previously codenamed CherryTrail), for “next-generation tabletsand small-screen 2-in-1s. Products

can be paired with LTE-Advancedconnectivity, to “power a range ofmainstream to premium devices.”Intel’s event wasn’t just about

mobile devices: “You don’t want tojust sit here and talk about a modemor a piece of silicon. What you reallywant to talk about is the completesolution stack, from the silicon thatyou start with on the device, whetherthat be an internet of things device,a mobile device, and how it goes allthe way through the experiencesthat you want to have with thosedevices, through the network”.Krzanich noted how Intel is

working with companies such asAlcatel-Lucent (virtualised RAN),Ericsson (data centre platforms)and Huawei (cloud technology).And Intel also noted that

Samsung’s Galaxy S6 and GalaxyS6 Edge smartphones will featurebuilt-in and activated antivirustechnology from its McAfee arm.

Intel updates mobileproducts; won’t be drawnon shipment targets

By Anne Morris

Silent Circle expanded therange of its highly secureenterprise mobile devices

with the launch of the BlackPhone2and a privacy-focused tablet calledBlackphone+, as it enters what itdescribes as its second stage ofgrowth.The devices, which are based on

the ZRTP mobile architecture andfollow the first-generationBlackphone, are designed toaddress enterprise concerns aboutthe use of mobile devices followingsome recent high-profile cyberattacks. ZRTP is a cryptographickey-agreement protocol tonegotiate encryption keys requiredto establish an end-to-end secureVoIP call.“Everything we do is designed to

help global enterprises achieve real

privacy without compromisingproductivity,” said PhilZimmermann, Silent Circle co-founder and chief scientist. “This ismuch more than simply anotherproduct launch. I have built mycareer around the principle thatprivacy is a right. Now, in a post-Sony world, the way to protect anindividual’s right is through theenterprise.”The company, which recently

raised $50 million in funding tosupport its future growth and alsoassumed full ownership ofBlackphone after buying outGeeksphone’s stake in the jointventure SGP Technologies, said thethree devices form part of what itclaims to be “the world’s firstenterprise privacy platform”. Both new products will be

available from the second half of2015.

Silent Circle launches BlackPhone2and the Blackphone+ tablet

By Saleha Riaz

Microsoft announced twonew smartphone devicesin the affordable category,

Lumia 640 and the slightly bigger640 XL, at its press conferenceyesterday, as well as previewingWindows 10.The company claimed Windows

10 is promised to be launched laterthis year “with a steady drum beat offurther reveals” around it, along withnew devices in the “flagship tier”.Microsoft said it has increased the

size of its unified platform to attractdevelopers and launched a mobileOffice suite for small businesses in

partnership with AT&T.Lumia 640 comes with a 5 inch

HD display, single and double SIMcapabilities in both 3G (€139) and4G LTE (€159) versions and an 8megapixel camera.The 640 XL has a screen that is

0.7 inches bigger, a battery that lastslonger and a 13 megapixel camera.It costs €189 for 3G and €219 forLTE.“You can buy three of these

phones for the price of onecompetitive flagship device withparallel business features,” saidStephen Elop, executive vicepresident of the Microsoft DevicesGroup, explaining why the phones

have superior value, especially tobusiness users.The phones come in cyan,

orange, black and white amongother colours and currently featureWindows 8.1, but will beupgradeable to Windows 10 once itis launched. Microsoft has thrown in some

freebies to attract customers: thenew smartphones come with anincentive of free Office 365subscription for a year, an Officelicense for an additional device, plusone terabyte of OneDrive storage.Elop said the company is shifting

its focus to “obsess” about not the“mobility of devices” but the

“mobility of experience”.Windows 10 will integrate a rich

communication suite with Skypethrough its universal apps platform,which the company said is a “bigfocus area.”

Microsoft previews Windows10, reveals new devices

By Anne Morris

Jolla has set itself theambitious target of formingthe third mobile ecosystem

after Android and Apple’s iOS,ousting Windows Phone.“We expect to be the third,”

said Marc Dillon, co-founder andCOO of the company, which is inthe process of rolling out thesecond generation of its SailfishOS and the first Jolla Tablet.Dillon, who was speaking

during a media event at MobileWorld Congress, said hisexpectation is that the companywill have a “double-digit”percentage market share in afew years, although he wasunable to be specific on timingor current share.Jolla believes it will be able to

achieve its targets with Sailfish2.0 because the OS offerssomething different from whatDillon described as themonopolistic tendencies of thetwo dominant players.“We are the only independent

OS,” said Dillon. “We are notdominated by one company’sstrategy.”He was particularly critical of

what he described as the anti-competitive practices of Google,also noting that Android wasdesigned to capture data fromusers and profit from it.“We have said that we are not

going to sell user data,” saidDillon, who sees the company’sfocus on openness, privacy andsecurity, and a high level ofintegration with regionalpartners, as among the two keyattributes of Sailfish 2.0.After the launch of Jolla

smartphones, the first Jolla Tabletwill start shipping in the secondquarter of this year at an expectedretail price of about US$249. Thetablet is based on Intelarchitecture and was also fundedthough crowdsourcing. The nextstep will then be to license Sailfish2.0 to other vendors to drive thecompany’s expansion. Jolla and Sailfish certainly

have their work cut out: latestresearch from IDC indicated thatAndroid and iOS accounted for96.3 per cent of all smartphoneshipments in 2014, withAndroid’s share at over 80 percent. Windows Phone accountedfor a relatively small share of 2.7per cent.

Jolla guns forthird mobileOS spot


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NEWS

Morpho and W-Locate partner inThailand Morpho, a provider of identityand security solutions, hassigned a partnership with W-Locate to embed geo-locationtechnology in its SIM cardsthanks to which Thailand’smobile operator AIS haslaunched ‘Mobile Track andTrace’, an enterprise-specificSIM-based LBS solution.

Argyle Data andGigamon team onfraud detection Gigamon and Argyle Data arepartnering to deliver frauddetection and revenue protectionfor communications serviceproviders, which will help themquickly respond to fraud whileensuring operational stabilityand performance of theoperational network.

Smartphones need to know theirplace TV remote controls may be lessversatile than smartphones, buttheir simplicity means they stillhave their uses, according tonew research by ruwido, whichhighlights the importance ofsimple navigation, adapted tousers’ needs.

BSS softwarecompanies demoETSI/NFV proof ofconceptOpenet joined fellow BSS(business support systems)software companies Opennet,Procera and Amartus, as wellas Red Hat and Intel, atMobile World Congress to runa real-time OSS/BSS in avirtualised environment. TheETSI NFV proof of conceptwas endorsed by Vodafone.

TEOCO expandsnetwork planningrangeTEOCO, which providesplanning, assurance, analyticsand optimisation tools, hasdeveloped two new networkplanning tools; Velox, a smallcell planning tool, and ASSETGeo, which visualises geo-located traffic andperformance data.


NEWS IN BRIEF...

By Paul Rasmussen

Increasing concerns over cloudsecurity and governance couldbe laid to rest following a new

partnership deal announcedbetween Ericsson and Intel. Theagreement will see software andhardware from the two firms beingcombined to enable operators tooffer cloud services to rival thecapabilities from today’s largestcloud service providers.Labelled the Ericsson HDS 8000

Hyperscale Datacentre System, thenew cloud system will takeadvantage of Intel’s rack scalearchitecture to host Ericsson’ssecure cloud storage and itsContinuum technology to provide aplatform for hybrid cloud services.“This partnership with Intel

enables non-cloud providers tocompete with the biggest names inthe industry,” said Hans Vestberg,Ericsson’s CEO. “Our proposition isabout more than realising a cloudsolution. It is about realising adigital industrialisation strategy.”“This is an offering aimed directly

at operators. It provides them a data

centre and software to manage allaspects of the cloud. From this theycan develop and build a cloudservice that best meets their needs,giving them a key competitiveedge,” he said.The company maintains that

demand for cloud agility,operational scale and associatedeconomics is growing but existingconcerns around security andgovernance are slowing the fulladoption of cloud technologies bythe world’s largest enterprises.Intel’s CEO, Brian Krzanich,

added: “Our rack space systembrings much improved capabilitiesand performance together withsignificantly lower cost ofownership. The new hyperspacedatacentre system is the foundationfor operators wanting to transfertheir services to the cloud. This is aground-breaking development forthe cloud and data centres.”Intel claims that its development

effort with Ericsson will see its rackscale technology used to provide adisaggregated hardware approachto dramatically improve efficiency,utilisation and automation.

By Paul Rasmussen

The concept of a fullyconnected lifestyle will takemany forms, according to

the speakers at Monday morning’ssecond keynote session. Likelysectors where interconnection willfirst take place include transportsystems, B2B, B2C, tourism, andwithin the home – especially thekitchen. Making the case that the kitchen

will be a key starting point forconnectivity, Karsten Ottenberg(pictured), CEO of BSH Home

Appliances, said that next year willsee the majority of new kitchenappliances enabled for connection.“It’ll be about being able topersonalise these devices to how youwant to access and monitor them.”“We have been surprised by the

strong interest of consumers to theconnected fridge. We’re launchingsuch a device this year that willhave two cameras fitted so ownerscan remotely observe whatconsumables it contains.”Of note, Ottenberg said that

consumers are closely watchingwhat added-value connectivity can

provide to white goods. However,he acknowledged that, while thebusiness opportunity was growing,the process of cooking usingconnectivity needs a complexcombination of analogue anddigital technology.“The processes associated with

cooking are a very different world,”he observed.Moving to how connected

devices within the home should bemade secure, Ottenberg said that aclear policy was needed to reassure

consumers on what data from thesedevices would be collected, andhow it would be analysed and used.“Basic security must be

embedded by the white goodsmanufacturer. Users will want topersonalise their appliances, butthey must be made secure.”“We certainly don’t want a

washing machine to become infectedwith the Struxnet virus. But, last yeara connected fridge in the US did startoperating as a botnet sending outspam,” added Ottenberg.

By Joseph Waring

Ford Motor Company yesterdayintroduced a smartphone appin Europe that allows drivers

to remotely manage the charging oftheir electric vehicles.With the MyFord Mobile app,

users can manage the status of theircar, check the range and planjourneys to include charging stops. The company said it took

inspiration from gaming andpersonal fitness apps to develop theapp, which can also display CO2savings and offer tips on howefficiency might be improved. �The app can also be used to set a

specific temperature inside the car.Among the first cars to offer

MyFord Mobile in Europe will be thezero emission new Focus Electricthat will feature its SYNC 2 voice-activated connectivity, which Fordsaid will be available in the spring.The app also is available for the

C-MAX Energi plug-in electrichybrid vehicle. “MyFord Mobile makes owning an

electric vehicle even more

convenient. It shows how furtherenergy efficiencies can be achieved ina way that is easily understood,” saidDon Butler, executive director ofFord’s connected vehicle and services.“Electric car drivers want to

understand the environmentalbenefits their vehicle brings. MyFordMobile helps them to do this.”MyFord Mobile is supported by a

website and is available for iOS andAndroid smartphones. It connects tothe car via an on-board modem thatsends data directly to a remote server. Ford also announced it is running

an experiment to study how electricbicycles can be used together withcars and public transport to reducedaily commute times and save energy.The project, called Handle on

Mobility, developed two prototypee-bikes equipped with a 200-wattmotor, powered by a 9-amp-hourbattery that allows speeds of up to25 km/h. The foldable bikes aredesigned to fit into Ford vehicles,allowing commuters to park on thecity outskirts, take the bike ontopublic transport and travel to thecity centre, then ride the e-bike totheir destination.The bikes have an alert system,

driven by a rear-facing ultrasonicsensor, that warns the cyclist when avehicle is overtaking, by vibratingboth handlebars, and alerts motoristsof the presence of the e-bike byilluminating handlebar lights.

Ericsson adds ‘industrialstrength’ to cloud withIntel partnership

Ford launchesapp to manageelectric carcharging

BSH HomeAppliances cooksup the connectedkitchen


Lee Hyung-hee, President of Network Operations Business of SK Telecom& Chairman of Korea IoT Association

SK TELECOM | INTERNET OF THINGS

Global market research firms predict arapid growth for the IoT sector:Gartner, Inc. forecasts that the

number of connected things, which excludesPCs, smartphones and tablets, will increasefrom 4.9 billion in 2015 to 25 billion by 2020;and International Data Corporation (IDC)predicts the global market for IoT solutions togrow from USD 1.9 trillion in 2013 to USD 7.1trillion in 2020. Against this backdrop, mobile operators,

manufacturers, chip makers, solutionproviders and internet related servicecompanies around the globe are aggressivelyentering the world of IoT to gain an earlymover’s advantage by leveraging theirexisting strength. Thus, there is a growinginterest in who will gain leadership in thisnew IoT market. Here, the telecommunications companies

have an important role to play. As pioneers ofthe era of Internet and mobile, they hold aninvaluable set of tools, - including seamlessconnectivity based on a strong networkinfrastructure, innovative convergenceservices designed to meet customer’s varyingneeds, and extensive experience in servicedelivery, - that will allow them to open awhole new world of opportunities in the IoTera by setting up an ecosystem where anyonecan join to create, deliver and share value. The core concept of IoT is that anything

and everything can be connected. Andtelecommunications companies are the onlyones with the accumulated power ofconnectivity. At present, mobile operators inmany countries across the world havelaunched 4G networks and are now focusingon further strengthening their networks tobetter support IoT. In particular,telecommunications companies in Korea aremaking aggressive efforts to keep advancingtheir networks towards the next-generationmobile network system, or 5G. To this end,they have recently commercialized tri-bandLTE-Advanced Carrier Aggregation thatsupports up to 300Mbps speeds. With therealization of the 5G network, the size of theIoT market will grow exponentially as theevolved network will support giga-levelspeeds, massive data transmission and ultra-real-time connectivity.

Meanwhile, with the spread ofpersonalized smart devices such assmartphones and wearables, there will be anincreasing chance for telecommunicationscompanies to not only tap into thegovernment and enterprise markets, but alsothe individual consumer market with theirIoT services. In the IoT market, near-fieldwireless communication technologies thatconnect individual devices and things to thegateway will become of greater importance.Thus, telecommunications companies arealso focusing on advancing their wirelesspersonal area networks (PAN) throughtechnologies such as Bluetooth low energy(BLE) Beacon and Wi-Fi, while constantlydeveloping their wide area networks (WAN). If seamless connectivity forms the basis for

an IoT ecosystem, platform will serve as themain engine that powers the virtuous circle ofthe ecosystem. Without a platform thatenables anyone to come with their innovativeideas and create new and added value,telecommunications companies will berelegated to mere dumb pipes. Thus, theymust build an attractive platform to succeedin the era of IoT. The following are the key requirements for

an ideal IoT platform: It needs to support bothfixed and mobile networks; take an openApplication Programming Interfaces (API)approach to provide a high level ofaccessibility; support registration andmanagement of smart devices (and theirapplications); and provide a cloudinfrastructure to accommodate data. Such aplatform will enable diverse players to provideend-users with value-added, customizedservices by combining their ideas andtechnologies regardless of device, therebypromoting a virtuous cycle in the IoT market. Moreover, telecommunication companies

can further expand the IoT market throughintelligent, customized services created byanalyzing Big Data generated andaccumulated upon the network and platform.For instance, IoT can be used as an importantmeans to enhance productivity andprofitability of other industries. In October2014, the Korean Government created“Changjo (Creative) Village” in Sejong SpecialAutonomous City to promote sophistication

of the agriculture sector through advancedICT. To date, an IoT-based intelligentgreenhouse management solution named“Smart Farm” has been applied to 100 farmsthat grow fruits and vegetables. Smart Farmallows farmers to remotely controltemperatures, humidity and water supplies atgreenhouses with their smartphones, thusenabling them to take immediate andappropriate action against suddentemperature changes or equipment errors.Studies show that farmers are showing a highlevel of satisfaction as they can spend lesstime, cost and energy on farming. Goingforward, once such IoT solutions aredeveloped for and applied to other areas offarming, the productivity of the overallindustry will be maximized. In the long term,these solutions collectively can even play apart in resolving one of the most difficultissues in the world, including food shortageand climate change, as the massive amountsof data they generate can be gathered,analyzed and mashed-up to turn into valuableintelligence.Over the past 30 years, telecommunications

technologies have transformed people’s lives.Mobile technologies, in particular, haveevolved from voice-centered communicationto data communications to today’ssmartphone-based smart lifestyle services,

innovating how people work, play andcommunicate. In the IoT era, the results ofinnovations taking place in each and everyindustry will be connected and optimized,followed by meaningful convergence, toconstantly create greater value and infiniteopportunities. Telecommunicationscompanies, which already have unmatchedstrength in connectivity, hold the power to actas true enablers in the IoT era by creating anddelivering new value through its open IoTplatform, and then sharing the value with thesociety to contribute to increased well-beingand happiness of all.

Wearable computers, personalizedadvertising billboards and self-driving cars are some of the itemsthat appeared in science fictionblockbusters like the MinorityReport to depict a futuristic world.Now, in 2015, this scene has becomea reality. With the spread of smartdevices, evolution of mobilenetworks and growth of smarttechnologies encompassing sensors,cloud computing and Big Data, theera of the Internet of Things (IoT)has finally arrived.

Figure 2: Concept of IoT Solutionfor Farming

TelecommunicationsCompanies, TrueEnablers of the IoT Era

Figure 1: Concept of an Open IoT Platform



NEWS


By Ronan Shields

Samsung overtook Apple as thesingle-biggest manufacturergenerating ad impressions on

the Millennial Media network lastyear, with devices such as theGalaxy S generating 35 per cent ofclicks, compared to the iPhonemanufacturer's 33 per cent. A year previously, Apple's iOS

devices generated the most adimpressions (36 per cent) on thenetwork, with Samsung in secondspot on 29 per cent.

Devices using Google's AndroidOS generated 61 per cent ofimpressions on the network duringthe period, while those usingApple's iOS accounted for 34 percent. Meanwhile, Blackberry'sshare of ad impressions on thenetwork fell to 4 per cent from 7 percent in 2013, as Microsoft WindowsPhone's percentage share remainedflat at 1 per cent during the period. The statistics were revealed as

part of Millennial Media's MobileMix report, which analyses datagenerated from over 600 million

monthly device users from acrossthe globe. The report also examines the

type of ad formats used by mediaowners selling inventory via thenetwork, and found they areincreasingly using "rich media"(those with multi-mediacapabilities, such as animations),which typically generate higherrevenue compared to "standard", orstatic, banner ads. Millennial Media's figures reveal

that 81 per cent of publishers used"rich media" banner ads in 2014,compared to 68 per cent the yearbeforehand, while those using "richmedia interstitial" formats (ads thatplay while a page is loading on adevice) increased from 25 per centin 2013 to 35 per cent last year.Meanwhile, the number ofpublishers using video ad formatsincreased to 29 per cent, from 23per cent the year beforehand.

Samsung unseatsApple for mobilead impressions

Q&A r

The beta version of Pinterest’s first advertising product ‘Promoted Pins’ hasbeen launched. What are your expectations of this product?In May 2014, we launched our first paid advertising campaigns in the USthrough our Promoted Pins beta program with leading brands, such as Kraftand Target. The results have been strong: advertisers achieved 30 per cent earned media (freeimpressions), and 5 per cent more in the month following the end of the campaign. As a result, we opened up the brands’ CPM product to all US advertisers on 1January.We’re committed to ensuring that Promoted Pins are tasteful, transparent andrelevant, and will be improved over time based on Pinner feedback.

What are the uses of the ‘Guided Search’ feature?Last year, we took the next step in helping people discover the best and mostrelevant Pins with Guided Search. Guided Search is a visual, mobile and exploratory search that guides you fromone idea to inspiring Pins with endless possibilities. It makes it easy to search the more than 30 billion Pins on Pinterest that havebeen hand-picked by Pinners across more than 750 million boards. GuidedSearch lets you explore all the possible answers.

Can you tell us about your firm’s plans to open up user data to help targetadvertisements?We currently allow advertisers to target people who have expressed an interest ina topic by searching or visiting a category feed, such as home decor. As part ofour focus this year, we will be offering additional targeting options to advertisers. For example, in the future an advertiser could target "outdoor enthusiasts"which is an aggregate group of users based on their interest in outdooractivities. We will not share individual user data with advertisers. These optionswill be based on aggregate anonymous data.

What future developments for Pinterest are you most excited about?We’re excited about making Pins more useful and actionable so people can save,discover and do. The most recent example is App Pins, which we announced withApple to make it possible to install apps without leaving Pinterest. App Pins are a new type of Rich Pin and the first truly actionable pin. While we can’t share specific future product plans, we’re looking forward tocontinually offer ways for Pinners to discover content on Pinterest from anylocation and any device.

Evan Sharp,Co-founder, Pinterest

Content Evolution for theMulti Form Factor Future

Hall 4 – Conference Village – Auditorium 5Tuesday, 3 March, 14.00-15.30

By Ken Wieland

An open and robust internet,accessed for free, can play apivotal role in times of

humanitarian crisis. It’s a viewstrongly held by Chris Weasler,Facebook’s director of globalconnectivity.“The Ebola crisis in West Africa is

an example of a place where a crisismay have been exacerbated by thelack of good connectivity,” he toldMobile World Daily ahead of hispresentation at this week’sconference session on ‘ConnectedCitizens, Managing Crisis’.“Since the internet is an enabler

for so many basic needs like

healthcare and education, we wantto use our resources to leverage thepower of connectivity for those whoneed it most,” he added. “Facebookbelieves that the benefits oftechnology should be shared by all.” Through its internet.org initiative,

Facebook is working to connect thenear 60 per cent of the world notyet connected. The internet.org app,which allows users to access basicinternet services, includinghealthcare information, is alreadyavailable in six emerging markets.Facebook has been active, too, in

tackling Ebola. “We recognised thatconnectivity was a criticallyimportant tool for the brave nurses,doctors, health professionals and

NGO leaders that were on the frontlines, so we came up with a threepart plan,” said Weasler. This involved a donation button

on Facebook newsfeed to collectfunds for the relief effort, apartnership with UNICEF toprovide health information topeople living in the Ebola region –to help them diagnose and respondto any Ebola conditions – and amultipartner effort dubbed theEbola Response ConnectivityInitiative (ERCI) to provideconnectivity solutions. “In total, the partnership will

deliver and implement sustainableconnectivity solutions in 100 criticaltreatment locations,” said Weasler.

Free internet key in times of crisis, says Facebook exec

By Joseph Waring

Malaysia’s YTL, which hasbuilt out a nationwide 4Gnetwork to help close the

country’s digital divide, has alsocreated what it says is the world’sfirst national education cloud that isdeployed in all 10,080 primary andsecondary schools in coordinationwith the government’s educationtransformation blueprint.“Coupled with our national 4G

footprint and our understanding ofthe synergies between mobileinternet and cloud-based services,we have been able to accomplishsomething no one else has been ableto achieve, and I’m excited to share

what we have done at the MobileWorld Congress,” said YTL groupmanaging director Francis YeohSock Ping (pictured).Dr Yeoh spoke to Mobile World

Daily ahead of his participation on apanel session Tuesday on ‘Health &Education for Connected Citizens’at 16:00 in Auditorium 3.He said he is encouraged to see

US President Obama's ConnectEDinitiative and similar connectedlearning initiatives taken bycountries such as Finland and SouthKorea. He noted that Malaysia islucky to have a “progressivegovernment that is bold enough” todrive this on a national scale. While applications and content

are important, Dr Yeoh said YTLprefers to take a broader approachwhere the entire end-to-endexperience is crafted and optimisedwith the stakeholders in mind. For example, with its 4G network,

he said the company can offeranytime, anywhere learning. “Butwe have put in extra measures tocreate an VLAN-over-4Garchitecture to protect the childrenwhile they are connected. And webuilt a cloud-based learningplatform, called Frog VLE (virtuallearning environment), to create anintuitive experience for students,teachers and parents.”In other words, “we believe that

taking a holistic platform level

approach is perhaps more importantthan throwing points solutions andsee which one sticks”.Many may think that by virtue of

being in the telecommunicationssector, YTL by definition is atechnology business, he said. “ButI’ve learnt that in the end, allbusinesses are about people. So wenever take for granted any large-scale transformation effort — wemust always consider changemanagement. Simply put, we musthelp our stakeholders see forthemselves the reason for changeand be inspired and motivated toembrace the change because it isfundamentally good for them.”Looking ahead, he said YTL aims

to deliver better and more cost-effective 4G services and devices.“But we won’t stop there. We believethat our larger calling is to usemobile internet as a force of good totouch all walks of lives in Malaysiaand beyond.”

Malaysia’s YTL combines internetand cloud to close digital divide


NEWS


By Saleha Riaz

Business publication Forbes isseeing website exposuretime over five seconds

higher on mobile than desktop,according to chief revenue officer,Mark Howard (pictured). What’s more, 46 per cent of the

audience on Forbes.com comesfrom mobile, as does just under 10per cent of its digital ad revenues –with this set to grow.In 2014, the company saw its

mobile ad revenues double, and itexpects them to double again this year.Howard believes that, on the

desktop, there are a number ofvariables that make it impossible tohave “100 per cent of one’s inventoryviewable,” and while mobile devices

face similar challenges, “the intimacyof the device and the limited amountof space on the screen provide moreopportunities for the advertising tohave a significant amount of share ofthe screen.”The focus of the company is to

develop the right impression for sitevisitors and create an engaging siteexperience, while balancing the needto provide greater value for advertisers.As CRO, “the measurement of how

users are spending their time on thepages, how far they scroll, how fast andto what depth” are all key indicatorsHoward says he looks out for.“Layering in ad exposure metrics

on top of the content analyticsprovides visibility into the value ofthe inventory you have to offeradvertisers,” he added.

Forbes also works with a numberof data providers that offer cross-device audience mapping, helpingthem “to apply the sophistication ofdesktop targeting to mobile”.

Forbes exec opens up on mobile benefits

By Joseph Waring

An additional one billionpeople will subscribe tomobile services over the

next five years, according to a newGSMA report released at MobileWorld Congress. The Mobile Economy: 2015 report

forecasts that the number of uniquemobile subscribers will increase from3.6 billion at the end of 2014 to 4.6billion by 2020. By the end of thedecade, almost 60 per cent of theglobal population will subscribe tomobile services, up from half of thepopulation at the end of last year. The study also highlights a rapid

migration to 3G/4G mobilebroadband networks and risingsmartphone adoption, which isfuelling growth in mobile dataservices and applications. “A decade ago, just one in five of

the global population was a mobilesubscriber – we have now surpassedthe 50 per cent milestone and canlook forward to connecting a billionnew subscribers over the next fiveyears,” said GSMA director general,Anne Bouverot. “Mobile sits at theheart of a new ecosystem that isuniting the digital and physical worlds,and powering economic growth. Atthe same time, mobile operatorscontinue to deploy networks to allcorners of the globe, connectingunconnected citizens and addressingsocio-economic challenges in areas

such as digital and financial inclusion,healthcare and education.” Mobile penetration varies widely

by global region. In Europe, nearly80 per cent of the population weremobile subscribers at the end of2014, while in Sub-Saharan Africathe figure is only 39 per cent.Global subscriber growth over the

next five years will, therefore, beconcentrated in the developing world,driven by the increasing affordabilityof mobile devices and services andrapidly expanding mobile coveragethat serves to connect currentlyunconnected populations, especiallythose in rural areas. The number of global SIM

connections (excluding M2Mconnections) is forecast to growfrom 7.1 billion in 2014 to ninebillion by 2020. This implies thatevery unique mobile subscriber willcontinue to account for roughly 1.8SIM cards each, on average, duringthis period. Cellular M2Mconnections are forecast to reachone billion by 2020, bringing thetotal number of mobile connectionsto 10 billion by this point. Mobile broadband accounted for

40 per cent of SIM connections in2014, but will increase to almost 70per cent of the total by 2020 assubscribers migrate away from 2Gnetworks and devices. Smartphonesaccounted for 37 per cent of SIMconnections in 2014, a figure forecastto rise to 65 per cent by 2020.

1B new mobile subsby 2020 – GSMA study

By Joseph Waring

MediaTek has set up a $300million investment venturethat will initially look to

fund startups in greater China,Japan, Europe and North America.MediaTek CFO David Ku

(pictured) told Mobile World Dailythat the aim of the fund is to extendits reach to the broader electronicsvalue-chain, covering everythingfrom semiconductors and devicesto the internet infrastructure andIoT sectors.Headquartered in Hsinchu,

Taiwan, MediaTek Ventures hasbeen allocated $300 million toinvest in startups over the next threeto four years. Ku said that itsinvestments would cover all stagesof funding and could increase “if itidentifies promising entrepreneurs”. Last March, the company set up

MediaTek Labs to expand its reachto the developer community.The chipmaker also introduced a

supply-chain partner programme atMobile World Congress that willhelp developers of wearables andIoT devices design and introduceproducts by matching them withmembers of MediaTek’s network ofpartners. “Taking any wearable or IoT

project beyond the prototype stagecan be a daunting prospect,whether you’re a small startup or anestablished company making itsfirst foray into new devices,” saidMarc Naddell, VP of MediaTekLabs. “To make the path to marketeasier, MediaTek Labs PartnerConnect will help companies findthe partners they need to make anidea a reality”.Partner Connect provides

registered developers of MediaTekLabs with matchmaking services toenable them to find appropriatesupply-chain partners to supportdesign, development andmanufacturing, as well as sourceMediaTek chipset modules andother key components.

The company also said it hasstarted mass production of what itclaims is the industry’s firstmultimode charging ASIC(application-specific integratedcircuit) for use in mobile devicessuch as smartphones, tablets andwearables.MediaTek said the reference

design of the MT3188, whichincludes the power electronics,supervisory circuit and resonator, hasalready been certified by the A4WP,WPC and PMA standards groups.“MediaTek offers a path to speed

up the wireless charger marketdevelopment,” said Jerry Chi,president of Billion DigitalTechnology, better known underthe Kupiin brand.“Global standards are the reason

the wireless charger market will rampup, but the endless standards battlecurrently slows the growth, and thereis no sign these standards will beunified. MediaTek really sees theproblem and has provided thesolution to jump the hurdle,” Chi said.

MediaTek’s$300M venturefund targetswider ecosystem

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

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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.


NEWS


By Anne Morris

Around 89 per cent of peoplewant to wirelessly connectall their household devices

to the internet in future, withperceived benefits including costsavings, peace of mind and security.According to a new report titled

The Impact of the Internet of Things:The Connected Home by KRCResearch and GSMA Intelligence,consumers have a strong interest inconnecting virtually everything intheir homes including securitysystems, thermostats, smart meters,

lighting and cars, as well as healthmonitors, washing machines, smartwatches, activity trackers, ovens andrefrigerators.“Multiple machines, devices and

appliances are being connected tothe Internet through numerousnetworks and are providingconsumers and businesses withinnovative new services. TheInternet of Things may sound like afuturistic buzz term, but it is alreadyhere and improving our lives,” saidAlex Sinclair, CTO of the GSMA.At present, around one in four

people in Germany, Japan, the UK

and the U.S. already own aconnected device such as a smartmeter (28 per cent), security system(23 per cent), lighting system (23 percent) or health monitor (23 percent), the report says. The survey also confirmed that

the opportunity to save money wasthe most compelling benefit ofpurchasing connected devices forthe home: for example, 70% of allrespondents believed that this wasthe most important aspect ofowning a connected energy system.Connected healthcare devices

were also well received by consumerswith 83 per cent of respondents whoalready owned such devicesreporting that their sense of well-being had improved and that their useprovided peace of mind and helpedwith lifestyle improvements.The GSMA Connected Living

programme will be present at theGSMA Innovation City at MobileWorld Congress this week in Hall 3,stands 3A11 and 3A31.

Consumers showstrong interest in connectedhousehold devices

Q&A r

We have seen a massive increase in the number of wearable devices available:is customer demand increasing at a pace that supports this?We’re still in the “early adopter” phase when it comes to wearables. We recentlycarried out some research and found that while 60 per cent of people surveyedwere aware of smartwatches, only 2 per cent owned one; however, a significantnumber said they would consider buying a wearable in future. There’s certainlyincreasing appetite, but most people aren’t quite ready to take the leap just yet –this will start to change in 2015.There’s lots of awareness and focus on smartwatches in particular, but asconnectivity moves beyond just watches and bands to things like t-shirts andfootwear and all of these things talk to each other as well as your smartphoneand tablet, this opens up a whole new world for people and connectivity providerslike Telefónica who can help to make the cross-device experience seamless.

What do you think it will take to make wearables a mass market proposition,rather than a niche for geeks/fitness fans?I think there are five main factors that will accelerate the transition of wearablesto mass market:• Form: they have to be fashionable (or easily concealed) and most importantlycomfortable to wear.

• Functions: people want services and applications that are designed for awearable experience, not tablet functionality poorly adapted to a smartband. Thenumber of positive use cases is key to maximising interest and sustaining it.

• Usability: It has to be quick and easy for people to access and make use of thedata captured by any wearable. Battery life is an important factor too – havingto recharge a smartwatch overnight when it’s supposed to be capturing dataabout the quality of your sleep would be frustrating for users.

• Price: At current prices many wearables are regarded by consumers assignificant purchases, not as something they might pick up to experimentwith or “give it a go.”

• Education: Most people have heard of “wearables” particularly smartwatches/bands for your wrist or smart glasses, but it’s questionable howmany people have tried them out or really understand what they can do. Thebenefits of wearables are certainly not crystal clear to people right now.

What is the key to increasing user engagement?A big problem with wearables – particularly those that are used primarily for“quantified self” purposes like fitness and health – is that people reach theirgoal or target and then stop using the device. Recent research by EndeavourPartners suggested that a third of people in the US stopped using theirwearable device within twelve months.In a way this is human nature. We’ve all bought those January gymmemberships that steadily decline in use as the year goes on. But there’s nogetting past the need for better functionality and more engaging services andapplications designed specifically for a wearable device.To increase and sustain engagement levels we need to move to a place wherethese devices tackle life problems and help to make everyday activities easier –paying for things or detecting certain illnesses, for example. There should alsobe stronger entertainment factors, be that exciting content like games or anelement of competition where you’re encouraged to compete against friends orinterest groups to reach a particular goal. There are already a number of stand-alone apps that have successfully used this approach.Ultimately though this is all dependent on the device in question and the amountyou’re paying for it. The expectations people have for a small, cheap microchipthat fits on existing clothing vs a top of the range smartwatch are quite different.There’s no silver bullet for increasing engagement levels, but more generally it’sall about the functionality and the services you get from the device that eithermeets, or ideally exceeds, your expectations.

Where do you see the opportunity for mobile operators?Where a wearable links directly to a smartphone to sync up text messages,emails, social media notifications and so on then there’s clearly a distributionopportunity whereby these devices are sold alongside smartphones or as add-ons afterwards. Similarly, where a wearable device has its own in-builtconnectivity then we can provide reliable and fast connectivity offering variouscross-device deals where needed.

Stephen Shurrock,CEO, Consumer, Telefónica

Wearables

Hall 4 – Conference Village – Auditorium 4Tuesday, 3 March, 14:00–15:30

Panasonic Cameramanager, aprovider of video surveillance as-a-service (VSaaS) in Europe, isintroducing Nubo, “the world’sfirst 4G-enabled monitoringcamera” which will allowconsumers to monitor propertyand belongings without needingWi-Fi connectivity

Nubo is weather resistant and offerssensor connectivity through anintegrated wireless radio and claimsto deliver a complete platform,including a mobile camera, dataplan, app and secure cloud storageoffering

By Ken Wieland

Anew study launched bySyniverse, and researchedby economists from

Strategic Economic EngineeringCorp (SEEC), threw cold water onthe hype surrounding Internet ofThings (IoT) and wearables. Itwarned mobile operators that thesenewer innovations could be“market distractions” and carry anopportunity cost of up to astaggering $46 billion.Key to operators reducing risk,

concluded the report, was“aggressive and compelling” retailroaming offers.

Syniverse would no doubtwelcome the findings, not leastbecause it helps mobile operatorsfacilitate global roaming agreements.

The company argued, however,that opportunities for roamingrevenue growth were much moreimmediate than the more allusivesales potential of IoT andwearables.According to the survey, today’s

$57 billion global roaming servicesmarket could grow by more than$30 billion in the next three years ifroaming pricing is “proactivelyaddressed”. In comparison, newerinnovations look set to deliveraround $3.3 billion to globaloperators.“The pace of change in today’s

mobile ecosystem sometimesmakes it difficult to keep focus oncore business areas like roamingthat still carry tens of billions ofdollars in revenue opportunity,”said Mary Clark, Syniverse’s chief

marketing officer. “It’s critical foroperators to take action to protectand drive revenue in the face offierce battles for subscribers.”Number crunchers from SEEC

added that $16 billion in roamingrevenue may potentially be at risk ifmajor operators didn’t introducecompelling roaming offers forcustomers in the US, the UK andGermany. “Our analysis shows the

competitive importance of roamingpricing, and, as a result, we’readvocating measures for mobileoperators to focus resources ontheir long-term roaming strategiesand deliver the proactive offers andexperiences their end usersincreasingly expect,” said SamBrown, SEEC’s CEO. “While thereis a competitive threat, it’s not allrisk and downside. There arebillions of dollars up for grabs formobile operators that can find theright intelligent roaming solutionsto unlock end-user demand – asimple evolution of currentpractices.”

IoT and wearables could be costly “marketdistractions” warns study


THE REVOLUTION CONTINUES: THE FUTURE OF IN-BUILDING COVERAGE

idDAS™

A system that can breathe and dynamically react to user demand

6D50

T


NEWS


By Anne Morris

More than 1.7 billion femalesin low- and middle-incomecountries do not own

mobile phones, creating a gendergap of 200 million fewer womenthan men owning mobile phones.According to a new report from

the GSMA titled Bridging theGender Gap: Mobile Access andUsage in Low- and Middle-incomeCountries, women on average are14 per cent less likely to own amobile phone than men.In particular, women in South Asia

are 38 per cent less likely to own aphone than men, highlighting thatthe gender gap in mobile phoneownership is wider in certain parts ofthe world. Even when women ownmobile phones, there is a significantdisparity in mobile phone usage.However, the report found that

mobile phones are important toolsfor enhancing the lives of women inlow- and middle-income countries.What’s more, achieving parity inownership and use between men and

women in low- and middle-incomecountries could unlock an estimatedUS$170 billion market opportunityfor the mobile industry by 2020.“By addressing the gender gap in

mobile phone ownership and use,we will deliver substantial benefitsfor women, the mobile industryand the broader economy,” saidAnne Bouverot, director general ofthe GSMA.The top five barriers to women

owning and using mobile phonesfrom a customer perspective arecost; network quality and coverage;

security and harassment via mobile;operator or agent trust; and technicalliteracy and confidence issues. “Taken together, our research

indicates that the gender gap inmobile ownership and use is drivenby a complex set of socio-economic and cultural barriers thatnegatively affect women. Withouttargeted intervention from themobile industry, policy makers, andother stakeholders, the gender gapin ownership and use is unlikely toclose naturally on its own,”Bouverot said.

Mobile phone ownershipreport reveals gendergap of 200M women

By Anne Morris

MasterCard has teamed upwith financial serviceproviders in Zimbabwe

and Nigeria to make mobile moneyremittance services available tobanking customers via theHomeSend international moneytransfer hub.In Zimbabwe, the partnership

with Steward Bank means that thebank’s 1.5 million customers will beable to receive funds sent by familyand friends abroad directly intotheir Steward Bank accounts. In the next phase, Steward Bank’s

sister company EcoCash will alsoconnect to HomeSend to enablemore than four million EcoCashmobile money customers to receiveremittances into their mobilemoney wallets.“Thousands of under-banked

Zimbabwean families aredependent on funds sent byrelatives working in other countries.Now, through the partnership withMasterCard and HomeSend, thesecitizens have access to affordable,convenient money transferservices,” said Dr LanceMambondiani, acting CEO ofSteward Bank.

In Nigeria, MasterCard hasformed an agreement witheTranzact International, a pan-African mobile banking andpayment services company, inorder to make internationalremittance services available tomillions of consumers in Nigeria. “Our partnership with

MasterCard enables us to bring anew, cost-effective, cross-borderremittance service to Nigerians,many of whom have previouslystruggled to access such facilities asthey do not have formal bankaccounts,” said Valentine Obi, CEOof eTranzact International. “Insteadof travelling long distances andwaiting in long lines, Nigerians willnow be able to electronicallyreceive cash transfers from familyoverseas with the convenience oftheir mobile devices.”The remittances are sent via

HomeSend, which was establishedas a joint venture by MasterCard,eServGlobal and BICS to bridge thegap between the finance andtelecommunication worlds byintegrating the systems of multipleproviders - be they mobile orelectronic wallets, traditionalmoney transfer systems or bankingsystems.

MasterCard launchesmobile remittance servicesin Zimbabwe and Nigeria

By Joseph Waring

The number of active mobilemoney users expanded 41 percent last year to more than

100 million, according to a report bythe GSMA’s Mobile Money for theUnbanked (MMU) programme.The report found that in three-

quarters of the markets wheremobile money is available agentoutlets outnumbered bank branches,and in 25 markets there are morethan ten times as many mobilemoney agents as bank branches.Half of all new mobile money

launches took place outside of theSub-Saharan Africa region. In LatinAmerica and the Caribbean, forexample, the number of activeaccounts increased by 50 per cent.The fourth annual report, entitled

Mobile Financial Services State ofthe Industry, provides a quantitativeassessment of the state of mobile-based financial services, includingmoney, insurance, savings andcredit. The report draws on the

results of the annual MMU globaladoption survey of mobile financialservices, as well as data from theonline MMU deployment tracker.“As this report demonstrates,

mobile financial services have animportant social and economicimpact on millions of people inemerging markets around theworld,” said GSMA chief regulatoryofficer, Tom Phillips. “Mobile is akey enabling tool for financialinclusion and over the last year,we’ve seen significant growth inmobile financial services, not only inthe number of services andgeographies served, but also in thebreadth of products that are nowavailable to previously unbankedindividuals.” Mobile money has been growing

rapidly over the past few years, andwith 255 services in 89 countries,mobile money is now available in61 per cent of developing markets.Mobile operators have led in theprovision of 149 of these services,demonstrating the growing rolethey are playing in the developmentof the mobile money industry.In Sub-Saharan Africa, the

birthplace of mobile money, over50 per cent of all mobile operatorshave already launched a mobilemoney service and by the end oflast year, 23 per cent of all mobileconnections there were linked witha mobile money account.

Mobilemoneyactive usersjump 41% —GSMA report

By Ronan Shields

Mobile operators must avoidthe over-supply ofunlimited and free data

plans in order to maintain thenetwork investment necessary tocope with the upcoming "datatsunami", fuelled by growing demandfor next-generation services, such asconnected cars and LTE broadcast,according to Mike Wright (pictured),Telstra, general manager, networks. Speaking with Mobile World Daily

ahead of a panel session scheduledto take place on Thursday, wherehe will discuss the challenges oftransitioning from a voice-centricnetwork provider to a data-led one,Wright said operators needrecurring data-generated revenuestreams to keep pace withconsumer demand. Wright added: "Revenue underpins

investment so we need to avoid

unlimited and free data. Ourfoundation has been volume-basedcharging and providing ourcustomers with value through optionslike shared data plans - packages thatallow customers to share theirmonthly data allowance betweentheir mobile and data devices."Telstra, the biggest mobile

operator in Australia with over 16million domestic retail mobilecustomers, invested $850 millionon its network infrastructure in thelast year, according to its 2014annual report. Wright said this level of

investment had to be maintained ifTelstra is to meet with customerdemand, especially as consumersare increasingly asking for "valueadd services" - such as connectedcars and LTE Broadcast - whichrequire expanded network capacity."The challenge for carriers is

staying ahead of the curve to meet

customer demand, now and intothe future as the data tsunamicontinues," he said. "We have astrong focus on ongoing, strategicnetwork investment and innovationto maintain – and grow - ourcustomer base. We are competingnot only on coverage – which in acountry the size of Australia is achallenge – but on the quality ofservice." Other participants in the Thursday

panel session, which will be hostedin auditorium 5, include: VasylLatsanych, MTS CMO; YogeshMalik, VimpelCom’s group CTO; andGraham Wilde, BWCS’ CEO.

Telstra preparesfor data tsunamiby avoiding'unlimited' data


Ken Hu, Deputy Chairman and Acting CEO, Huawei Technologies

HUAWEI | 5G

5G - The Road to a Super-ConnectedWorld

Even so, the time to start discussing 5G isnow. As we move toward the Internet ofThings (IoT) and the Industrial Internet,

new technologies are reshaping industries andsociety. This transformation, while exciting,poses huge challenges for mobilecommunications technologies. A fewexamples:

Connections required by IoT: As impressiveas 4G is, it can only support connectionsnumbering in the tens of billions. In the era ofIoT, the number of connections will reachmore than 100 billion. Everything we see willbe connected: our toothbrushes, sneakers,glasses, and watches, as well as the forklifts androbotic arms used in factories. The connectioncapabilities of 4G are not enough to meet thisfuture demand.

Latency required by the new industrialInternet: Applications from self-driving carsto industrial control systems will requiremuch lower latency than existing networkscan offer. For example, with 4G networks, aself-driving car travelling at 100 km/h willcontinue moving 1.4 meters from detecting afailure to applying the brakes. This can be thedifference between life and death. A latencyof 50ms is too high for self-driving cars.

Greater bandwidth. Existing 4G technologydoes not support the bandwidth required byholographic technology and other modes ofcommunications emerging on the horizon.

WHAT DEFINES 5GWe believe 5G will possess the followingcharacteristics:

Ability to support a 100-fold increase inconnections. The connections provided by5G for each cell will number in the millions —exponentially more than 4G networks. 5Gnetworks will increase the total number ofglobal connectable smart nodes to more than100 billion.

An ultra-low latency of one millisecond.This will increase the response speed of 5Gnetworks 50-fold compared to 4G.

A 10 Gbit/s user data rate. The peak datatransfer rate of 5G will be 100 times fasterthan what is currently achievable with 4G.This means the time required to download ahigh-definition movie will be reduced fromtwo or three minutes with 4G to two secondswith 5G. At such speeds, real-time visualcommunications and holographic multimediainteraction will become a reality. Remoteeducation and telemedicine platforms willalso be able to offer a better user experience.

GETTING THERE FROM HERE Making the transition to 5G will involveseveral steps, each with its own challenges.

1. The development of 5G requires more opencooperation across industries. Developing 5Grequires synergies between application needs,technical standards, and technologicalinnovations. Driven by this concept, the telecomindustry should open its doors and proactivelyembrace and dialogue with other industries tojointly define 5G standards.

The current situation still falls short ofexpectations. Take the Internet of Vehicles

(IoV) as an example. The widely acceptedstandards in the automobile industry are theUS's WAVE and Europe's C-ITS. In thewireless industry, 3GPP has set LTE-Vstandards. But too many standards mean noclear standard. Stakeholders shouldestablish dialogues that recognize sharedneeds and unify standards. We also hopegovernments and industry standardsorganizations can play a more constructiverole in this process.

2.5G requires many technologicalinnovations. Rather than simply upgradenetworks, 5G will totally revamp them.Ultra-high bandwidth, ultra-low latency,massive numbers of connections, super-fast mobility, all-spectrum access – all ofthese require 5G technology in order toadvance to the next level. A few examples:

New 5G air interface technology willsignificantly increase spectral efficiency.From 2G to 3G and from 3G to 4G, spectralefficiency for air interfaces increased morethan three-fold. New 5G air interfaces shouldbe designed to maintain this pace ofdevelopment. A recent development is anadaptive and software-defined air interfaceframework technology that includes sparsecode multiple access (SCMA), Filtered-OFDM, and Polar coding. This willsignificantly increase spectral efficiency andallow for more connections and an ultra-lowlatency of one millisecond.

Virtualization technology will enable a new5G network architecture. 5G networks willadopt an open and software-drivenarchitecture that will enable tens ofthousands of 5G application scenarios, suchas the IoV, IoT, and mobile broadbandnetworks.

All-spectrum access. Spectrum is the scarceresource for wireless communications. Weexpect a five-fold increase in bandwidth as wego from 4G to 5G. This is a huge challenge asspectrums below 6 GHz are rather limited formobile communications. To achieve all-spectrum access, we need technologicalinnovations, combined with more spectrumallocated by regulatory authorities.

3.Adopt effective technologycommercialization strategies.

On the road to 5G, operators will be able toapply innovative technologies prior to large-scale commercial deployment. Thesetechnologies can be integrated into existingnetworks to increase performance andimprove user experience. Operators will alsoenjoy more benefits, stimulate user demand,explore new markets, and get ready for thearrival of 5G.

For example, LTE-M, which allows for 100times more connections and fully meets thedemands of various scenarios such as meterreadings. We think such commercializationstrategies will support a smooth evolutionfrom 4G to 5G, which will fully protect ourcustomers' investments. These efforts willhelp to maximize network performance andbetter stimulate demand for 5G.

Ultimately, the success of 5G will dependon the success of the entire ecosystem, one inwhich innovation will become the key driverbehind 5G development market demand. Ourability to imagine the future is still quitelimited, but we know it will be a super-connected, super-intelligent world. The doorsto technological and business innovationhave just begun to open, and we are at thebeginning of the beginning.

Some people ask whether it's tooearly to discuss 5G. In manycountries, 4G deployment has justbegun, with just 8% of globalmobile connections relying on 4G,and more than 60% still using 2G.



Pardeep Kohli, President and CEO, Mavenir

VoLTE | MAVENIR

The ServiceRevolution

MAKING VOICE PORTABLE IS ACATALYST FOR CHANGEIn a connected world, we can’t expect voiceservice to stay tied to a single device with asingle phone number. Smart apps offer adiversity that impacts our lives in a myriad ofways, from touch to non-touch, wearable tohearable, and handy personal devices to fixedappliances. Voice calls shouldn’t be restrictedto phone-to-phone calling with a finitebeginning and ending. Rigid usagemarginalizes their potential to be part ofusers’ everyday lives, despite the universalreach of operators’ services. Until now.The VoLTE ecosystem and accompanying

software networks provide operators with aplatform for change and opportunity,delivering access to technology that enablesthem to adapt to changing customer lifestyleswith greater flexibility, and to build servicesthat address real-life needs. VoLTE providesnumerous technological and cost benefits,such as spectral efficiency, faster call setuptimes, HD voice, and more. It also directsoperators toward an all-IP network fordelivery of their core services, whichfundamentally changes the reachability ofthose services. VoLTE allows operators to separate the

services they offer from the networktechnologies over which those services areaccessed. IP technology enables operators to fully

participate in the disaggregation of servicesand access them in the same way that Skype,Viber, WhatsApp, and others pioneeredInternet services. VoLTE is the catalyst forchange for mobile operators, due to the all-IPnature of LTE and IMS core networkingtechnologies. Operator deployment of VoLTEservices will not only help improve the userexperience, but also provide the means foroperators to change their business model andinnovate new services. With the VoLTEplatform, mobile operators can turn voice

service into a truly portable and seamlessservice across devices, networks, andgeographical boundaries. Similarly, NFV and SDN provide the

separation of software from the underlyinghardware. They drive operational efficienciesand reduce capital and operational expenses,while transitioning network services to astandardized commodity infrastructure.Regardless of the hosting mechanism –hypervisors-based virtual machines orcontainer-based applications – thevirtualization process externalizes themanagement of network nodes and makes itpossible to program their utilization. Andthough their scope is slightly different, bothNFV and SDN separate both network androuting function software logic from theirdeployed hardware, and provideprogrammability and automation of thedeployment and management of networkservices. This enables fast, efficient rollout ofnetwork services and enhancements, withminimal disruption and easy scalability.

THE NETWORK OF THE FUTURE WILLBE BUILT ON SOFTWAREAdding VoLTE capabilities to NFV- and SDN-based networks powers the service deliveryrevolution to drive new operator businessmodels. While baseline VoLTE providestremendous service upgrades, it can’t beenhanced for new service dimensions if it’s‘boxed in’ like legacy 2G/3G voice services.The mobile marketplace is intenselycompetitive, and traditional service providersneed to evolve to maintain their relevance totheir customers. The software applicationmodel is relevant only if VoLTE isimplemented as a platform that inherentlyuses suitable software design patterns tohandle flexible call models, manage multipleendpoints and identities logic, and supportmulti-modal enhancements. Having an end-to-end software network provides the

necessary tools for operators to incubate andhost new solutions that lead to new revenueopportunities. Here, too, is where virtualization as an

enabling technology will dramatically reducethe cost and time to implement new mobileoperator services. Customer expectationshave changed as well, driven by thesmartphone revolution, an app-drivenenvironment, and the power of digital andsocial media – all of which have combined todeliver a constant stream of new features andmust-have capabilities. With virtualizationtechnologies as the basis for servicedeployment and operation, operators caninnovate more rapidly, experiment morefreely, and ultimately succeed in less timewith greater frequency. The goal will be tocreate network services that are both reliableand dynamic, and offer users the benefits ofInternet technologies with the security andprivacy of a trusted network operator.

VOLTE AND BEYOND2014 was a transformative year for VoLTE.Early adopters proved the feasibility ofVoLTE implementation and validated manyof its technical and business benefits. Andseveral operators worldwide took the firststeps toward VoLTE as their new servicemodel. As they become increasinglycomfortable with their service rollout, we

anticipate expanded offerings, includingvideo calling and video interoperability. Moving forward, we’ll also begin to see the

introduction of new services and new multi-network and multi-device access to services.Because VoLTE is inherently an all-IP network,operators can move beyond delivering serviceto only those users connected to their networkor roaming partner network. Connectiontypes, devices, and geography will also nolonger be limiting factors. The service revolution will not end with

VoLTE. On the network of the future,operators will be able to introduce ideas suchas “second party pays” and communicationservices embedded in websites. It will allowthem to provide a wholesale infrastructure toenterprises and other businesses, and createnew revenue streams and businessopportunities not previously available. At thesame time, there will be new communicationservices replacing or converging legacytouch-points with hyper-productivitysolutions that better meet customer needs.VoLTE is an inflection point where Internet

technology and telecommunications servicescome together to underpin a wide range of newoperator services. We believe the right portfolioof services can drive operator networks of thefuture, become the catalyst for changing servicedelivery models, and make core operatorservices, beginning with voice, truly portable.

The time is now for network operators to not just virtualize, butrevolutionize. The switch to all-IP LTE and IMS networks based upon NFV andSDN architectures is bringing revolutionary change to mobile operatorservices and the vendor supply market. The underlying transformation,driven by software methodologies, will impact every aspect of the mobileoperator ecosystem – starting with voice, the most fundamental yet mostconstrained telephony service.


S


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MWC15 Daily DAY2_DAY1 23/02/2015 21:17

FEATURED INTERVIEW | GUAVUS

MNOs are MovingForward with DataAnalytics

Anukool Lakhina, CEO and Founder of Guavus

MOBILE WORLD DAILY (MWD): WHAT ARE THE MOST IMPORTANTCHALLENGES THAT MOBILEOPERATORS FACE TODAY WHENTRYING TO MONETISE – OR EVENSIMPLY MANAGE – BIG DATA?

Anukool Lakhina (AL): We've been aroundfor more than a decade and it is interesting tosee how practices and attitudes have evolved.Data management is still about the challengeof dealing with the volume, velocity andvariety of data, but how it is dealt with isincreasingly sophisticated and has become areal area of concern for C-level executives. Atthe board level there is a realisation that dataanalytics is not just about filtering and storinginformation appropriately; it is aboutextracting and understanding information ina timely manner and ultimately, not just usingit to answer questions in ways that enablebusinesses to derive value, but to takeimmediate actions.

The network centre and the call centre, forexample, are probably the two biggest silosthat exist today. Organizational and technicalboundaries inside carriers often meantresistance to breaking them up. Today,however, big data has become a C-level topicand there is a top-down move to use analyticsto eliminate silos that get in the way of doingbusiness leading to a more holistic way tospot intelligence across the differentorganizations. Of course carriers face a growing

aggregation challenge, but when it comes tovolume it is a question of sizing the problem,and is it possible to store volumes in a cost-effective way. When it comes to dealing with the variety

of data, carriers are a lot more sophisticatedthan they were previously and there is a newappreciation of the complexity issues. Thetraditional way to deal with disparate datasources had been to bring everything into oneplace and look for insights. But successful

data management is about being able tomake correlations between different datagroups and draw conclusions that add valueas the data hits the network or to even predictwhat it is going to happen in the future. Thecarriers that are most successful in managingdata are those that are able to make usefulassociations that assist in decision-making. The other problem of course is the sheer

velocity with which data travels, which canleave operators wondering how to takeaction. The smartphone was a real gamechanger. Five years ago North America sawthe impact of the smartphone and carriershad to adjust how they prepared theirnetworks. The question then moved frombeing 'how do I keep my network fromchoking?' to 'how do I deliver a bettercustomer experience?' It's a shift thatoperators in some other regions are goingthrough now, as they evolve from marketingsubscriptions. Again it's a question of understanding what

you are dealing with and the effects of theactions you take. If a customer is watching anonline video, an operator with the rightinformation can handle network issues bydynamically making changes to thebandwidth and avoiding service degradationissues.

MWD: WHAT DOES THE ROLL OUT OFNFV AND SDN MEAN FOROPERATORS' ABILITY TO GATHERAND ANALYSE INFORMATION IN REALTIME?

AL: The shift to SDN and NFV makes iteasier for operators to manage moreelements of their network -- whether it iscongestion, the routing of traffic, or theresponse to failures – and to do so withgreater flexibility. This ability to fine tune thenetwork goes hand in hand with thegeneration of much richer network data. Butif operators are going to reap the full benefitsof SDN and NFV deployment and usenetwork data to improve customer service orto develop new products, then they cannotrely on manual intervention. Instead therewill be an even greater move to automate theanalysis of data and any resulting actions.Virtualizing network functions also meansthat some of the legacy reporting andelement management systems might not beat par with the newly deployed technologies.

MWD: CAN THE USE OF DATAANALYTICS IMPROVE OPERATORS'COMPETITIVE POSITION IN ANENVIRONMENT WHERE SERVICESSUCH AS WHAT'SAPP AREIMPACTING REVENUES?

AL: At the heart of the debate is the mobileoperators' business model. They lost part ofthe consumer value chain to companies suchas Google or Apple, but carriers cannot affordto look at OTTs merely as killers of voice orSMS revenue. If you take a step back it is clearthat both carriers and OTTs want to deliver ahigh quality experience to customers, and todo that they need to co-operate more.

Many mobile network operators struggle to benefit from the huge and growing amounts of structured and unstructured data that they, their partners, andtheir customers generate. The growth of the Internet of Things is further complicating matters. Anukool Lakhina, CEO and Founder of Guavus, a big dataanalytics company, tells Mobile World Daily how mobile carriers can turn big data to their advantage as they develop new services and partnerships, enhancecustomer experience and deploy technologies such as NFV and SDN.

“Data analysis is a critical piece ofenabling that cooperation, as both theOTT and MNOs bring complementarysets of information that, when combined,can be used to help improve customerexperience.”


MWC15 Daily DAY2_DAY1 23/02/2015 23:15

GUAVUS | FEATURED INTERVIEW

Data analysis is a critical piece of enablingthat cooperation, as both the OTT and MNOsbring complementary sets of informationthat, when combined, can be used to helpimprove customer experience. For OTTs,better analytics means making better use ofnetwork APIs. On the network side,information on OTT service quality ofexperience can result in proactively takingtargeted actions to improve the service andmanage the network load.

MWD: HOW DOES NET NEUTRALITYIMPACT WHAT OPERATORS CAN DOWITH NETWORK DATA?

AL: Rather than viewing net neutrality aseither good or bad, it can be seen as a questionof how you use analytics. With the rightmetrics you can partner in meaningful ways.

MWD: WHAT DEMANDS WILL THEINTERNET OF THINGS MAKE ON DATAMANAGEMENT?

AL: Given that M2M ARPUs are low, the costof supporting sensors has to be significantlybelow that of supporting subscribers. Ifoperators are going to cost-effectively manage ahuge number of new devices in their networksthen they need an understanding of themachine's environment and enough informationto trigger rapid automated responses to anychanges that affect service performance. A failure to use automated systems to

access, analyse and act on pertinent datafrom the machine's environment erodes theM2M business case. Especially when theoperator is in an IoT partnership.After all, if there is a problem with the

connection to the thermostat of a customer'srefrigerator then the customer is going to callthe mobile carrier -- not Google Nest,regardless of the cause.IoT is not just about network connectivity; data

is the real value that many carriers can bring to apartnership, whether it is with automobilemanufacturer or a healthcare company.

MWD: CAN YOU PROVIDE EXAMPLESOF HOW OPERATORS HAVEINCREASED REVENUES, REDUCEDCOSTS OR IMPROVED SERVICETHROUGH A BETTER ANALYSIS OFDATA?

AL: There are many examples of significantreturns on investment in data analytics. Oneof the world’s largest cable operators, forexample, was rolling out a lot more trucksthan it needed to address customercomplaints. One reason it was making such acostly mistake was that call centre employees'performance was measured by how quicklythey dealt with a customer. So whencustomers rang to complain their cablemodem wasn't working it was in the callcentre's staff's interest to find the fastestresolution possible – and usually that meantsending out a truck to the customer's home.Often, however, the fault was with the networkand there was nothing the repairman could dowhen he reached the customer's premises.Time and money were wasted, andcustomers, who may have taken time off workto wait for the cable company, were annoyed. The answer was to analyse call centre data

and network data to understand why thecustomer had called, and then work to fix thefault before the operator received anothercomplaint. The operator managed to save $50million in the first six months, mainly throughtruck roll deflection. And that figure does notinclude the gains made in customer experience. Mobile operators face different challenges.

One wireless operator we worked withnoticed that in New York City a singleapplication was using 5% of its networkcapacity each weekday at 9am, 12pm and5pm. We detected the root of the anomalyand discovered that a taxi cab company hadre-jigged its credit card connection to carrylive video broadcasts so that its customerscould sit in the back and watch breaking newsand headlines. Not only did the video app usea lot of network capacity, the taxi cab wasrunning it over a very low-cost M2Mconnection. Once the operator had thisinformation it was able to renegotiate thecontract on the basis of a video service ratherthan M2M.

“A failure to useautomatedsystems to access,analyse and act onpertinent datafrom the machine'senvironmenterodes the M2Mbusiness case.”

“But successful datamanagement isabout being able tomake correlationsbetween differentdata groups anddraw conclusionsthat add value asthe data hits thenetwork or to evenpredict what isgoing to happen inthe future.”


MWC15 Daily DAY2_DAY1 23/02/2015 23:16

Rémi de Fouchier, VP Marketing Communication, Gemalto

CONNECTED FUTURE | GEMALTO

It’s 2015. For Marty it is a pivotal year: thedate of his first glimpse of the future afterhe and Doc got together on that fateful

day in 1985, travelling through time in anamazing flux-capacitor powered Deloreantime-machine.For us in the mobile industry, it’s

interesting to reflect on how a 26-year-oldHollywood-tinted vision differs from today’sreality, and to cast our gaze to what thingsmight look like if we were to travel back… tothe future, to 2025 or beyond.Here are a few key ways in which Hill

Valley’s future is different to what wasimagined, and how it may yet change.

NO (MAINSTREAM) FLYING CARS…YETThe power systems required for flying cars(and indeed, the “1.21 gigawatts” needed fortime travel) aren’t quite at the point where wehave mainstream models. However, a keydifferentiator of cars of the future will be howconnected they are. As Dieter Zetsche, Chairof Daimler AG and head of Mercedes-Benzworldwide said earlier this year: “The car ofthe future [is] a smartphone on wheels.”This highlights the importance of in-car

connectivity. The market is anticipated togrow from 45 million connected cars on theroad just a couple of years ago to 420 millionconnected cars in the next three years. Unlikesmartphones, these cars need to last a decadeor more, transcend multiple generations ofnetwork technology, and be rugged enough toensure a cyber-security breach doesn’t causea risk to real-world security. After all, as coolas NFC or Bluetooth locks might be, ifsomeone can just stroll right up and stealyour Delorean, and travel back to 1955 togive their younger self an Almanac of all thesporting events from 1955 to the presentday… well, the results could be catastrophic.

This connectivity will deliver a wide rangeof applications, of which NFC car keys arejust the tip of the iceberg: cars haveincredibly sophisticated in-car entertainmentsystems already, and the sensing andmapping systems are so advanced that we’veseen some impressive early autonomousvehicle demonstrations and proof ofconcepts developed, from Audi, Google andothers. Realtime vehicle location data isalready being used by insurance firms toimprove tariffs, and by emergency and rescueservices to improve response times to drivers.

HILL VALLEY 2025: A SMARTER CITYSome of the things imagined in Back to theFuture 2 were remarkably prescient.Contextual advertising for one: who doesn’tremember the shark from Jaws 19 leaping outfrom a billboard and targeting Marty as hewalked past. Of course: the Jaws 19 billboardwas relatively ‘dumb’ – proximity driven.Today’s reality is already significantly morepersonalized, with advertisers and mobileoperators sharing data to ensure that – whenopted in to promotions – consumers get arelevant, personalized and engagingexperience.Voice recognition and the cashless society

too – Marty doesn’t offer any form ofpayment when he asks the cafeteria’s virtual

waiter for a Pepsi. Perhaps he had a securepayment NFC tag woven into his self-dryingcoat? We didn’t see anyone on publictransport in the film, but imagine that theproblem of a lack of loose change wouldhave persisted. In one scene, Biff does pay forhis taxi using a thumbprint, correctlyanticipating the surge in biometricauthentication we’ve seen. In our reality,we’ve seen a rise in contactless payments onpublic transport, an increasingly common sitetoday in many cities around the world. The film was fairly accurate in anticipating

how we communicate and consumeentertainment, anticipating the rise of 3DFilms, video telephony and Google-Glass likedevices for video calling. It didn’t quitepredict the rise of the internet-enabledsmartphone, however, and thought the faxmachine would be more important in 2015than it has been. We can all be grateful for thefact that Siri and Cortana are less irritatingthan the stuttering virtual waiter in Back tothe Future 2’s 2015.Most exciting, though slightly misjudged,

was the vision of the connected home weglimpsed: our home knowing its owner,unlocking on ‘recognition’ – presumablyfacial or DNA ID of some kind, to let ‘young’Jennifer through – and then responding tovoiceprinted commands to turn the lights on.

In reality, a lot of this sort of technology usesthe smartphone as the hub of theexperience, with apps and potentially evenMobile ID providing a route to secureauthentication and control over theconnected home: after all, the securityimplications of unauthorized access here aresignificant. But given that Back to the Futureassumed fax would remain dominant fordata communications, it’s understandablethat it didn’t imagine a future in which thesesorts of commands could be transmittedsecurely, wirelessly, from a pocket device toa connected home. In our reality, the very fact of this possibility

emphasizes the need for strong securitymechanisms, from the core of a system to theedge, to protect users from unintendedconsequences or malicious attack.

DELIVERING OUR CONNECTEDFUTUREAs became clear in the last example, the

defining factor in delivering all of theseservices and applications has been, andcontinues to be, trust. If you don’t trust anNFC chip in your phone to protect yourpersonal data, you won’t use it. If you don’ttrust advertisers, mobile phone providers oroperators to respect your interests andpersonal details, you won’t provide them withaccess to your data. And if you don’t trusturban infrastructure to keep your data secure,you will avoid using it as much as possible.When you do trust these services, as theyouth of Hill Valley did, using these systemsbecomes so natural and ubiquitous as to bevirtually invisible; an automated reflex, muchas EMV payments are for Europeanconsumers today.Back to the Future may not have scored

100% in its predictions for the future, but ithas had enduring value as a piece of sciencefiction and consumer entertainment. Myprediction: building the reality of our futurewill happen in step with the development of abedrock of trusted services andinfrastructure. And by 2025, perhaps theflying car will seem as anachronistic as thefax machines of Back to the Future 2’s 2015,as we all zoom around on our jetboots or fireour consciousness off into virtual avatarsaround the globe.

Back… to the presenta few key ways in which the vision of HillValley 2015 differs from today’s realityAs we hit the 30th anniversary ofBack to the Future – and the yearinto which Marty McFly and DocEmmett Brown travelled in Back tothe Future 2 – we take a look atsome of the predictions the filmmade and compare them totoday’s reality.


1 1 14:59

MWC15 Daily DAY2_DAY1 23/02/2015 23:18

Building trusted digital livesBillions of people worldwide want the freedom to communicate, travel, shop, bank, entertain, and work,

anytime, anywhere, and in ways that are enjoyable and safe.

Gemalto’s Mobile Trust Net, now comprising SafeNet solutions and services, delivers innovative, fully secure,

and scalable value-added mobile solutions, so you can offer the most trusted and convenient digital services

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GEMALTO.COM

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MWC15 Daily DAY2_DAY1 23/02/2015 21:17

Avi Schechter, President, Amdocs Network Solutions

NETWORK EXPERIENCE | AMDOCS NETWORK SOLUTIONS

How good is yournetwork experience?

In Amdocs’ annual whitepaper report“State of RAN 2015” we analyzed morethan twenty five million voice and data

connections from more than 100,000 mobiledevices on some of the busiest networks inthe world. Based on global analysis of citieswith high smartphone penetration, the reportshows that network data traffic has increasedby 100% from this time last year. Users are no longer satisfied with basic

voice messaging and email and haveembraced real-time imaging and datastreaming. Not only are mobile usersstreaming more content from sources such asYouTube and Facebook, they’re alsouploading more content to these same sites.The continued growth demonstratessubscribers’ overwhelming use ofsmartphones and tablets to consume andshare content. Several interesting insightsemerge from the study, including:• Second-screen behavior at live events caninduce a 40% spike in data demand

• Growth in indoor data demand isoutstripping outdoor data demand by 20%

• 80% of voice call drops and 50% of datathroughput issues originate in the radioaccess network (RAN)

• 10% of subscribers comprise 80% ofnetwork data usageAnd from external analysis of customer

feedback it’s clear that data demand has led toan increase in dropped calls, while the stressplaced on networks has compromised manycustomers’ quality of experience. Users

frequently cite a lack of call coverage and alack of data coverage as their top frustrations.This feedback gives a stark reminder of theever-increasing load carried by wirelessnetworks and the level to which individualcustomers are negatively impacted. As networks become increasingly complex

with 3G, 4G, Wi-Fi and Smart Celltechnologies, operators need to centralize,optimize and exploit a unified managementinterface. In an effort to rein in complexitythey have to build the foundation upon whichto gain network oversight, and correlatecustomer and network intelligence to delivera better customer experience.Mobile operators are starting to

automate and optimize their existingnetworks and they are evolving theirnetworks to respond to customer demand.As they roll out new adaptive infrastructureand integrate mission critical billing andoperational support systems with theirnetwork assets, operators can deliver realvalue. In effect, they can shape the networkexperience to meet the specific needs ofthe customer and their corresponding valueto the operator. At the same time, operatorsare seeking to rapidly deploy new networkservices and technologies. They want toacquire new customers, retain their existingsubscriber base and monetize new andmore profitable revenue streams. But, givenunrelenting financial pressures, operatorshave to accomplish this without incurringunnecessary capital investments orincreasing ongoing operational costs. As a result operators are seeking vendor-

neutral network solutions that enable them togain insight into their customers’ networkexperience. In order to succeed, operatorsshould consider software-driven solutionsthat can help them maximize networkperformance but also deliver greater costefficiencies. Solutions that leverage customerinsights that result in better overall QoE forusers and more efficient network resourceallocation that can help to delay CAPEX andminimize OPEX.

Another key consideration is howoperators can become more agile andenhance their provisioning of new serviceoffers. Operators need to rapidly deploymultiple technologies such as fibre, LTE,Small Cells, and Wi-Fi. In addition they mustbe able to target service to key segments(e.g. enterprise and M2M) with solutionsthat cost-effectively create and rapidly fu lfildata services. With the challenge of flat or declining

revenue streams, policy control that enablesquality of service for strategic data offerssuch as VoLTE and video is critical. Likewise,advanced network control capabilities canenable intelligent offload between Wi-Fi andcellular networks and further enhancecustomer experience. But most importantly,operators need to monetize all of this in real-time through the integration of policy controland online charging.Operators have to maximize network

performance, increase the time to market fornew services and enhance monetizationpotential but these efforts cannot beconsidered in isolation. It is essential to takean integrated, end-to-end approach that canhelp automate and optimize the manynetwork functions that directly impactoperational and financial objectives, and mostimportantly the resulting customerexperience. Such solutions have to becustomer-centric, based upon sophisticatedanalytics and user insights gained throughbilling systems. Ideally they are real time,automatic and independent of networkequipment providers’ hardware infrastructure. An end-to-end approach to network

enhancement needs to be tied to policycontrol, billing systems, RAN performanceinsight and big data analytics. It needs to becustomer-centric and able to supportemerging smartphone applications andservices such as VoLTE. It should allow forthe integration and analysis of user data suchas personalized bandwidth utilization drawnfrom user profiles, application-specificrequirements and geo-location data. As well,

from a network planning perspective, an end-to-end approach can help to identify andmonetize under-utilized cells and aid in therollout of Wi-Fi and Small Cell technologiesto augment network capacity and bandwidth.From an ongoing operational perspectivebetter decisions regarding maintenance andnetwork optimization can be achieved withthis approach.Customers and their quality of experience

have now become essential aspects of thedecision-making process for operators.Whether it be in a particular geographiclocation, during a special event or related to aspecific valuable customer or group ofcustomers, quality of experience is a key tosuccess. Solutions that support a criticallinkage to customer billing data, big dataanalytics and OSS can help operators predictcapacity bottlenecks and prioritize traffic ontheir networks. This can allow for theproactive analysis of the network and therapid remediation of issues directly impactingcustomer satisfaction. After all, customer-centric network performance improvementdirectly impacts the end user’s quality ofexperience, helping to reduce churn andenhance revenue potential.The implications are clear. Operators need

to address the challenges in their mobilenetworks in order to deliver the highest levelsof reliability and customer experience. Theyneed to manage the complexity and rapidlydeploy automated solutions that canintegrate customer, network and operationalinsight to dynamically respond to networkdemand and customer expectations.

The proliferation of smart devicescoupled with the dramaticallyincreased demand for data serviceshas created an inflection point formobile service providers. As revenuestreams dry up in the face ofcompetitive threats and mobilenetworks become capacityconstrained, the ability to deliver abetter quality of experience (QoE) forthe end user is a serious challenge.

“Operators need toaddress the challenges intheir mobile networks inorder to deliver the highestlevels of reliability andcustomer experience.”


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CSPs are facing fierce competition, butare also under pressure to invest moreheavily in network infrastructure toaccommodate ever- increasing demand formobile data traffic. CSPs are having toinvest in their existing networks to improvecoverage and throughput, and spendsignificant amounts to migrate to LTEnetworks. But, in reality, CSP revenue isnot expected to increase sufficiently torecoup that level of investment. Furthermore, broader coverage and higher

throughput are just not enough to beat thecompetition. Recent trends show that videotraffic constitutes more than half of total mobiledata traffic. So, one of the most important keyperformance indicators is to enable smoothvideo playback that satisfies end users.

WHY IS QoE SO CRITICAL TONETWORK PERFORMANCE?Today’s end users are very sensitive and

finicky about QoE. They demand fast-startingand claim smooth video playback withoutstalling. End users often do not have thepatience to wait a few seconds for videoplayback to begin, and frustrated users willtend to shift to other CSPs in search of betterQoE. In order to retain existing end users andacquire new ones, CSPs need to continuouslymonitor and improve QoE. In a nutshell,improving QoE in network performance is thekey to win the competition.

WHAT ARE THE KPIS TO IMPROVENETWORK PERFORMANCE?CSPs have been using network coverage and throughput to measure network

performance. However, QoE must be considered as the most important KPI to graspnetwork performance. NEC defines network performance as a combination of three KPIs;1) network coverage, 2) throughput, and 3) QoE. With its unique technology, NECsuccessfully realized measurement, quantification and visualization of QoE in addition tonetwork coverage and throughput through its Traffic Management Solution.

HOW TO MAXIMIZE ROI?ROI can be maximized by increasing revenue and/or reducing costs. CSPs using TMS to

improve QoE can lower churn rates and attract new users and, consequentially, end upincreasing their revenue. In addition, boosting QoE is proven to boost ARPU from traffic usage atthe same time. As a matter of fact, one of the Tier 1 CSPs commented that their traffic volumeincreased by over 10% after QoE improvement by TMS. Users of the QoE-improved network canview video stream smoothly without stress. Users then view more videos, resulting in increase intraffic volume and ARPU.

As for ROI maximization by costreduction, TMS can reduce traffic volumeconsiderably by activating technologiessuch as video optimization and weboptimization. In fact, one of the Tier 1CSPs reported a 30% reduction in trafficafter utilizing TMS. Furthermore, TMScan eliminate spike of traffic by itscongestion-aware optimizationtechnology. It enables CSPs to differnetwork investment required to handlepeak traffic. In summary, reducing traffic through

TMS can help CSPs utilize existing networkfacilities more efficiently, and reduce theamount of CAPEX required to expandnetworks. In addition, network efficiencyachieved by network functionsvirtualization combined with TMS will beadditional CAPEX/OPEX savings for CSPs.

WHY CAN NEC PROVIDE THE MOSTCOMPREHENSIVE SOLUTION?With its unique TMS composed of three

elements, NEC can provide solution for CSPsto dominate tough competition by boostingQoE up and maximizing ROI through revenueincrease and cost reduction. As an ICT solution provider with a wide

range of products for CSPs, NEC hasgained long and deep experience in thetelecom operator business and it enablesNEC to provide enhanced andcomprehensive solutions for CSPs. Beside TMS, NEC is focusing on NFV.

NEC considers that it is important for NFVto allocate necessary network resourcesflexibly and dynamically depending ontraffic and network status. NFV can befurther enhanced by integrating with TMSand real-time OSS. TMS analyzes real-time traffic and network information, andreal-time OSS utilizes such information toautomatically control network resources,including virtualized TMS. NEC is

integrating NFV with TMS and real-time OSS provided by NetCracker and willcommercialize it in 2015.

Another significant advantage isNEC's ability to construct integratedsolutions with NetCrackerTechnology, the provider of end-to-end Orchestration, systemsintegration and delivery services. Together, NEC and NetCracker can offer added valueby incorporating traffic management, BSS/OSS and telecom-carrier SDN/NFV solutionsinto the specific unified traffic optimization systems that mobile operators require toimprove the quality of experience across networks and impress end users.

www.nec.com/sdn

Boosting QoE upto maximize ROINEC’s Traffic Management Solution is the Answer.

As mobile users’ cravings for anythingmobile increase, communicationservice providers need acomprehensive traffic optimizationsolution that can maximize their returnon investment, by boosting QoE toincrease revenue and by using networkresources efficiently to reduce costs.

ADVERTORIAL

Masanobu Yamaguchi,Senior Vice President,NEC

CONCEPT OF TRAFFIC MANAGEMENT SOLUTIONTMS helps CSPs improve their network performance with three elements in traffic

management cycle; 1) Traffic Optimization, 2) Network Performance Visualization,and 3) Network Analysis.

• Traffic Optimization: There are two types of technologies for maximization of ROI;one is to boost QoE and the other is to reduce traffic cost. Technologies to boostQoE are TCP optimization, policy-based optimization and congestion-awareoptimization. Technologies for cost reduction are video and web optimization.

• Network Performance Visualization: In addition to network performancemeasurement results with KPIs, traffic and network status with their fluctuationfrom time to time and from place to place can be visualized in real-time. It showsnot only information for network as a whole but also those classified byOTT/application or by individual end user. For instance, traffic volume flowing fromparticular OTT, OTT access ranking, network usage tendency of particular devices

• Network Analysis: By analyzing the amassed real-time visualized data, CSPs canshorten time for their planning considerably; identifying suitable improvements tonetworks such as control of traffic optimization and network designing of RAN.Information about user behavior and statistical traffic data can be also used bymarketing personnel when discussing new business models.


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Lars Nielsen, General Manager, Global Certification Forum

INTERNET OF THINGS | GLOBAL CERTIFICATION FORUM

Mobile interoperabilityis key to M2M andIOT success

It says something about the achievementsof the mobile industry over recent yearsthat many IoT propositions appear to take

the mobile connectivity component forgranted: there is an assumption that it willsimply work. However, radio can be ademanding medium and good connectivityhappens through careful design andimplementation, not by accident. The global potential of IoT is attracting

millions in investment – most of it fromoutside the traditional mobile industry.Appropriate levels of interoperability forthese new types of connected device will becritical to realising global scale andgenerating the anticipated returns on theseinvestments. The growing interest in the concept of the

connected car is a good example. Theautomotive industry gears its capital-intensive manufacturing processes,production lines and supply chains toproduce models that are distributed acrossmultiple markets. There is, therefore, anexplicit need for vehicle connectivitysolutions that are able to connect to anynetwork in any country or region the vehicleis likely to be driven in. From the perspectiveof mobile networks, a significant proportionof connected cars will be in a permanentroaming state. By providing an assurance of interoperability,

device certification can make an importantcontribution to the success of IoT.

BENCHMARKING INTEROPERABILITYThe Global Certification Forum (GCF) wasestablished in 1999 as a voluntary certificationscheme focused on interoperability betweenmobile handsets and networks.

At the time GCF was founded, operatorsplayed a more prominent role in handsetdistribution than today. Many operators hadtheir own device acceptance regimes whichmeant manufacturers were required toundertake multiple tests of the variousdevice attributes in order to present theiroperator customers with data in theirpreferred format. A common certificationscheme accepted by a broad cross-section ofthe world’s leading operator groups had thepotential to generate efficiencies that wouldimprove economies of scale while reducingboth costs and time-to-market for the benefitof the wider industry. GCF’s maxim of “Test once, use anywhere”

has delivered efficiencies and has made animportant contribution to expanding theoverall market by increasing the choice oftrusted devices. In the first full year ofcertification, two manufacturers delivered 12certified devices. In 2014, 531 differentdevices were certified by 53 manufacturers. Dual-band GSM handsets represented the

cutting edge when GCF was founded. In the15 years since, the scope of the scheme hasexpanded to accommodate new mobiletechnologies and functionalities. GCF tookover the certification of CDMA2000 devicesin December 2014.In 2014, the “typical” GCF-certified device

incorporated 3.5 GSM bands, 2.6 3G bandsand 2.3 LTE bands. Illustrating how ever more RF functionality is

being packed into higher-spec devices, the“average” GCF-certified LTE device had 4.4 FDLTE bands, 3.1 3G bands and 3.5 GSM bands.With FD LTE being deployed in approaching20 bands worldwide, the complexity of higherend smartphones and phablets is likely toincrease further in 2015 as Carrier Aggregationis adopted more widely and more bands areimplemented in each device to facilitateinternational roaming over LTE. The abundant variety of sophisticated

multi-mode, multi-band mobile devices thathas driven the smartphone market would nothave been possible without a trustedcertification scheme providing a robustbenchmark of a device’s interoperability whilekeeping testing overheads under control.

The common testing framework also helpsmany manufacturers expand theiraddressable markets by enabling them tobuild confidence in their devices among themajor operator groups. The underlyingprinciples are equally relevant to the successof IoT where partnerships between multiplestakeholders are expected to be the basis ofmany propositions.Interoperability will remain a critical

success factor for IoT. Interoperability stillmatters. Any IoT device with poorinteroperability will struggle to achieve scale. In addition, devices that do not fully

conform to the standards can also negativelyimpact mobile networks. This risk could becompounded in large-scale M2Mdeployments. If an outage in an M2M systemwere to trigger thousands - or even millions -of devices to attempt to re-register withmobile networks simultaneously, thedisruption could be serious. With mobilenetworks increasingly being seen as part of anation’s critical infrastructure, the regulatorybacklash could be severe. Enhancements to the core 3GPP standards

are being developed with the aim of givingoperators tools to mitigate such risks. Theseon-going developments are already feedinginto GCF’s Certification Criteria.

Understanding these developments andensuring their devices are compatible withthem will help M2M device manufacturersprotect themselves.Unsuccessful devices aren’t good for the

industry: as well as damaging the reputationof their manufacturers, they can also damagethe brands of the operators over whosenetworks they were intended to connect.While there is a cost to certification, thefinancial and reputational cost of a faileddevice will almost certainly be higher.The ability to benchmark interoperability

will continue to be important even asoperators play a less prominent role inmarketing devices and the proportion of“open market” sales increases. After-salessupport costs for poorly performing devicescould rapidly erode margins for independentdistribution channels. As a scheme that has been designed “by

the industry, for the industry”, GCFcertification has made a significantcontribution to the global expansion andsuccess of the mobile industry. A GCF TaskForce is currently analysing howCertification can best contribute to thesuccess for M2M and IoT. GCF welcomesinput and insight from any organisation withinterests in this growth sector.

Industry analysts are predicting thatthe number of “things” connected tomobile networks could vastly exceedin-service mobile phones by the end ofthe decade. Machine-to-machine(M2M) and the Internet of Things (IoT)open up many exciting opportunities -for traditional mobile players, newentrants and for society at large.

Comparison of global device sales against device certifications


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FEATURED INTERVIEW | DEVICESCAPE

Advances in Wi-FiProvisioning Enable NewDisruptive Cellular Services

Dave Fraser, CEO of Devicescape

MOBILE WORLD DAILY (MWD): WE SAW SOME WI-FIANNOUNCEMENTS FROM BIG NAMESLIKE APPLE AND T-MOBILE LASTYEAR. HOW WOULD YOUCHARACTERISE 2014 IN TERMS OF WI-FI AND ITS PLACE IN THE INDUSTRY?

Dave Fraser (DF): 2014 saw the beginning ofa shift that will result in Wi-Fi becoming amainstream part of the connectivity mixemployed by the majority of mobile operators.As LTE was coming online, many voices in theindustry were saying that it would kill the needfor Wi-Fi, but that didn’t happen. Certainly theintroduction of LTE has led to a huge increasein the amount of cellular data that smartphoneusers consume. But over the same period therehas also been enormous growth in the amountof data consumed over Wi-Fi; in fact, Wi-Finow accounts for the majority of smartphonedata consumption. When John Legere [CEO of T-Mobile USA]

announced his Wi-Fi Un-leashed plan lastyear, he compared it to adding millions of celltowers to his network in a single day. It wasan acknowledgment that the delivery ofcoverage and connectivity is more importantthan the means by which they are delivered. It’s also true that Wi-Fi Calling generated a

lot of headlines, particularly theannouncement from Apple. The adoption ofWi-Fi calling, by operators worldwide as wellas Apple, reflected this recognition of theimportance of Wi-Fi in a changing wirelessenvironment. T-Mobile and Sprint now allow

Wi-Fi Calling on selected smartphones, andAT&T and Verizon in the U.S. and EE in theUK have followed suit. 2014 was also the year of the Wi-Fi First

movement, which is a huge disruptivedevelopment. In Wi-Fi First we see newmodels for wireless connectivity provisionbeing exploited by new players in the market. Ithink this movement will further showcase thestrengths of Wi-Fi, increasing its appeal toexisting mobile operators yet further. So Wi-Figrew in importance for everyone last year.

MWD: DO CABLEVISION'S'FREEWHEEL' SERVICE ANDREPORTS THAT GOOGLE PLANS TOGO AHEAD WITH AN MVNO SERVICETHAT WILL COUPLE CELLULAR ANDW-FI POSE A SIGNIFICANT THREATTO OPERATORS?

DF: The potential of the threat cannot beunderestimated. Consider what these movestell us: First, they remind us that mobileoperators don’t have exclusivity over theprovision of smartphone connectivity. In thelast few months at Devicescape we have hadjust as many enquiries from newcomers asfrom traditional mobile operators. Second,they show that pure cellular isn’t the only wayof providing that connectivity. These newplayers and others like them are starting witha clean slate, rethinking the concept ofwireless service. They all seem to concludethat providing a total smartphone connectivityexperience requires both cellular and Wi-Fi.

These developments also show thatdisruption in the market is coming fromheavyweight brands as well as small start-ups.And a company like Google is clearly in aposition to subsidize a low price point withrevenue from other services. So the potential threat is substantial. But

the impact it has on mobile operators willultimately depend on how they react. Thebenefits of Wi-Fi—particularly public Wi-Fi—are no less available to mobile operatorsthan to this new breed of competitor. Theextension of indoor coverage at a great pricepoint, the ability to offer connectivityappropriate to the user’s immediatecircumstances, these are serviceenhancements that mobile operators caneasily effect with Wi-Fi.So we expect that the real impact of these

disruptions will be that the clear majority ofplayers in this market will start to think of theservice they provide in terms of connectivityfirst, and underlying technology second.

MWD: HOW CAN OPERATORS USEPUBLIC WI-FI TO THEIR ADVANTAGEIN AN INCREASINGLY COMPETITIVEENVIRONMENT?

DF: It’s important to understand the scaleof this resource. The growth of public Wi-Fi,particularly what we call ‘amenity Wi-Fi’,offered by businesses to their customers forfree, is a global industry megatrend. Look atthe U.S. as an example: Free amenity Wi-Fi inthe U.S. is available at 99% of airports, 95% of

hotels, 71% of stadiums and conventioncentres, 72% of museums, 68% of cafes andbars, and 69% of fast food outlets. It’s a hugeresource. It’s also highly flexible, which means

operators can use it to meet a range of needs.Some mobile operators are still interested inWi-Fi for capacity offload, some for coverageexpansion. For others the focus is on ensuringthere’s a backup in place when the cellularnetwork drops in performance, maybebecause of network load, or because the useris indoors and out of range. More advancedoperators are looking at an Always BestConnected approach that moves the userbetween LTE and Wi-Fi according towhichever network can provide the bestconnectivity at all times. Amenity Wi-Fi hasoperators covered in all of these situations.More broadly, mobile operators need to

move from seeing themselves as cellularnetwork providers towards seeing themselvesas mobile connectivity providers, able to usethe most cost-effective and efficient networksavailable. Smartphone data consumption isgrowing fast and the vast majority of usageoccurs indoors, where it is more challengingfor operators to provide the same quality ofcellular coverage as they do outside. As T-Mobile has shown, operators can take

advantage of changes in the public Wi-Filandscape and technology developmentssuch as Wi-Fi Calling, to quickly ramp updata service coverage and meet latentcustomer demand. And it can be done costeffectively.

The spread of 4G LTE networks and the rapid adoption of smartphones and tablets have spurred consumer demand for increasing amounts of mobile data.Now Internet companies such as Google and cable operators are looking to provide access services to meet the increasing appetite for wireless connectivity.And they plan to use Wi-Fi to help them do so. Dave Fraser, CEO of Devicescape, which provides managed access to a virtual network of public amenity Wi-Fi hotspots, tells Mobile World Daily how changes in Wi-Fi provisioning are creating new disruptive wireless business models and how mobile networkoperators can use these forces to their advantage.


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DEVICESCAPE | FEATURED INTERVIEW

MWD: OPERATORS SPEND BILLIONSIN SPECTRUM AUCTIONS TO ENSURECONTROL OVER THEIR NETWORKSAND THE QOS THEY OFFER THEIRCUSTOMERS. IN CONTRASTDEVICESCAPE USES PUBLICLYACCESSIBLE WI-FI HOTSPOTS. HOWDO YOU ENSURE QUALITY OFSERVICE AND SECURITY?

DF: We are extremely careful when selectingthe Wi-Fi networks we use. We monitorhundreds of millions of Wi-Fi hotspots foravailability, quality, and security in real time, andonly 10% of those we monitor make the gradefor inclusion in what we call our Curated VirtualNetwork (CVN) of amenity Wi-Fi locations. Wethen use sophisticated policy controls toconnect users to CVN locations, based onparameters set by the operator that reflectwhichever of the business needs we discussedearlier that they are looking to address. We also measure quality of experience at

the device level, across LTE and Wi-Fi. This

provides a more precise picture of theperformance and reliability of a network, and,therefore, a customer's quality of experience,than if we measured congestion only at thenetwork level. Obviously security is an important feature for

operators, and we do multiple things to improveit across public Wi-Fi. Most recently weannounced Safetynet Curator, which is anautomated Virtual Private Network (VPN)connection that encrypts all IP traffic to and fromthe user’s device when accessing the Internet.

MWD: HOW EXTENSIVE ISDEVICESCAPE'S CURATED VIRTUALNETWORK? WHAT ARE YOUR PLANSFOR GROWTH IN COVERAGEWORLDWIDE?

DF: The network is crowd-sourced, so itgrows fast wherever we have devicesdeployed, depending on the availability ofamenity Wi-Fi in each region. Currently wehave a network of 20 million hotspots, but this

is only the beginning. Until eighteen monthsago, we were primarily in the U.S. Now we arebecoming established in Europe, where we areexpanding both the reach of our virtualnetwork and our customer base. We wereexcited to announce Virgin Media as a UKcustomer last year, and we’re hoping to be ableto announce more top- tier customers as wecomplete the many trials presently underway. As this space evolves rapidly, we foresee

our network growing five- or ten-fold in thenext five years across several geographies.

MWD: YOU PUBLISHED A'MANIFESTO' DOCUMENT AHEAD OFTHE SHOW. WHAT WAS THETHINKING BEHIND THAT?

DF: The manifesto, called Connectivity First,is our way of setting out why and howoperators must put connectivity ahead oftechnology. Instead of taking a black and whiteapproach to the world, where the operator'scellular network is on one side and Wi-Fi Firstand even Wi-Fi only networks are on the other,operators should focus on providing the bestservice possible to the end user. If that meansusing amenity Wi-Fi to provide indoorcoverage, then that is what they should do.The figures speak for themselves. Before

operators adopt our service, public Wi-Fitypically accounts for 0 – 2% of a user’ssmartphone data consumption. Afterdeployment, this rises ten-fold, which meansthat public Wi-Fi usage typically leaps from40 – 50MB/month for an average user to

450MB/month. That translates to both bettercustomer experience and potential savings oninfrastructure costs.

MWD: WHAT PLACE WILL WI-FI PLAYIN THE OPERATOR'S ECOSYSTEM ASTHE INDUSTRY MOVES IN THEFUTURE TOWARDS 5G?

DF: 5G still feels some distance away,whereas enormous, important changes aretaking place in user behaviour, and in theindustry, right now. Operators need to meetthe demands being made on mobile datanetworks by their customers. But at the sametime as operators are striving to provide morebandwidth, they are struggling to differentiateand facing price wars as companies likeGoogle come into the space. The problems ofdemand are all about the here and now, andWi-Fi will play an increasingly important rolein meeting those requirements.

“In the last few months at Devicescape we have had justas many enquiries from newcomers as from traditionalmobile operators... These new players ... are starting witha clean slate, rethinking the concept of wireless service.”

“The clear majority ofplayers in this market willstart to think of the servicethey provide in terms ofconnectivity first, andunderlying technologysecond.”


MWC15 Daily DAY2_DAY1 23/02/2015 21:17

Gary Miles, General Manager for Advanced Technologies and Strategic Initiatives, Amdocs

FRAGMENTATION | AMDOCS

Cracks in theInternet

New developments such as the Internetof Things and WebRTC heralded asthe Internet’s next major strides

forward will not be nearly as successful asthey could be if we do not solve thisfragmentation problem, both for the servicesthey offer and for the underlying dataassociated with these services. Practically, the only way to solve this is for

the industry to adopt new open standards andopen source technologies which specificallyaddress this fragmentation problem. Severalnew initiatives are now underway which showreal promise to this end, and are gainingadoption among both the grassroots andmainstream Internet players.

BARRIER 1: FRAGMENTED SERVICESSome of us may remember when it wasimpossible to send emails to the majority ofother email users. Email was not a universalstandard and was instead broken into severalsiloed communities. Can you imagine thistoday? Probably you can, as we see the samesituation with the various instant messagingand VoIP apps on the market: none of themtalk to one another. Viber users can't sendmessages to WhatsApp; Skype can't placecalls to FaceTime. The IoT is clearly fragmenting on the

service layer as well. The only way to collatedata from my Fitbit wristband and myWithings heart-rate sensor is to aggregatedata from their proprietary APIs into anothersilo. Meanwhile many of the largercompanies are creating vertical silos, be itIBM’s IoT cloud, Apple HomeKit, LogitechHarmony, etc.

WebRTC faces the same dilemma.Thousands of sites are adding VoIP/Videocalling functionality � but none of them caninteroperate. Calling someone via WebRTCrequires sending them the URL of a WebRTC-enabled website, which they are then forcedto use. But why should they be forced to usethe service you picked? Imagine if you couldonly read email using the same service(Gmail, Yahoo etc.) that it was sent from – itwould be a terrible experience. Yet this is thedirection WebRTC is currently headed.

BARRIER 2: SILOS OF CUSTOMERAND SERVICE DATA The single biggest inhibitor to innovation onthe Internet today is that there is no way for aperson or service to securely publish data inreal time and allow for the safe sharing of thisdata across all services the data owner hasauthorized.For example, individuals’ conversation

history or health data are trapped in differentsilos. Everyone wants to own this data andmeanwhile the consumer is rarely in aposition to use it freely and securely. Aperson’s heart-rate and athletic activity datashould not be lost when their current devicesare replaced with the ever-latest new gadgets.An individual’s driving history should not betied to a specific car or insurance provider.IoT devices record our life, and our life shouldbe accessible to us, and only us, for theduration.

SO HOW CAN THIS BE SOLVED?Fixing this situation is unashamedly hard.

Thankfully there is a precedent for this: theWeb itself.The Web empowers users to consume data

and services from a completely open,federated ecosystem with total choice,creating an industry where federationbetween different browsers, vendors andplatforms is accepted as table stakes. Had theWeb been created by for-profit companies it

would clearly have fragmented and failed.Just imagine a world where the only contenton the Web lives in the respective walledgardens of AOL and Compuserve.So how does one create an equivalent open

ecosystem for sharing arbitrary real-timedata? The Web provides a consistentinterface for consuming data: you just visit aURL. But there is no consistent way topublish data: you have a myriad ofinconsistent APIs for different blog engines,message boards, cloud services, DAV servers,SFTP servers, etc. Matrix.org is a new open source and non-

profit project addressing the issue with a verypragmatic and novel approach. Matrixdefines a persistent data layer for the Web,with open federation, strong cryptographicguarantees, eventual consistency and pushsemantics. Like the Web, Matrix can be used for many

purposes. The “missing link” ofinteroperable calling between WebRTC silosbecomes as simple as a single HTTP PUT toinvite the callee, and a single HTTP PUT forthem to answer. Meanwhile, OTT messagingapps can finally federate by synchronizingtheir conversations into Matrix; letting usersown their history and select their preferredapp and service. And most interestingly, the Internet of

Things can use Matrix as a vendor-neutral dataexchange service – a secure data lake wheredevices, hubs and services can share datawhile the user retains exclusive ownership. IoThardware manufacturers can simplify theirworld immensely by leveraging Matrix forinteroperable data transport and persistence,letting them concentrate on the hardware.The Matrix standard specifies simple

RESTful HTTP APIs for securely transmittingand replicating JSON data between Matrix-capable clients, servers and services. Clientssend data by PUTing it to a ‘room’ on theirserver, which then replicates the data over allthe Matrix servers participating in this ‘room’.

The replicated data is signed using ablockchain-style signature to mitigatetampering, and the federated traffic isencrypted with HTTPS and signed with eachserver’s private key to avoid server identityspoofing. Replication follows eventualconsistency semantics, allowing servers tofunction even when offline or after data-lossby resynchronizing missing history fromother participating servers. End-to-endencryption is being defined, ensuring data atrest is encrypted and only readable by theroom participants.The end result is that data transmitted over

Matrix is never stored in any single place, and isinstead securely shared on a purely need-to-know basis between relevant parties, withcontrol of access residing solely with the author. Matrix only entered beta in December, so

it’s early days – but there is a groundswell ofadoption around this standard. Indeed,Matrix may provide the disruption needed tochange how we share data on the Internet,opening a new age of services which areforced to retain users through quality ratherthan by holding their data hostage. Let’s overcome the barriers of service

fragmentation and data silos, and unleash theInternet’s potential for innovation once more:industry giants and startups alike willtogether benefit both from collaboration andfreer competition.

Recently, the Internet has begun toshow a disturbing trend: it is startingto fragment. This fragmentation isnot good for consumers or theindustries which have benefited somuch from the Internet’s open,ubiquitous capabilities.

“Imagine if you could onlyread email using the sameservice that it was sentfrom – it would be aterrible experience. Yet thisis the direction WebRTC iscurrently headed.”


MWC15 Daily DAY2_DAY1 23/02/2015 21:18

DEVICESCAPE | CONNECTIVITY FIRST

Connectivity First:Mapping TheLandscape

How do you paint the ConnectivityLandscape? For decades mobileoperators have relied on coverage

maps, which necessarily simplify a complexreality into an easily digestible picture,presented as evidence of availableconnectivity. Their usage has been sustainedby the rollout of every new generation ofnetwork technology, with islands of 3Gsuperimposed on saturated 2G maps, and theprocess repeated with the introduction of LTE.Unfortunately, from day one, these maps

aggravated those end users whose experienceof connectivity contradicted the picturesthey’d been given. Intended to marketnetwork strengths, coverage mapssimultaneously exposed network weaknesses. The biggest problem with these maps, of

course, is that they ignore an entiredimension of the user’s real world. Theconnectivity landscape they depict is flat andfeatureless. In life, that landscape is crammedwith buildings that create havoc forsmartphone users, and the mobile operatorstrying to keep them connected. These mapshide literally millions of uncomfortable truthsbeneath their blanket cellular coverage. Provision of indoor coverage is the most

daunting connectivity challenge facing mobileoperators today. Every building footprintrepresents an area on the coverage map thatis fortified against cellular penetration. Worse,the total indoor coverage requirement for anycity is every one of those areas replicated foreach floor of the building it represents. A five-storey building requires coverage that is fivetimes’ its ground level footprint.This is a total coverage area that, for any

city, is substantially larger than the city itself !Look at Metropolitan New York—it containsmore than a million buildings.Current generation mobile networks

provide excellent bandwidth and, at least inurban areas, good outdoor coverage. But theyare all constrained when it comes toreplicating that quality of coverage indoors,particularly inside large commercial buildingssuch as shopping malls, large retail stores,and hospitals. As users move indoors, theyoften find themselves transported from thewonders of LTE back to the bad old days of2G and early 3G.But what does this experience actually look

like to an end user going about their day?In a recent experiment I walked a loop

around the inside of a large, newly built retailoutlet here in the U.S. while monitoring theLTE signal quality. Immediately uponentering, the LTE signal began to rapidlydegrade. By the time I reached the middle ofthe building, the phone dropped LTEcompletely, reverting to a weak 3Gconnection that delivered barely any datathroughput at all.Worse, the handset didn’t attempt to switch

back to LTE until I was outside the storeagain, leaving me with low speed data for theremainder of the visit. For an industry strivingto increase dependence on wireless dataconnectivity, this represents a poor effort. Iwas effectively disconnected, and my mobileoperator was doing nothing to help me.The retailer in question provides in-store

Wi-Fi, free to customers once they have beenforced to navigate a click-through portal togain access. Monitoring the Wi-Fi signalstrength of the connection during the samewalk through the store showed that there wasgood coverage throughout. What’s more, theWi-Fi network provided an averagethroughput of 5 Mbps for the duration of myvisit—comparable to the LTE performance Imeasured in the area just outside the store.

Of course, the Wi-Fi signal strengthdropped off quickly as I left. But I didn’t needit outside the building; I had a first-rateconnection. Outside and on the move cellulardoes the unbeatable job it was designed to do.Indoors, Wi-Fi is simply more effective andmore abundant more of the time. This is thereality that end users face every day. The connectivity landscape is becoming

just as tightly packed with Wi-Fi as the actuallandscape is with buildings. Wi-Fi isincreasingly prevalent in homes and offices,but these deployments represent just afraction of the total coverage reach itprovides. The most significant growth hasbeen that of amenity Wi-Fi, offered bybusinesses as a free service to theircustomers. It has altered the connectivitylandscape in a truly fundamental way.Because it is deployed to attract and retain

smartphone users, amenity Wi-Fi fills out theconnectivity landscape in precisely the placeswhere users spend their time. Here in the U.S.,free amenity Wi-Fi is available in 99% ofairports, 95% of hotels, 71% of stadiums andconvention centres, 72% of museums, 68% ofcafes and bars, and 69% of fast food outlets.It’s a huge resource.

So when T-Mobile USA CEO John Legereannounced his Wi-Fi Un-leashed program lastSeptember, and likened it to adding “millionsof towers” to his network, he wasn’t wrong.When the true connectivity landscape is

painted, filling the picture with Wi-Fi as well ascellular, it becomes clear that indoor coverage,like outdoor coverage, is actually in plentifulsupply. So the best way for operators to meetthe challenge of providing indoor connectivityis to bridge the gap between their excellentoutdoor coverage and the excellent indoorcoverage that already exists thanks to Wi-Fideployments. It’s all just connectivity, after all. In the store where I measured LTE and Wi-

Fi performance, a consistent quality ofconnection was available both indoors andout. The only problem was that I had tomanage the process of transition myself. Successful mobile operators will be those

that start thinking about Connectivity First;those that connect the user wherever they arein the landscape, using the best technologyavailable in the moment. By doing so they willnot only be in a position to give theircustomers a more realistic map of theconnectivity landscape, they will actually behelping them to navigate their way through it.

The connectivity landscape is complexand crowded, with huge variationbetween indoor and outdoorlocations. As a real-world walk-through shows, end users need helpto navigate their way through it.

John Gordon, CTO, Devicescape

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MWC15 Daily DAY2_DAY1 23/02/2015 21:18

With a portfolio that includes young-skewing entertainment brands – such as ComedyCentral, MTV and Nickelodeon – Viacom sees the growing appetite amongst our targetaudiences for consuming our music and entertainment content via mobile connecteddevices, including both short-form and long-form video. An increasing percentage of online engagement with our brands is occurring via mobile

devices. In the UK, for example, in the second half of 2014, almost 45% of all video views ona re-launched and mobile-optimised mtv.co.uk were via mobile compared to just 3% in thesame period in 2013. The total number of mobile video views increased more than 2,000%year on year in 2014, numbering in the tens of millions. This trend isn’t restricted to MTV’s mobile-addicted millennial audience. Pre-teens are

less likely to own a smartphone than older friends and siblings, but a significant percentageof them are using tablets to view video online. And adults are getting in on the act too, witha quarter of Comedy Central’s online video views in the UK coming via mobile in 2014compared to less than a tenth the year before. Mobile network operators are tracking the same trends and coming to the same

conclusions about demand amongst their most valuable demographic groups for mobileentertainment. With the rise of social media and messaging apps impacting revenues fromvoice and SMS and with intense competition in every market, operators are becomingdistributors of premium entertainment content as a means to differentiate their offering tonew customers, build customer loyalty and to increase data usage and drive up ARPU. So,for example, Vodafone offers a choice of entertainment offerings in the UK – such as SkySports Mobile TV or a Now TV pack containing live channel streams of MTV, Nickelodeonand Comedy Central – as an incentive to sign up to its Red 4G plan. While network operators lead the way, device manufacturers are also becoming

entertainment distributors, looking to pre-load applications for competitive differentiation. Viacom’s mobile strategy is evolving to take advantage of this consumer demand and new

mobile distribution opportunities for its entertainment content. It would be premature forViacom to adopt a ‘mobile first’ strategy, given the enormous consumption of our contenton the silver screen and the flat-screen. That’s why linear pay TV will continue to be theprimary window for our premium content, giving our existing affiliate partners andsubscribers first access to our freshest and most popular entertainment. Viacom is workingwith many of these partners to satisfy subscriber demand for mobile ‘TV Everywhere’services giving access to content from all our brands anytime, anywhere, on any device.Increasingly, however, we are also partnering with mobile network operators to launch

branded over-the-top (OTT) products, primarily targeting non-pay TV subscribers but alsoexisting pay TV subscribers who want additional, more flexible access to a selection of ourcontent. These services offer on-demand access to our content libraries but with someprivileged access to premium content as an incentive to subscribe. Our mobile partners arenot only able to license our brands but also access cross-promotional support from ourinternational network of TV channels and digital propertiesOne such service Viacom will be debuting at the Fira Gran Via is MTV Play, an OTT video-

on-demand (VOD) application offering access to 1,500 hours of MTV’s global entertainmentcontent, including premiere episodes of some of its biggest TV hits, such as the upcomingseason of Catfish, in advance of their transmission on linear pay TV. MTV Play is designedfor mobile viewing, although the content can be accessed on any connected device,including leading gaming consoles and smart TVs, as well as being compatible with anyoperating system. Proprietary technology developed by our platform partner, Vigour, allowsusers to transfer content seamlessly from one connected device to another and without anypause in viewing. Users can also use their smartphone as a remote control when viewingon other devices. From launch on 5th March, the application will be available free tosubscribers to MTV Mobile tariffs from our network partners in Germany, Switzerland andRomania. Viacom will also make it available as a direct-to-consumer (D2C) subscriptionoffering at a cost of €2.99 a month, and we are exploring pay TV deals that would includeauthenticated access to MTV Play.

Another new OTT VOD service, called Noggin, featuring a wide selection of pre-schoolcontent which is no longer airing on our Nickelodeon TV networks, was recently announcedin the U.S. and is due to be rolled out internationally this year. Our OTT mobile offering is not restricted to video-on-demand, but also encompasses

music. In partnership with MusicQubed, Viacom is launching a mobile digital music service,MTV Trax, tailored for pre-pay customers and casual music fans who may be put off by thehigher price tariffs and complexity of ‘all you can eat’ streaming services. We believe MTVTrax is a new ‘play-as-you-go’ concept in premium digital music services – offering casualmusic fans one-touch access via their smartphones to the hottest, hand-picked music fromtheir favourite pop stars with flexible and affordable price points. The service has a focuseddaily offering of tracks organised into playlists curated by MTV. MTV Trax is due to launch inNew Zealand in partnership with a leading network operator and is also being launched asa direct-to-consumer subscription service in the UK on 3rd March.The mainstreaming of mobile media is an opportunity for all of us. For entertainment

companies, like Viacom, mobile extends the reach of our content and brands bothgeographically and demographically. For mobile network operators, access to premiumentertainment increases the range of products and services their subscribers buy fromthem and, ultimately, deepens the value of each customer.

Bob Bakish will be speaking at a session about Content Evolution for the Multi FormFactor Future on Tuesday March 3rd at 2p in Auditorium 5, Hall 4

Mobile World Congress in Barcelona has gone from being a footnote to ahighlight in Viacom’s annual calendar. That a mobile industry gathering hasbecome such a crucial business forum for a global entertainment company tellsa tale about the rapidly converging media and technology context we all findourselves operating in.

ADVERTORIAL

Bob Bakish, President and CEO, Viacom International Media Networks


MWC15 Daily DAY2_DAY1 23/02/2015 21:18

MWC15 Daily DAY2_DAY1 23/02/2015 21:18

CUSTOMER EXPERIENCE | CA

Research – Mobility:Why Your Customers Aren’tSatisfied 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 have

never been higher, and you can lose acustomer in a split second if you have notfocused on optimizing the entire customerexperience.CA technologies recently sponsored

research 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 what

organizations 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 improving

and 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. It’s clear mobility projects cannot thrive in anad hoc environment—they 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 doesn’t 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.


MWC15 Daily DAY2_DAY1 23/02/2015 21:18

MVNOS | ANALYSIS

How MVNOs targetdifferent market segments

Calum Dewar, Forecasting Manager, GSMA Intelligence www.gsmaintelligence.com

The number of MVNOs in operationworldwide rose to almost onethousand by the end of last year, due

to regulatory policy designed to increasecompetition and a growing interest in theMVNO market from ecosystem players suchas ISPs and device manufacturers, newresearch from GSMA Intelligence has found.Regulators have been particularly active in

Europe, which is home to two thirds ofdomestic MVNOs, with the EuropeanCommission having begun applyingconditions on MVNO access beforeapproving mergers between operators.Meanwhile, internet players such asWhatsApp and Alibaba and devicemanufacturers including Xiaomi have alllaunched MVNOs in the last year, andemerging asymmetric business models (e.g.the rumoured entry by Google in to theMVNO market) could potentially provedisruptive.As of the end of 2014, the world’s mobile

network operators (MNOs) host 992 mobilevirtual network operators (MVNOs) and 260MNO sub-brands. This represents a total ofmore than 1,250 mobile service providersworldwide hosted by MNOs, in addition totheir own core brands. Our research showsthat MVNOs remain most prevalent inmature markets where penetration (based onconnections) has surpassed one hundred percent. Europe is home to two thirds ofdomestic MVNOs (585), followed by Asia

Pacific (129) and North America (107). Bycontrast, the MVNO sector remains in itsinfancy in Sub-Saharan African markets withjust eight MVNOs across the region.‘International’ MVNOs, i.e. those that targetroamers and thus operate across multiplemarkets, make up ten per cent of globalMVNOs.

MVNO MARKET SEGMENTATIONGSMA Intelligence has identified eightseparate categories of MVNOs, namelydiscount, telecom, media/entertainment,migrant, retail, business, roaming and M2M.‘Discount’ and ‘telecom’ (i.e. an MVNO thatforms part of a range of telecom servicessuch as fixed phone and broadband) are themost prominent types of operation,accounting for 47 per cent of the globalMVNO market, while 18 per cent are ownedby companies from adjacent industries (e.g.retailers, banks, TV or media organisations),leaving 35 per cent of the market tospecialised providers focused on segmentssuch as business, migrant, M2M and roamers.Globally, 93 MVNOs offer data-only servicesvia dongles, tablets etc., accounting for nineper cent of the market.Media/entertainment and retail MVNOs

have generated a considerable number ofconnections as many operate under well-known brands that reach beyond thetelecoms industry. So while these categoriesrespectively account for just eight per centand ten per cent of MVNOs worldwide, bothinclude large standalone operations in termsof connections. For example, in themedia/entertainment sector, Virgin Mobilereported more than 3 million connections for

its UK brand in Q3 2014, while in retail, Italy’sPosteMobile had 3.2 million. However, it isimportant to point out that a number of high-profile brands such as BestBuy, Time Warnerand Comcast have tried and failed in theMVNO market, eventually closing or mergingtheir operations. Indeed many MVNOs havegone out of business in recent years due tothe low margins and highly competitivenature of the market, especially in Europe.

OPERATOR SUB-BRANDS GSMA Intelligence has also recorded 260MNO sub-brands spread across 56 countries.Sub-brands differ from MVNOs in that theyare wholly-owned and operated by theirMNO parent, despite being marketedindependently of that MNO. Some MVNObrands also operate as MNO sub-brands;those that have international presenceinclude Virgin Mobile, which is a sub-brandin Australia, Canada, India and the US, andRed Bull Mobile, which can be found inAustria, Belgium, Hungary, Poland, SouthAfrica and Switzerland.Some 48 per cent of sub-brands offer

prepaid tariffs only, while the proportion thatare contract-only stands at 21 per cent. Sub-brands tend to be focused on prepaid tariffsas, like MVNOs, they are used by operators toattract new customers in lower pricesegments without diluting their core brandproposition or exposing it to excessive pricecompetition. As such, the use of sub-brandsis a strategy that tends to be limited to

mature, saturated markets in Europe, NorthAmerica and Asia Pacific – the averagepenetration rate for countries that featuresub-brands stands at 127 per cent. In terms ofcategories, discount, media/entertainmentand retail take the largest share of the sub-brand market with 38 per cent, 23 per centand 16 per cent respectively.

THE ROLE MVNOS PLAY IN DRIVINGOPERATOR GROWTHMVNOs are an attractive strategy to MNOsfor several reasons. They can use them togain more customers through differentbrands, increase their market share in maturemarkets, expand into niche segments, andalso generate additional revenue from leasingout their networks. Our research found that for the 14 MNOs

that report hosted MVNO connections,MVNOs made up 12 per cent of totalconnections on average as of Q3 2014.However, MVNOs support MNO connectionsgrowth to varying levels. For example, as amarket where handsets are largelyunsubsidised and 48 per cent of connectionsare on prepaid tariffs, Belgium is a countrywhere MVNOs are well positioned toinfluence MNO growth, and MVNOconnections accounted for a third ofMobistar’s 4.6 million connections in Q32014. Conversely, in Finland, where justseven per cent of the connections base isprepaid, only two per cent of DNA’s 2.5million connections were MVNOs.

Almost one thousand MVNOs were inoperation in 2014, according to newGSMA Intelligence data, targetingdistinct customer segments

ABOUT GSMA INTELLIGENCE

GSMA Intelligence is the definitive source of global mobile operator data,analysis and forecasts; and a publisher of authoritative industry reportsand research. Our data covers every operator group, network and MVNOin every country worldwide – from Afghanistan to Zimbabwe. It is themost accurate and complete set of industry metrics available, comprisingtens of millions of individual data points, updated daily.GSMA Intelligence is relied on by leading operators, vendors, regulators,financial institutions and third-party industry players, to support strategicdecision-making and long-term investment planning. The data is used asan industry reference point and is frequently cited by the media and bythe industry itself. Our team of analysts and experts produce regularthought-leading research reports across a range of industry topics.

12%

11%

8%

21%

10%

8%

26%

4%

38%

3%11%

16%

8%

23%

DiscountCellular M2MBusinessMedia/entertainmentMigrantRetailRoamingTelecom

MVNO

Sub-brand

2014

Market segmentation by category, MVNOs and sub-brands, global, 2014

Source: GSMA Intelligence


MWC15 Daily DAY2_DAY1 23/02/2015 21:18

ANALYSIS | NETWORK COVERAGE

Mobile broadband reach expanding globally

Andrey Voltornist, Analyst, GSMA Intelligence www.gsmaintelligence.com

New research from GSMA Intelligencepredicts that more than four out offive people worldwide will have

access to 3G networks by 2020 (up from 70per cent today), while 4G networks will coverover 60 per cent of the global population bythis point (up from 25 per cent today). Moreconsumers worldwide have access to mobilebroadband networks that support downloadspeeds that have been continuouslyincreasing since the launch of the first3G/WCDMA network in 2001 and the first4G/LTE network in 2009.This data measures mobile broadband

network coverage as a share of population foreach country worldwide where 3G and 4Gnetworks have been commercially launched,including forecasts to 2020. The data notablyshows that 4G networks are rolled out at afaster pace than 3G networks; while it tookten years for 3G network coverage to reachhalf of the global population, it will take 4Gnetworks eight years after launch to reach thesame milestone - therefore reaching this levelin 2017. Several factors impact thedeployment of mobile broadband networks,

notably the timely allocation and assignmentof required 3G/4G spectrum in each country,as well as macro-economic conditions thatcan influence investment decisions.

3G NETWORK ACCESS IS BECOMINGUBIQUITOUS To date, 649 operators have commerciallylaunched 3G networks across 217 countries,covering over 70 per cent of the globalpopulation. In developed economies, 3Gcoverage surpassed 95 per cent of thepopulation in 2011, against almost two thirdsof population in developing economies in2014. It is important to note that thedeployment of mobile broadband networks incountries with large population sizes influencecoverage results at regional and global levels.3G networks were only launched in late2007–early 2009 in countries such asBangladesh, Brazil, China, India, Nigeria,Pakistan and Russia — where almost 50 percent of the global population is located.In Asia Pacific, 3G coverage will increase

by approximately 20 percentage pointsbetween 2014-18 to reach 90 per cent of theregion’s population. Meanwhile, 3G networkscurrently cover 97 per cent of the populationin the European Union. This region witnesseda wave of 3G deployments since the launch of

3 (Hutchinson) in the United Kingdom, Italy,Sweden, Denmark and Austria in 2003. By theend of 2005, 66 operators had commerciallylaunched 3G networks, providing coverage toover 40 per cent of the EU population. Inearly 2009, three out of four people living inthe region had access to 3G services with 97per cent of all operators in the region offering3G networks and services.

4G NETWORK COVERAGE EXPANSIONIS ACCELERATING There are currently 335 mobile operators thathave commercially launched LTE networksacross 118 countries worldwide. The numberof operators is forecast to almost double overthe next three years to reach close to 600operators in 156 countries. In developedeconomies, 4G coverage has already reached

over 80 per cent of the population inDecember 2014, while in developingeconomies 4G coverage stands at just above10 per cent of the region’s population. It isexpected that deployments across countriesin Latin America and Asia Pacific will driveglobal 4G coverage over the next five years.The early allocation of spectrum in the

Digital Dividend band (700 MHz) andprogrammes to expand coverage in ruralareas helped to position the US as one of themost advanced 4G markets in the developedworld. The FCC assigned LTE spectrum in700 MHz in 2008, which allowed operators todeploy base stations early and commerciallylaunch LTE services having reached initialhigh coverage rates – notably with VerizonWireless covering 35 per cent of the USpopulation at launch in Q4 2010.

3G networks are now ubiquitous inmany markets and 4G networks arebeing deployed at an even faster rate

ABOUT GSMA INTELLIGENCE

GSMA Intelligence is the definitive source of global mobile operator data,analysis and forecasts; and a publisher of authoritative industry reportsand research. Our data covers every operator group, network and MVNOin every country worldwide – from Afghanistan to Zimbabwe. It is themost accurate and complete set of industry metrics available, comprisingtens of millions of individual data points, updated daily.GSMA Intelligence is relied on by leading operators, vendors, regulators,financial institutions and third-party industry players, to support strategicdecision-making and long-term investment planning. The data is used asan industry reference point and is frequently cited by the media and bythe industry itself. Our team of analysts and experts produce regularthought-leading research reports across a range of industry topics.

Mobile broadband coverage reach, global, 2009-2020

Source: GSMA Intelligence


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With 200 million fewer women than men owning mobile phones in low- and middle- income

countries, the Summit will discuss recommendations on how to ensure women access and

use phones on par with men in these markets, unlocking a potential $170 billion market opportunity by 2020. The Summit will also explore the opportunities for, and the role of

women in the global mobile ecosystem, and will demonstrate how women can support the

aspirations of the industry.

Please join us for a day of sharing new research and insights, showcasing practical

opportunities for action and building a more inclusive future for women and mobile.

To download the full reports, please visit www.gsma.com/connectedwomen

The Connected Women Summit at Mobile World Congress 2015 will highlight the

opportunities and challenges for increasing women’s access and usage of mobile technology

and empowering women as leaders in the mobile industry.

The Summit features high level speakers from across the industry, including a keynote

from Renee James, President of Intel, and will discuss the fi ndings of two ground breaking

reports on women and mobile: Bridging the Gender Gap: Mobile access and usage in low- and middle-income countries and Gender diversity in the telecommunications sector. CEOs from a diverse set of mobile network operators will close the summit with practical

recommendations for the industry, promoting greater inclusion of women as consumers,

employees, and leaders.

Attend the Connected Women Summit 2015 inCC2 Auditorium, Upper Level, Hall 2, Gran Fira

Wednesday 04 March, 8:30 – 12:45Followed by a networking bu� et lunch

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GSMA

CONNECTEDWOMENSUMMIT 2015

WEDNESDAY 04 MARCH, 8:30 – 12:45CC2 AUDITORIUM, UPPER LEVEL, HALL 2

UNLOCKING THE POTENTIAL OF WOMEN AND MOBILE

11:52

MWC15 Daily DAY2_DAY1 23/02/2015 21:18

The Mobile World Centre, located in the heartof Barcelona on Plaza Catalunya -C/Fontanella2, at the corner of Portal de l'Angel- is open tothe public Monday through Saturday from09:00h to 21:30h, admission is free.

DIFFERENT AREAS FOR DIFFERENTMOBILE EXPERIENCESMWCentre’s exhibition showroom introducesvisitors to the latest trends, developmentsand achievements in the mobile industry.Artists, citizens and industry collaborativelyinteract and participate in the creativeprocess, enabling visitors to experienceartistica and technological innovations.

“Music+ Arts” exhibit (October 2014 -February 2015) - an international showcaseof new trends in music, art and digitalculture- exhibited some of the mostinnovative collisions between art and music.The central exhibition New Realities explored the current art and cultural landscapethrough the work of more than 30 artists, designers and musicians from around the globe.The exhibition ran in parallel with a programme of events: Art and music Seminars, audio-visual concerts, and workshops for children, led by professionals, with the aim of unlockingpeoples creativity and imagination by guiding them through an inspiring journey of 21stcentury culture - the digital culture.

During Mobile World Congress 2015, “Connected Beings: How tech makes us better”’ (March– June 2015) offers visitors a reflective experience and journey on the exponential value ofinformation sharing, the use of an environment where objects think and communicate, the magicof new materials connected to our senses, the improvement of our life experience in the publicspace; the coexistence of nature and technology, and the challenges posed by this new revolution.

The second floor auditorium is a dedicated multipurpose area for hosting conferencesand events. The auditorium regularly welcomes celebrities and leaders from outstandingcompanies in the Mobile industry.

School Visits at the Mobile World Centre, aimed at students understanding of how mobileenhances our lives, provides children and schools with a first-hand approach on the use ofmobile technology. Visits are organized on an ongoing basis throughout the year andencourage the discovery and use of mobile technology through an innovative “Learn byPlay” treasure hunt experience.

Mobile World Centre: a partnership with Telefónica

Espacio Movistar, located on the ground floor, is a Telefónica retail area showcasingservices and state-of-the-art technological innovations

Interactive tables and demo areas allow interaction with devices. Espacio Movistar offersa lounge area for technical customer service and mobile repairs.

Mobile World Centre is a public andprivate initiative of the Mobile WorldCapital Barcelona Foundation andTelefonica. Mobile World Centre(MWCentre) is an open platform andexhibition showroom designed toenable community engagement. Aplace where citizens are able tounderstand and experience howmobile is enhancing our lives.

Mobile World Centre

ADVERTORIAL

Community Engagement


MWC15 Daily DAY2_DAY1 23/02/2015 21:18

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Visit the Network 2020 exhibition to discover the many ways in which converged solutions with VoLTE and RCS technology can enrich consumer and enterprise communications.

GSMA Exhibition, Innovation City, Hall 3, Stand 3A06

A richer travel experienceTake a journey of discovery through the rich potential of converged All-IP services

All-IP solutions are the route to a wide range of enriched voice and messaging solutions. The converged capabilities from VoLTE, Video-over-LTE, VoWiFi and RCS with additional IMS based enhancements provide an exciting portfolio of new services. With these, operators can fulfil their customers’ desires for ever-richer communications.

Make sure you’re up to speed with the latest analysis of the significance of mobile All-IP Communications by downloading the GSMAi report – Enriched Calling – www.gsma.com/network2020/IPCommunicationsReport T1

T2

T3 Enriched CallingVoWiFi

Common Core Spec

Software Defined Networks

Mobile Edge Computing

5GNFV Het Nets

Enriched Messaging

‘Green Button Promise’

T5 Future Networks

InterconnectionT4

VoLTE ViLTE

RCS

Mobilising the All-IP Futurewww.gsma.com/network2020

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1A30 1C29

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1H281C20 1E20 1G201E19 1G19

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ON-SITE REGISTRATION / FAST TRACK

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Vending MachinesVending Machines

up

VENTVENTVENTVENTVENTVENTVENTVENTVENTVENT

Meeting Rooms Meeting RoomMeeting Rooms

Meeting Room

2H20

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2K60

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2J612E60 2F60

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2G31

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2A11MR

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2H2

2H31

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2E36

2D40

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2F10 2G112E2

2D25MR

2C16MR

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2C11MR2C9MR

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MR

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2E46

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2A10MR 2C4MR

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2G21

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2F18

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GF13GF12 GF14 GF15

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MR

2K40

Executive Meeting Rooms

FLOORPLANS | HALLS 1 & 2


cient, solar powered rural base station in action, how apps and feature phones

c

1 0 09:22

MWC15 Daily DAY2_DAY1 23/02/2015 21:18

Innovation CityVisit us at the GSMA Innovation City where our Mobile for Development ‘Connected Community’

will showcase the journey from digital, to fi nancial to social inclusion in a rural setting. Come and

see an energy e� cient, solar powered rural base station in action, how apps and feature phones

can provide life enhancing services to rural communities and how e ective emergency response

can be impactful in disaster situations.

GSMA Mobile for Development brings together the GSMA’s mobile operator members, the wider mobile industry and the development community to drive commercial mobile services for underserved people in emerging markets.

SERVING THE UNDERSERVEDTHROUGH MOBILE

E: [email protected] Twitter: @GSMAm4d

LinkedIn: www.linkedin.com/company/3965830 W: www.gsma.com/mobilefordevelopment

Visit the Mobile for Development Connected Communityat the GSMA Innovation City

Monday and Wednesday 09:00 – 19:00,Tuesday 09:00 – 16:30, Thursday 09:00 – 16:00

1

2

3

45

6

8.0 8.1

7

MWC15 Daily DAY2_DAY1 23/02/2015 21:18

VIP Waiting Area

Ref

resh

men

tsP

lasm

aP

lasm

a

Meeting Rooms

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Vending Machines

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Broadcast village

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CS76 CS77

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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.


MWC15 Daily DAY2_DAY1 23/02/2015 21:18

Mee

ting

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ms

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5J41

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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


MWC15 Daily DAY2_DAY1 23/02/2015 21:18

The mobile industry has capacity issues – with thousands of new devices being added to the network every minute, there simply isn’t enough spectrum to cope. Spectrum directly impacts the speed, capacity and reach of mobile broadband services.

2015 is the year we need to secure spectrum for the future of mobile. Governments will convene at the World Radiocommunication Conference (WRC-15), a United Nations treaty conference held in November, to agree new spectrum allocations. Decisive action at WRC-15 is critical to secure the future of the mobile Internet.

It is vital that we work with governments and regulators to ensure more access to spectrum is made available for mobile services. Without this, countries will miss out on the transformational social and economic benefits the mobile Internet can deliver.

A spectrum shortfall is a serious threat to a more connected world.

Join us to secure Spectrum4All at www.gsma.com/spectrum4all

NEED MORE CAPACITY? SO DOES MOBILE.

www.gsma.com/spectrum4all

MWC15 Daily DAY2_DAY1 23/02/2015 21:18

Green Technology Pavilion NFC & Mobile Money Pavilion

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ting

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arrier

7A80

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7G11

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7J437K40

7K20

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7K10

7O6MR

7M387M36

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7J27 7J25

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7M01

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7M45

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7E217J177M177M21

7J65

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7M25

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7C86

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7G09

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GF10 GF9

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GF11

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317B29

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Meeting Rooms

China Pavilion

Low

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Z4.16Z4.14

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6M38

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6L6

6G626L606K61 6K60

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6A60

6B52 6L50

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6O10MR

6M13

6O33MR 6O32MR

6N27MR

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6O6MR

6O4MR

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6G20 6H21

6M08

6I67

6I21

6M17

6K35

6M15

6O3MR

6O1MR

6L48 6M49

6I56

Z4.10

HALLS 6 & 7 | FLOORPLANS

Stand: 6E20


MWC15 Daily DAY2_DAY1 23/02/2015 21:18

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

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8.1D51

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8.1C20

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8.1B15

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8.1B41

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8.1B21

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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

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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

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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

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8.1G11

8.1K64

8.1J67

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8.1G59

8.1I11

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8.1K16

8.1J9

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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

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8.1G20

8.1K418.1K77 8.1K738.1K79

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8.1H19

8.1B53

8.1H49

CC8

ACCESS TOOTHER HALLS

NO

RTH

EN

TRA

NC

E

Meeting Rooms

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Meeting Rooms

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Theatre E

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Theatre C

Theatre ATheatre B

Theatre D

Foyer E

Foyer D

Foyer F

NetworkingLounge

Foyer C

BreakoutRoom E

ACCESS TOOTHER HALLS

FLOORPLANS | HALLS 8.0 & 8.1

Stand: 8.1G20

Stand: 8.1B74


MWC15 Daily DAY2_DAY1 23/02/2015 21:18

DELL | BYOD

The new reality of mobile solutions: Everything you’ve been told about mobility is wrong

Sean Wisdom – Director, Dell Mobility Solutions

MISCONCEPTION #1: TRADITIONALMOBILE DEVICE MANAGEMENT(MDM) IS ALL YOU NEED FOR BYODIt’s no secret that security is the number-oneIT concern when it comes to bring your owndevice (BYOD) initiatives. Often, the first stepin addressing BYOD security is deploying anMDM solution, However, analysts predictthat in the next few years, the majority ofmobile security breaches will be the result ofmobile application misconfiguration.

Further complicating the security concernis the complexity of device management asmore and more devices are introduced intothe enterprise. How can IT manage theplethora of smartphones, tablets, laptops anddesktops that are available today, as well asother technologies that are fast approaching?Many organisations end up simplycircumventing the challenge of managing amobility solution by restricting BYODprograms and the devices or applicationsthey support. This is not a sustainablesolution however, and analysts believe that anumber of BYOD programmes will fail due toMDM measures that are too restrictive.

Security is not the only reason to lookbeyond traditional MDM for BYOD — thereis also the complexity caused by the sheervolume of vendors in the marketplace. TheBring Your Own… movement has just begun.

“Bring Your Own PC,” or even “Bring YourOwn Everything” creates yet another set ofchallenges that need to be addressed.

MISCONCEPTION #2: TABLETS AREONLY USEFUL AS COMPANIONDEVICES IN BUSINESSIn spite of positive workforce feedback,tablets continue to be viewed by IT astroublesome. Their negative position is nottotally unfounded, as practicalimplementation of tablets has previouslybeen difficult. Why? Mobility projects werelikely using consumer tablets — tablets notdesigned for business usage. Their poorbattery life, dependability and serviceabilitystagnated tablet adoption. Furthermore, andmost critically, providing access to theapplications to make tablets usable at theedge of an organisation has previously beentoo costly and time consuming.

Today’s tablets though now blendconsumer demands with enterprise level ITrequirements and have the ability to pushcritical data to mission-critical workers whoare mobile by nature of job and in customer-facing roles. However, it is interesting to notethat currently, more business executives areusing tablets for work purposes than salespeople which highlights that sales teams areunder-utilising these powerful devices.

MISCONCEPTION #3: MOBILITY IS ASECURITY NIGHTMARE FOR HIGHLYREGULATED ORGANISATIONSMobility has always meant increased risk forbusiness. For organisations in highlyregulated industries, such as healthcare,financial services and retail, the risk is evengreater as a security breach yields stiff fines,loss of accreditation and damagedreputations. Organisations are forced toweigh the benefits of greater employeeproductivity against potential security risksand the ever-present challenge of meetingregulatory requirements.

However, mobile solutions present anumber of benefits – organisations caneliminate paper processes and significantlyreduce lengthy response times. Employeeswho can access real-time information areable to make faster and better informeddecisions while improving customer service.

For highly regulated industries, desktopvirtualisation is the most foolproof solutionfor giving IT control over devices,applications and data employees can access.Because data is housed in the datacentreversus residing on a mobile device that canbe lost or stolen, IT gains centralised controlover data and application access and canmore easily comply with regulations.

MISCONCEPTION #4: IT’S JUST TOOHARD TO DELIVER JOB-SPECIFICAPPLICATIONS TO THE FIELDOrganisations recognise that people need tobe connected, but cost, complexity andsecurity risks have previously hindereddecision makers from including mobilesolutions as a critical component of theiroverall business planning. In fact, mostcompanies only invest in mobile solutions forthe least mobile employees in their workforce— employees who may benefit from mobilecollaboration tools, such as email, calendarand contacts, but who don’t need accessbeyond that for ultimate productivity.

This trend is unfortunate since the greatestreturn on investment is realised by deliveringmobile solutions for mission-critical workers.Mission-critical workers need the rightsolution for them which includes anapplication they can use on or off network.Unfortunately, many organisations lack in-house resources to develop and prepareapplications for mobile environments.

CONCLUSION Innovations in the wireless space haveradically changed the way we interact witheach other and the world around us, but manyorganisations still see mobile solutions as toocostly, risky and hard to manage.Organisations may see the unlimitedpossibilities of mobility in the distance, buthow do you cross the chasm of risk andcomplexity to get there today? Dell Solutionsfor Mobility can bridge the gap betweenpossibility and reality so you can successfullymobilise your full potential. With thisapproach, mobility becomes an engine toempower your workforce and drive optimalbusiness performance, while still maintainingIT control over risk and complexity.

Mobile computing trends, such as rich wireless internet, smart devices andcloud-based mobile applications have completely transformed the waypeople interact with the world. Information on anything from the weather,to location-based recommendations to social circles is pushed directly to us ondevices we are constantly attached too – in the hand, in the pocket or in thebag. This perfect awareness and variety of devices creates great opportunityfor unprecedented productivity and performance in the enterprise, but alsocarries risk and complexity for the IT environment. IT teams now need tomanage the growing numbers of devices, each with their own operatingsystems and form factors, and also ensure security of the device as well as ofthe data and applications . This article will explore the truth behind some ofthe most prevalent misconceptions impacting mobile strategy.


“Security is not the onlyreason to look beyondtraditional MDM forBYOD — there is also thecomplexity caused by thesheer volume of vendorsin the marketplace.”


HALL 1

Accenture 1C26, 2M20, 2M23.14 1I30A3&O Ltd 1F46Accenture 1E40, 2H2, 2H20Acer Europe SA 1G50Acsys Technologies Ltd. 1A14Agency of Advanced Cultural Technologies&Services, Daejeon 1I30ARCHOS S.A. 1G29Argela 1E19Aveicellular Lda 1E20Backpackr Inc. 1I30BandRich Inc. 1G08Bango 1F47Beijing Dynamic Power Co., Ltd 1E14Binbit México 1A30Blackphone – A Silent Circle Company 1G45Carrier iQ 1H21CEKO 1I30CITI Value in Real Time 1A30Clips Technology Co., Ltd. 1C19Consejo para el Desarrollo de la Industria de Software de Nuevo León AC 1A30CrucialTec Co.,Ltd 1C30Daegu Technopark Mobile Technology Convergence Center 1C19Dai Nippon Printing Co., Ltd. 1G30DATA FACTORY 1I30dotorimaker 1I30EBL COMPANY, Inc 1I30ELECOM CO.,LTD 1H32epay 1G49EPERFORMA Co., Ltd. 1I30Ethertronics, Inc. 1D49eWAVE Networks Limited 1C5Fingerprint Cards AB 1E50, 2A13MR, 2A15MRFord of Europe 1A38, 3C20FunnyPack Inc. 1I30FUTUREROBOT Co., Ltd. 1C19Geneva Lab / G-Lab GmbH 1H26Genmix Technology Co., Ltd. 1I30Good Technology 1B42, 2EMR.J6Graphite Software 1B50Green Packet 1E9GSMA Connected Living Programme DMR CC1 ReceptionGSMA Mobile Enabled Community Services CC1 ReceptionGuangzhou Shiyuan Electronics Co., Ltd. 1H20GWC 1G20HCL Technologies 1A12, 2F20HFR,Inc. 1I30Honpe Technology(Shenzhen)Co.,Ltd 1F49Huawei Technologies Co., Ltd. 1J60, 3I30, 1J50, Z3A.3Hysteric Monster Co.,Ltd 1I30HZO, Inc. 1H19IDEX ASA 1H25, 2A3MRImageNEXT Co.,Ltd. 1I30Infinet Malta Ltd 1E46Ingram Micro 1I50Instituto Federal de Telecomunicaciones IFT 1A30Integrated Device Technology 1H10Intel Corporation 3D30, 8.1E41, DMR CC1.3 MonJ.Speech 1I30Jolla Oy 1F40Joros Inc 1D51Kanga factory 1I30Kaspersky Lab UK 5B10, DMR CC1.3 TuesKeysight Technologies 1E10, 2I2KITA (Korea International Trade Association) 1I30KOMATECH 1C19KONA I Co., Ltd. 1C19Laird 1G19, 2EMR.I3LANDESK 1F50LG Electronics Inc. 3K20, 1H28, 3K4MRLigoWave 1H30Looq System, Inc. 1D50MagnaLAB, Inc. 1I30Mantiz Game Stuidos 1A30McKinsey & Company DMR CC1.3 WedMediaMotive 1B54Meitu 1B52MexicoIT 1A30Monitorlinq 1D42Municipio Leon 1A30MYCOM OSI 1A20NAMU Inc. 1I30NEOWINE Co., Ltd. 1I30NetCracker Technology 5G21, 2J30, DMR CC1.2 PMNine Bridge Co., Ltd. 1C7NINETAIL Co,.Ltd 1I30Nomit inc 1I30Noontec Korea Co.,Ltd. 1C19NTT DOCOMO, INC. 1C39ONEm 1C29Parkuest 1A30PCS Wireless 1E30PEOPLE I Co., Ltd 1I30PetFit 1I30Playful Interactive 1A30Pomeranian Science and Technology Park Gdynia 1E16PowerBase Industrial (HK) Ltd 1G11Project People Limited/GSMA Marketplace 1H09PROMEXICO 1A30PwC 1A48Qpick 1I30RADWIN 1G25Ralacoaster Inc. 1I30RAONTECH 1I30Runner's High 1I30ruwido austria gmbh 1A40S Soft Inc. 1I30Securifi Ltd. 1E48SEMS GAMES Co., Ltd. 1I30SeongNam Industry Promotion Agency 1I30Seoungeun sangsa co. 1I30Shanghai Wind Communication co., Ltd 1G10Shenzhen Longsys Electronics Co.,Ltd 1E49Shenzhen PCTX Technology Development Co., Ltd. 1E22Smart Venture Institute 1I30Smart Venture Institute (University Of Ulsan) 1I30Smart Venture Startup Institute 1I30Smartlink 1I31

Solus Password Solutions 1E18SOSO H&C 1C19Sunonwealth Electric Machine Industry Co.,Ltd., 1A10Suzhou Snail Digital Technology Co., Ltd 1H50Syobe Creative 1I30Tail-f Systems, a Cisco Company CC1 Reception, DMR CC1.4 TuesTaiwan External Trade Development Council (TAITRA) 1D46, 5J11Tamseng 1I30Tangoe Inc. 1C10Taqua 1H27Tektronix Communications 1C40The Coca-Cola Company CC1 Reception, DMR CC1.2 Mon & TuesTotaltech 1A30TRAIS Co., Ltd. 1C19UzBRAINNet Inc. 1C19Vigyanlabs Inc. 1D48VIRDI 1G9Voxox 1H31Watching My Dream 1I30Wattio 1E12WEXLER 1C20whoop 1I30ZEPETRONIX 1C19

HALL 2

3M 2A16MRAccellion Inc. 2C15MRAccenture 1E40, 2H2, 2H20Acco Semiconductor 2A24MRAdaptive Mobile 2B28MRADTRAN Gmbh 2EMR.J9Advanced Micro Devices, Inc. 2B52MRAetherPal, Inc. 2A11MRAffirmed Networks 2C19MRAGNITiO 2D20MRAirvana 2B29MRALPHA NETWORKS INC 2C13MRAltera 2C6MRAltiostar Networks, Inc. 2EMR.J4American Express 2EMR.I7, 2EMR.I9Analog Devices 2EMR.C8Android Z2A.1, Z3B.5ANOVO 2A42MR, 2A44MRAOptix 2A8MR, 2B3MRArbooster Limited 2E2Artesyn Embedded Technologies 2B9MRAskey Computer Corp. 5F11, 2B6MRASOCS Ltd 2D50ASPIDER-NGI 2EMR.I11Aspire Technology 7F70, 2B27MRAssurant Solutions 2EMR.D1ASUSTek Computer Inc. 2H31ATX Networks 2D50Audience 2C16MRBASEBONE 2D27MRBICS 2E40Biid 2E4MRBlu Products 2EMR.I2Brightcove 2C21MRBrightstar Corp. 2I20BroadSoft 2C17MR, 2EMR.B8Brocade 2G29BT Global Telecom Markets 2B15MRCambridge Silicon Radio Ltd 2EMR.D7Capgemini 2EMR.D3Cavium, Inc. 2F60CELISTICS 2E36Cellwize Wireless Technologies PTE Ltd. 2D50CENX 2F50ciena 5C61, 2J51Cirrus Logic, Inc. 2F12Citi 2EMR.B11, 2EMR.B7, 2EMR.B9Cohere Technologies 2EMR.D11CommScope 2E46ConteXtream 2D50, 2EMR.A12Corephotonics 2C9MRCoriant 2I30Cortica 2D50CounterPath Corporation 7H40, 2D17MRCrossrider 2D50, 8.1K85CTDI Europe 2L8Cyanogen, Inc. 2EMR.I5Cypress Semiconductor Corp. 2C26MRD-Link 2D23MRDeezer 2A34MR, 2A40MRDeloitte 2EMR.B6Devicescape 2EMR.I8Dixons Carphone Group 6M36, 2G26DMI (Digital Management Inc) 2B44MRDocuSign 2EMR.D8Dolby 2J28Dropbox, Inc. 2C12MR, 2C7MRDSP Group 2A32MREMERSON NETWORK POWER 2D4MREMS 2G31Equinix 2D7MREricsson Z3.B1, 2N60ESS Technology, Inc. 2B22MREtisalat 2J20Eurotech S.p.A. 2B8MREVENTISIMO S.L. 2EMR.J10Evolving Systems 2B24MR, 2B26MRF-Secure Corporation 2A9MRFacebook Inc. 2EMR.E2 – 2EMR.E12, 2EMR.F3 – 2EMR.F7, 2EMR.G3 – 2EMR.G11, 2EMR.H2 – 2EMR.H12, 4.01Fingerprint Cards AB 1E50, 2A13MR, 2A15MRGameloft 2C25MRGEMA International AG 2I4MRGENBAND 2I31General Motors 8.1I50, 2EMR.B1, 2EMR.B2Global Certification Forum (GCF) Ltd 2EMR.D5Good Technology 1B42, 2EMR.J6Google Ireland Ltd 2EMR.J1, 2EMR.J2, 2EMR.J3, 2J60GSMA Managed Services 2A2MRGSMA Marketplace 2A6MRHARMAN 2L2, 2L3HCL Technologies 1A12, 2F20Humavox 2D50iconectiv 2D25MRIDEX ASA 1H25, 2A3MRIdomoo 2D50

IMA 2D50Imagine Communications 2A10MRInfinera 2EMR.B5, 2EMR.C6Infonova 8.1B61, 2B42MRIPgallery 2D50, 5E71IronSource 2D50, 8.1A73Italtel 2J2Juniper Networks 2I60, 2J61Kaltura 2D50, 5F81Kaymera Technologies 2D50Keysight Technologies 1E10, 2I2Kyocera Communications, Inc. 2EMR.J8La-Mark 2D50Laird 1G19, 2EMR.I3Lantiq 2B10MRLCC - Lightbridge Communications Corporation 2EMR.I1LINE Euro-Americas Corporation 2B54MRLookout 2B7MRMcAfee, part of Intel Security 3D30, 2EMR.C5, 2EMR.D4Metaswitch Networks 2EMR.C10, 2EMR.C12Micron Technology 2G30Microsemi Frequency and Time Corporation 2C27MRMicrosoft Corporation 3M30, 2E10, Z3A.2Microtel (UK) Plc 2B48MRMobileIron 2EMR.D9Movile 2C4MRMozido & DaVincian Healthcare 2B32MRMyriad Group 2EMR.B10NetComm Wireless 2B19MR, 2B21MRNetCracker Technology 5G21, 2J30, DMR CC1.2 PMNeustar 2A30MR, 2D21MRNGMN Alliance 2B60MRNovatel Wireless, Inc 2C22MR, 2C24MROasis Smart SIM 2D13MR, 2D15MR, 2D19MRON Semiconductor 2A36MR, 2A38MROoredoo Group 2H60Openet 2F36Overture Networks 2C10MROzVision 2D50PayPal 2EMR.A1, 2EMR.A2, 2EMR.A3, 2EMR.A4, 2EMR.A5, 2EMR.A6, 2EMR.A8PCCW Global 2C23MRPeerApp 2D50Peregrine Semiconductor 2A28MRPixelworks, Inc. 2B20MRPontis 2D50Proxama 2EMR.J11Qnovo 2C5MRQorvo 2I25RAD 2D50RADCOM Ltd. 2D50Radware 2D50Rambus 2EMR.B3Redbend 2H30RingCentral 2EMR.J7Samsung Electronics Co Ltd 3H10, 3I10, 8.1A61, 2M10Samsung Semiconductor Europe GmbH 2D40Sansa Security 2F10SAS 2D9MRSaudi Telecom Company 2G10SBCK Corp. 2EMR.I10Sedona 2D50Sercomm Corporation 2D5MRShanghai Huaqin Telecom Technology CO.LTD 2B18MRShazam Entertainment Limited 2B56MRSigma Systems 2A26MR, 2B17MRSiklu 2D50Smith Micro Software, Inc. 2EMR.C2, 2EMR.C4Sonim Technologies 2B46MRSony Europe Limited 2D11MRSony Mobile Communications AB 3M10, 2K60Stratus Technologies 2EMR.I12Symphony Teleca Corp. 8.1B75, 2G11, 2G13Synaptics, Inc. 2G61Syniverse 2G21Tata Communications 5I81, 2H26Tech21 2EMR.D10TECHNICOLOR 2EMR.I4Telenor Group 2G20TeleSign 2B30MRTeliaSonera AB 2A18MR, 2A20MR, 2A22MR, 2B13MRTEOCO Coporation 2EMR.C1, 2EMR.C3Texas Instruments Incorporated 2A5MR, 2A7MRTianma Micro-Electronics Co., Ltd. 2B2MR, 2B4MRTIMWE 2F40u-blox AG 2C1MR, 2C3MRUpstream 2L10Vasona Networks, Inc. 2D50VimpelCom Ltd 2G60WalkMe 2D50wefi 2D50Western Union Digital Ventures 2C11MRWireless Broadband Alliance (WBA) 2D2WiSpry Inc. 2B40MRWyred 2B5MRXPAL Power 2C8MRYahoo 2J29Yulong Technologies (Hong Kong) Co., Limited 2EMR.A11, 2EMR.A9Zain 2D20

HALL 3

AirWatch by VMware 3D10Akamai Technologies 3B30Alcatel-Lucent 3K10Amdocs 3G10Android Z2A.1, Z3B.5AT&T Innovation City, 3A31AudioCodes 5C81, 3K2MRBroadcom Corporation 3C10China Mobile Communications Corporation 3A10Cisco 3E30Comverse Ltd. 3L20Consumer Physics 3H34MRDell Inc 3L30Deutsche Telekom AG 3K30, Z3.4ding* Z3B.2Ericsson Z3.B1, 2N60Firefox 3C30Ford of Europe 1A38, 3C20GSMA Innovation City Innovation City, 3A11GSMA Pavilion 3A06

Hewlett-Packard 3A20Huawei Technologies Co., Ltd. 1J60, 3I30, 1J50, Z3A.3IBM 3H30Intel Corporation 3D30, 8.1E41, DMR CC1.3 MonJasper Innovation City, 3A11KT Innovation City, 3A11Lenovo 3N30, 3N33LG Electronics Inc. 3K20, 1H28, 3K4MRMcAfee, part of Intel Security 3D30, 2EMR.C5, 2EMR.D4Microsoft Corporation 3M30, 2E10, Z3A.2Mozilla 3C30NEC Corporation 3N10, 3N11, 3N21, 3N31Nextivity Inc 3H32MRNokia 3B10, Z3B.7Oracle America, Inc. 3B20Oral-B Innovation City, 3A11Qualcomm Incorporated 3E10Red Hat 3L30Samsung Electronics Co Ltd 3H10, 3I10, 8.1A61, 2M10Sierra Wireless Innovation City, 3A11SK hynix Inc. 3J30SK planet shopkick GmbH 3J30SK Telecom 3J30Sony Mobile Communications AB 3M10, 2K60TELEFÓNICA SA 3J20Vodafone Innovation City, 3A11ZTE Corporation 3F30

CONGRESS SQUARE

Abertis Telecom CS60Accent Advanced Systems CS50ACUNTIA CS60AD TELECOM, S.L. CS50ADSmovil CS140Advanced Automotive Antennas CS50AGILE CONTENTS CS50AiQ Smart Clothing Inc. CS125ALDEAMO CS140Aparca&Go CS50Appszoom Technologies CS60ARGELICH NETWORKS CS60ASCAMM TECHNOLOGY CENTRE CS50Aywant (Zed) CS60AZETTI NETWORKS CS60Barcelona Digital Technology Centre (BDigital) CS50BARCELONA MEDIA CS50Beabloo CS50BEREPUBLIC NETWORKS CS50Bismart CS50CartoDB CS60CMC DIGITAL CS140CodiTramuntana CS50Compuer Vision Center CS50CONNECTEDEVICE Ltd CS123Crazy4Media CS60CTTC / DLR GfR mbH CS50Deister Software CS60DIALOGA GROUP CS150DIGITAL LEGENDS ENTERTAINMENT CS50DINERO POR TU MOVIL CS60Direccio General de Telecomunicacions CS50Domoti CS140Doonamis CS50Droiders CS121DUAL BEAM MERGER INGENIEROS CS60EEN-Enterprise Europe Network ACCIÓ CS50Effilogics Technologies CS50Enterdev SAS CS140EXSIS SOFTWARE Y SOLUCIONES S.A.S CS140eyebee® by DYNATEC CS60EYETOK CS50Fitbit Inc CS130, 6O32MRFitbit Inc CS130, 6O32MRFlumotion Services SA CS50Fonexion Spain S.A. CS105fonYou Telecom CS50FOONKIE MONKEY CS140ForceManager CS60GARMIN CS90, 7O25MRGARMIN CS90, 7O25MRGESTPOINTGSM CS60GoPro CS120Government of Catalonia 8.1K48, CS50GP ENTERPRISE ASIA LIMITED CS122Guru's System s.l CS50Hi Mom S.A.S. CS140IDI EIKON CS60IMAGIC CS60imasD Tecnología CS60inAtlas CS50Incubio CS50Indra CS60Ingeneo SAS CS140Intesis Software S.L. CS50IP TOTAL SOFTWARE CS140JAL21 Consulting & Venture Capital CS60Jsc Ingenium CS60KIMIA CS60KITMAKER CS60KRONOZ LLC CS100Lechpol CS135Ledmotive Technologies CS50Lhings CS50LPTIC CS156Manduka Games, S.L. CS50MARTIAN WATCHES CS124Masvoz CS60Maxcom S.A. CS135Medtep CS50Mobbeel CS60MOBILE WORLD CAPITAL BARCELONA CS70Mooveteam, S.L. CS60Movilok Interactividad Móvil CS60MyScreenPROTECTOR CS135Neàpolis CS50New Relic 8.1B13, CS60, 8.0C59MRNexus Geografics CS50Nilox CS80NovaIntegra CS140Openshopen CS50

COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND

EXHIBITOR LISTING



Optima Consulting S.A.S. CS140P2i CS165, CS157MRPeel CS180PICK DATA, SL CS60Polaroid CS76Procolombia CS140QUIEROAPPS.COM CS60QUOBIS CS60Qustodio CS50Red Points CS50redBorder CS60Reticare CS60RTC Digital Consulting CS140Safelayer Secure Communications CS60Saygus CS65SDP Telecom a Molex Company CS77Sensing & Control Systems CS60Shoulderpod CS50Signaturit CS50Sistelbanda S.A. CS60SITmobile Soprano Group Company CS50Software Quality Systems, S.A. CS60Spanish Pavilion CS60SPIDERCLOUD WIRELESS CS85STARLAB CS50SVForum CS50Taisys Technologies Co., Ltd. CS75Tecnologías, Servicios Telemáticos y Sistemas SA CS60TELNET REDES INTELIGENTES S.A. CS60Telrad Networks CS160Tu Pediatra Online CS50Unify CS145Validated ID CS50VEXIA CS60Wavecontrol CS50Whiplash Entertainment, SL CS50Worldline CS60Xopik Mobile Marketing, S.L. CS50Xplica't CS50Yup Charge CS50

HALL 4

Facebook Inc. 2EMR.E2 – 2EMR.E12, 2EMR.F3 – 2EMR.F7, 2EMR.G3 – 2EMR.G11, 2EMR.H2 – 2EMR.H12, 4.01GE Software 4.2

HALL 5

6d Technologies 5K41A2iA 5B41ABC Smartcard 5B61Accanto Systems 5C31ACCUVER/INNOWIRELESS 5M28MRAction (Boostel) Technologies Co., Ltd. 5I73Adax 5J76ADIPSYS 5B61Advantech Networks and Communications Group 5L16MRAerotel Medical Systems 5E81AGUILA Technologies 5B61AirHop Communications Inc. 5H68, 6N3MRAlepo 5H83Allot Communications 5F81, 5G41ALSETT 5B61Altair semiconductor 5L35MR, 5L38MRAlvarion Technologies 5E81AMARISOFT 5K13AMER INTERNATIONAL GROUP 5B26APEX Communications 5K50Apliman 5G23Aptilo Networks 5G66Arcadyan Technology Corporation 5H68, 6O4MRARELIS 5B61Aria Systems 5H31AriadNEXT 5B41ARKAMYS 5B61Artiza Networks 5J70ARVENTO MOBIL SISTEMLER A.S 5F61Asentria Corporation 5F73Askey Computer Corp. 5F11, 2B6MRAspenta International 5F41, 5M2MRATES Networks 5B41Atrinet 5C81AudioCodes 5C81, 3K2MRAusonia Srl 5J81Authentify 5I31, 5L27MRAvanquest 5B61, 5L23MRAvast Software 5K29B-ON LIMITED 5K31BACTECH 5B61BaseN 5C31Basset AB 5J31BD Multimedia 5B61BEAWARN 5B41Beddit Oy 5C31Beezz Communication Solutions 5C81BehPardaz Jahan 5J51BENOMAD 5B61BeSpoon 5B41Bitville 5C31Blancco 5M26MRBluwan UK Limited 5D10Boogie Software Oy 5C31BoomeRing Communication (2005) Ltd. 5D81BOOSTEDGE - ACTIVNETWORKS 5B41bq 5J10Bretagne Commerce International 5B41Broadpeak 5B41Buzzinbees 5B61Bynet Data Communication 5D81callstats.io 5C31CALLUP 5D81CallView 5D81Capricode 5C31Casa Systems 5J41CBNL 5H27Cell Buddy Network 5D81Cellex 5D81Cellint 5D81CellMining 5F81Cellrox 5D81CelPlan Technologies Inc. 5I40

Centile Telecom Applications 5D05Ceragon Networks 5G61, 5L13MR, 5L15MRCHAMBRE DE COMMERCE ET D'INDUSTRIE HAUTS-DE-SEINE PARIS ÎLE-DE-FRANCE 5B41ChannelVAS 5H51Chemtronics Co.,Ltd 5G16China Telling Telecom Co., Ltd. 5C21ciena 5C61, 2J51Cirpack 5D05Citrix 5A21CJSC "PETER-SERVICE" 5J21Cloudmark, Inc. 5L22MRCodal Inc. 5I31Com4Innov 5B61Comarch 5J50Comba Telecom 5A31Comigo 5C81CommuniTake Technologies 5D81Compass Networks 5F81Comptel 5G40Computaris 5K12CopSonic 5B61Correlor 5F81Cortus SAS 5B75Cradlepoint 5J20, 8.0E14, 5L31MRCreanord 5C31Creoir Oy 5C31Cresense 5C43Crowdx 5D81CSG International 5B20Datatronics, S.A. 5F71Defne 5G20dejamobile 5B41Deveryware 5B41Dhatim 5K46Diametriq 5G68Digital Identity Solutions Europe 5C31DigitalRoute 5L5MR, 5L7MRDigitata Limited 5C10DO YOU DREAM UP 5B61DTS Licensing LImited 5I30, 5L11MRDxO Labs 5B41, 5M6MREastcompeace Technologies Co., Ltd. 5K61EBlink 5B73Elektrobit (EB) 5D32Elisa Videra ltd 5C31Elitecore Technologies 5I80EMEK GROUP 5F61ENENSYS Technologies 5B41EpiWorks, Inc. 5I31ESET s.r.o. 5B05ESPRIT 5I41Essence 5E71Etiya 5F61EUROMEDITERRANEE 5B61EVISTEL 5H30Evutec 5J22Exomi Oy 5C31eyeSight Mobile Technologies 5D81F5 Networks 5G11, 5L17MR, 5M14MRFAMOCO 5B61Faros Business Games Oy 5C31FIGENSOFT 5F61FingerQ Macao Commercial Offshore Limited 5F31Finland - Team Finland 5C31Finnay 5C31Finwe Ltd 5C31Flash Networks 5D60Flytxt 5I77FOGALE 5B41Foxcom 5C81FRENCH TECH PAVILION / 5B41, 5B61, BUSINESS FRANCE 8.1D41, 8.1E49Friendly Technologies 5E71Front Porch, Inc. 5K09FUJIAN SUNNADA COMMUNICATION CO.,LTD. 5G70Fujitsu 5A40Futurecom 5I36Gemalto 5A80Gemtek Technology Co., Ltd. 5I26Genymobile 5B61Georama 5I31Gilat Satellite Networks Ltd. 5F81GITEX TECHNOLOGY WEEK 5J72GLOBAL ENGINEERING TELECOM 5B41Globitel 5H70GoNet Systems 5D81Good Sign 5C31Goodspeed mobile Wi-Fi by UROS 5C31Guayacom 5B61Haltian Ld 5C43Hisense International Co.,Ltd 5E21I-New Unified Mobile Solutions AG 5I15i4drive 5E81iBasis 5F75, 5L24MRiDSCREEN 5D81IEI Integration Corp. 5K28IMImobile 5B21INBOX 5B41Industrial Technology Research Institute 5G77INMOBILES 5H11Inomera Research 5F61Inovar 5I50Intense Technologies 5K51Intersec 5C11INVEST, TRADE & INNOVATE In TOULOUSE MIDI-PYRENEES 5B61Invigo Off-Shore SAL 5I11IPDiA 5B61IPgallery 2D50, 5E71IPT PowerTech Group 5J60IQP Corp. 5C81IQSIM 5B61IsItYou Ltd. 5E71ISTANBUL CHAMBER OF COMMERCE 5F61Ixonos Plc 5C31Japan Radio Co., Ltd. 5K10JETMULTIMEDIA TUNISIE (DIGITAL VIRGO GROUP) 5I41Jiangsu Trigiant Technology Co.,Ltd 5J08Jinny Software 5J31JOT Automation Ltd. 5D36JOUVE 5B41Kaltura 2D50, 5F81

Kaspersky Lab UK 5B10, DMR CC1.3 TuesKERLINK 5B41KIDOZ 5D81Kingsignal Technology Co.,Ltd 5H74KocharTech 5G27Kontron 5H19Kumu Networks 5L10MRKYOCERA Corporation 5D09Lacoon Mobile Security 5E81LANDOLSI TELECOM TECHNOLOGY - L2T 5I41LATTO 5E71Legos - Local Exchange Global Operation Services 5B61Lexifone 5E81Liberty Vaults Ltd 5B61LivingObjects 5B61LOGICOM 5K49Lucidlogix 5F81Maeglin Software 5B61Magister Solutions 5C31Magisto 5E71ManageEngine 5K21MAPFA 5J51Marben Products 5B41MasterCard 5D61, 5L21MRmce Systems Ltd 5E71MCR - Mobile Content Distribution 5D81MDS 5I10MePIN / Meontrust Inc 5C31Milgam Cellular Parking 5C81Mobile Telecommunication Company of Iran 5J51Mobile Tornado 5E81mobiLead 5B61Mobiliz Information and Communication Technologies Inc. 5J18Mobiwol 5D81Modz 5C31Movius Interactive Corporation 5L3MRMr.Gabriel by VProject 5B61Mtarget 5B61MyRoll 5D81N-SIP Ltd. 5D81N.A.K company 5J51Narada Power Source Co.,Ltd 5K81Navigil Ltd 5C31NCC Group 5H28Nefal Bilişim Elektronik 5F61Neoditel 5B61Netas 5F61NetCracker Technology 5G21, 2J30, DMR CC1.2 PMNETGEAR 5F21Nolato AB 5H81Nov'IT - Uhuru Mobile 5B41NowSecure 5I31NuCurrent 5I31OAXIS ASIA PTE LTD 5K71ODC BUSINESS SOLUTIONS 5F61Oledcomm - LiZE 5B41Omniacom 5I41Omnitele Ltd 5M22MROne Smart Star 5E71OpenCloud Ltd. 5E30Opera Software 5C21OptoFIdelity 5C31Optulink, Inc 5I31Ora Interactive 5I31Orange 5A61Orga Systems 5B40P-OSS SOLUTIONS 5J09P.I.Works 5J80Pangea 5I31Pardakht-Aval-Kish (JIRING) 5J51Parentsaround 5B41Paris Ile-de-France Regional Chamber of Commerce and Industry 5B61Phoxygen 5B41PIXELS TRADE 5I41Plan de Souveraineté Télécom 5B41Planet Network International 5B61Pole Star 5B61Power HF Co., Ltd 5D66PRAGMA 5B61PrinterOn 5H16Printsecure 5I41PRISMA 5I41Procera Networks 5H61, 5M4MRPROTEI 5H20Prove & Run S.A.S. 5B61PROVENCE PROMOTION 5B61Proxym 5I41Qosmos 5G31Qowisio 5B41QUCELL 5M30MRQuuppa 5C31Qvantel Oy 5A41Radisys 5I61, 5M16MR, 5M18MR, 5M20MRRamot at Tel Aviv University - Unispectral 5D81RCS - Rampal Cellular Stockmarket 5D81RECOMMERCE SOLUTIONS 5A72RED TECHNOLOGIES 5B61Redknee Solutions Inc. 5H41, 5M10MR, 5M12MRReminiz 5B41REVE Systems 5I05Rintek 5F61RoamSmart 5I41Rohde & Schwarz Topex 5J12Ruckus Wireless 5E41Rx Networks Inc 5H75Saft 5I69Saguna 5E81Sandvine 5I51Sanjole Inc. 5H26Sarokal Test Systems Oy 5C31SCANOVATE 5D81Screenovate Technologies 5F81SCS Cluster 5B61SD Association 5I20Secure-IC 5B41SELECOM 5B41Sensirion AG 5D70, 5L26MRSetelia 5G17SFM Technologies 5I41SHENZHEN BRIGHT FUTURE TECHNOLOGY CO.,LTD 5K08ShenZhen Fortuneship Technology Co.,ltd 5K11Shenzhen JSR Technology Ltd 5E20

Shenzhen Landing Technology Co., Ltd. 5J71Shenzhen Skyworth E.A. Tech Co., Ltd. 5H18Shenzhen Unistrong Science & Technology Co., Ltd. 5E08Shields Environmental PLC 5J16Showell 5C31Siemens Convergence Creators GmbH 5G71Simgo 5F81SiNode Systems 5I31SIRADEL 5A70SISTEER 5D05Skycure 5D81Skyfire 5C21Smartcom 5B61Sofrecom 5A61Solstice Mobile 5I31SOTI Inc. 5H40SPB TV AG 5D41Spirent Developer Tools 5C81Sprocomm Technologies Co., Ltd. 5K20START 5E06State of Illinois 5I31, 8.1I21StoreDot Ltd 5D81StreamWIDE 5C65Subex UK Limited 5F10SUD DE FRANCE DEVELOPPEMENT 5B41Sunpartner Technologies 5C51SuperCom Ltd. 5D81Svyazcom LLC 5G81Symantec Corporation 5D31, 5M24MRSymbio 5C43Synchronoss Technologies, Inc. 5B81Systematic Paris Region 5B41Systems and Electronic Development FZCO 5H70Tactis 5B61Taiwan External Trade Development Council (TAITRA) 1D46, 5J11Tango Telecom Ltd 5L20MRTata Communications 5I81, 2H26Tata Consultancy Services Ltd 5E31, 5L33MRTEAM COTE D'AZUR 5B61Tech Mahindra & Mahindra Comviva 5G51Techshino Europe Technology B.V. 5I83Tecnotree 5L32MRTelecommunication Systems, Inc. 5I70Telenity 5J66, 5M32MRTelit Communications PLC 5E61Tensorcom 5K30The Israeli Export Institute 5C81, 5D81, 5E71, 5E81, 5F81The Qt Company 5C31The Wireless Power Consortium 5D34Think&Go 5B61Tieto 5L29MRTjat Systems 2006 LTD 5D81Tosibox Oy 5C31TP-LINK 5J61Trackimo 5E81Transaction Network Services 5L34MRTransferJet Consortium 5I20Tritux 5I41Trusted Labs 5B41TUNISIA EXPORT - CEPEX 5I41Turkcell İletişim Hizmetleri A.Ş 5G58TURKCELL TEKNOLOJI ARASTIRMA VE GELISTIRME A.S. 5G60TVpoint 5D81Ulticom (Now Part of Mavenir Systems) 5I60Vantrix 5L9MRVaraani Works 5C31Vedicis 5B41Verbio 5K50Verscom Solutions 5F61VESA (Brand Promoted DisplayPort) 5K70VESTEL 5A81Viaccess-Orca 5C71Viapass 5B61VidMind 5E81Virtual SIM Card Association 5K83VisualOn, Inc. 5L18MRW-HA 5A61WakingApp 5D81WaveIP 5F81WinkApp 5D81Wirepas Oy 5C31Wisesec 5D81Wotronics Technology Limited 5H72Wulff Entre Ltd 5C41Xaptum, Inc 5I31Xentris Wireless 5K26XIlinx 5L14MRXOOLOO 5B61Yepzon Enterprises 5C31Yezz / Avenir Telecom 5C51Zenic8 Limited 5I67ZENITTHYS 5B61Zimperium 5C81ZyXEL Communications Corporation 5G10

HALL 6

@-yet GmbH 6B402operate 6C503TECH CORPORATE LTD 6K103Z Telecom, Inc 6D614G AMERICAS 6O12MR7Layers 6C56Ab Initio Software 6L50Accolade Technology 6I56ACL Mobile Limited 6K50ADAPTit S.A. 6F46AirHop Communications Inc. 5H68, 6N3MRAirspan Networks 6J30AIRTAG Mobile Shopping 6O5MRALCATEL ONETOUCH 6B10, 6C30Altom Consulting 6H40AM3D A/S 6C50ams AG 6E20Andreessen Horowitz 6N1MRAnite 6I50Anritsu 6F40AR Consultores SRL 6M20Arcadyan Technology Corporation 5H68, 6O4MRARGENTINA 6M20Arieso, a JDSU Mobility Solution 6I37


EXHIBITOR LISTING



ARM 6C10AROBS Transilvania Software 6H40Ascom Network Testing 6L26ASTELLIA 6G20ATX Argentina SA 6M20Avinotec GmbH 6B40Axell Wireless 6D50Azimuth Systems 6K61BAE Systems Applied Intelligence 6M56BARTEC PIXAVI AS 6H20BEIJING ZHONGGUANCUN OVERSEAS SCIENCE PARK CO.LTD 6G10, 6O7MRBioscience SA 6M20Bird Technologies 6D73Bullitt Group 6E11Cadence Designs Systems, Inc. 6L36, 6N14MR, 6O13MR, 6O15MRCBS Interactive 6O33MRCEIEC TECHNOLOGY CO., LTD 6I69Celfocus 6L05, 6N4MRCellebrite 6H37CellMax Technologies 6G37CellVision AS 6H20CEVA 6A50CHECKD AS 6H20CIS GROUP LATINOAMERICA S.A. 6M20Cloudera 6M30Cloudike Inc. 6L48Cobham Wireless (Formerly Aeroflex) 6H21Codespring 6H40COMLAB 6L6COMPRION GmbH 6I20ComputaMaps 6K15COSHIP Electronics Co., Ltd 6C61Crystalusion Limited 6B40Cumulocity GmbH 6B40Dali Wireless, Inc. 6J60Danalock/Poly-Control 6C50Dapredi Soft Systems 6H40Daya Electronics Co.,Ltd 6I67Dekagb S.A. 6M20DeltaNode Solutions 6D73Dencrypt 6C50Deutsche Post DHL 6B40Dialogic 6J28, 6O18MR, 6O20MR, 6O22MRDIGILINK GROUP CO.,LTD 6I57Digital Lightwave 6G40Dixons Carphone Group 6M36, 2G26Duesseldorf, City of 6B40Elliptic Laboratories AS 6H20Emirates Data Clearing House 6L60Empirix 6H10Eros International 6K50EXFO 6K36Fibar Group Sp. z o.o. 6I11First Data 6A60, 6N28MRFitbit Inc CS130, 6O32MRFLYPOS 6J55Focus Infocom GmbH 6J11Forsk 6J20FORTECH 6H40Frixtel 6M20Fujian Helios Technologies Co.,Ltd 6F46G DATA Software AG 6B40Gadmei Electronics Technology Co., Ltd 6I21Galtronics Corporation Ltd 6B60GEOIMAGE 6N19MRGigamon 6J40, 6O31MRGorilla Electronics GmbH 6B40Grupo Prominente 6M20GSMK CRYPTOPHONE 6J07Haier telecom Co.,Ltd 6K30Hanwang Technology Co.,Ltd 6G47Happy Day Studios 6H40HENA DIGITAL TECHNOLOGY (SHENZHEN) CO.,LTD. 6F50Hitachi Data Systems 6G21Huano International Technology Ltd. 6F62I-Con Mobile 6L10i-tec GmbH 6B40IAMAI- India Pavilion 6K50Ibys Technologies 6I10ICT.NRW Cluster Management 6B40Imagination Technologies 6E30Imprint Electronics Co., Ltd 6G56Industrial Electronics GmbH 6K11Infineon Technologies AG 6B62, 6N21MR, 6N27MR, 6O30MRInfobest Romania SRL 6H40Innovation Norway 6H20INTEPLA SRL 6M20Intracom Telecom 6I40iPega Limited 6J13ipoque 6B50IT SIX GLOBAL SERVICES 6H40Ixia 6L30, 6N8MRJDSU 6I37, 6N18MR, 6N22MR, 6O19MR, 6O21MR, 6O23MR, 6O25MRJiangsu Hengxin Technology Co.,Ltd 6H47Jiangxi Jinggangshan CKING Communication Technology Co., Ltd 6G52JOYPLUS INT'L ENTERPRISE LIMITED 6I51KATHREIN-Werke KG 6J36Kenbotong Technology Co., Ltd. 6I53Keynote 6H38Keynote SIGOS GmbH 6H38KeyPoint Technologies 6K50Lasting Software 6H40LitePoint 6N5MR, 6N7MRLogin>PT 6M49LS telcom 6L11M&M MEDIANET 6H40MALATA MOBILE 6J21MARS Antennas & RF Systems LTD. 6I22Materna GmbH 6B40mCarbon Tech Innovation Private Limited 6K50MeaWallet AS 6H20Media Digital S.A. 6M20MediaTek, Inc. 6E21Metro Atlanta Chamber 6M08Microlab 6K05Microtel Innovation 6M38MLabs sp. z o.o. 6I11Mobile Systems International Consultancy Limited 6L21Mobileum, Inc. 6H41Monster Products 6J10

Morpho 6G30, 6N11MR, 6N2MRMTI Wireless Edge Ltd. 6J22My Mobile Payments Limited 6K50Mymo Wireless Technology Pvt Ltd 6I12myPhone sp. z o.o. 6K40N.A.T. GmbH 6B40Napatech 6K20Narda Safety Test Solutions GmbH 6M40Nash Technologies GmbH 6M26National Instruments 6E10Neomobile 8.1I16, 6N25MRNet Brinel SA 6H40NET CHECK GmbH 6J06NetScout 6C20Next Biometrics AS 6H20Nexus Telecom AG 6C58NIHON DENGYO KOSAKU CO.,LTD. 6J51Nordic Semiconductor 6H20NRW.International GmbH 6B40NRW.INVEST GmbH 6B40OBERTHUR TECHNOLOGIES 6I27, 6I30, 6N26MRObi Mobiles 6O6MROne97 Communications Ltd 6K50Opencode Systems 6I36Openwave Mobility 8.1H49, 6N12MROPTICOM GmbH 6M53, 6O26MROtterProducts 6N6MRPanasonic Marketing Europe Gmbh 6H31Panorama Antennas Ltd. 6J08PanzerGlass TM 6C50PCTEST Engineering Laboratory 6M7peiker acustic GmbH & Co. KG 6M26PHOTO USA ELECTRONIC GRAPHIC INC. 6G51Polaris Networks Inc. 6J61Polish IT Pavilion 6I11POLYSTAR 6G31Power Idea Technology (Shenzhen) Co., Limited 6H46Prisma Telecom Testing Srl 6G41QBurst Poland 6I11QiTASC GmbH 6M13Qosmotec GmbH 6K11Qualigon GmbH 6B40Quality Technology Industrial Co., Ltd 6H60Qubit Corporate 6M20Relia Communication Equipment Co., Ltd 6G63RINF 6H40Rohde & Schwarz 6B50, 6C40Rohde & Schwarz SIT GmbH 6B50ROMANIAN ASSOCIATION FOR ELECTRONICS AND SOFTWARE INDUSTRY - TIMISOARA BRANCH (ARIES-TM) 6H40ROPARDO 6H40Rosberg System 6H20RWTH Aachen University 6B40SAF Tehnika JSC 6M17SAP SE 6A30Secusmart GmbH 6B40Seidio, Inc. 6D55Seluxit 6C50Senseg 6O2MRSevOne Inc 6O10MRShenzhen AAPPAA Technology Co.,LTD 6I60Shenzhen Century Optical Group Co.,Ltd 6G62Shenzhen Cham Battery Technology Co.,Ltd 6I55Shenzhen Chaoming Industrial Co., Ltd 6G58Shenzhen Cheng Fong Digital-Tech Ltd 6I63Shenzhen Huaptec Co.,LTD 6G61Shenzhen Kewang Communication Co., Ltd 6I58Shenzhen Kleadtone Technology Co., Limited 6H57Shenzhen KVD Communication Equipment Limited 6I62SHENZHEN NEOSTRA TECHNOLOGY CO., LTD 6G50Shenzhen RFLC Technology Co.,Ltd 6G57Shenzhen Shouxin Tongda Electronics Co., Ltd 6H56Shenzhen United Time Technology Co., Ltd 6H51Shenzhen Wave Multimedia Co., Ltd 6L40shenzhen xin kingbrand enterprises co.,ltd 6H61SHS Viveon GmbH 6B40SIAE MICROELETTRONICA 6J29Sichuan Jiuzhou Electric Group Co.,Ltd 6H50SIGOS 6H38SIMARTIS TELECOM 6H40SIMCom Wireless Solutions 6M57, 6N30MRSirrix AG 6B40Skolkovo Foundation 6D60Skyworks Solutions 6C41SOLiD Inc. 6L41, 6N15MRSoliton Systems KK 6K60Sonus 6G11SOPHOS 6O24MRSpectronite 6M15Spirent 6J37Sunsight Instruments 6J18SwissQual AG 6B50Synopsys, Inc 6O1MR, 6O3MRSystemics-PAB Sp. z o.o. 6M60Tarana Wireless 6K21, 6N13MRTE Connectivity 6B52Tech Data Mobile 6A40TeleBilling A/S 6C50TeleTrusT - IT Security Association Germany 6B40Tellu AS 6H20TEM MOBILE LIMITED 6M10TestPlant 6J41TFL S.A. 6M20The Danish Chamber of Commerce / The Danish IT Industry Association 6C50The Eye Tribe 6C50Thin Film Electronics ASA 6H20Tongyu Communication Inc. 6C36Topwise Communications Limited 6G46Trend Micro Incorporated 6L61, 8.0D39udist srl 6M20V3D 6K38VALID 6J50ValueFirst Digital Media Pvt. Ltd. 6K50Versoft 6I11Visa Inc. 6D40Visteon Innovation & Technology GmbH 6D70Visual Fan 6H40Vodafone España S.A.U 6B30Vodafone Group Services Ltd 6O11MRW2BI, Inc. (an Advantest Group Company) 6K37WeHaus 6M20

Weniger Software House 6I11WIKO 6H30WIT Software SA 6C60Wolder 6L20WORLDLINE 6N17MRWuhan Fingu Electronic Technology Co., LTD 6J26Wuhan Gewei Electronic Technologies Co., Ltd. 6K35, 6O8MRWuhan GreeNet Information Service Co., Ltd 6G60Xtel 6C50Yangzhou New Telecom Science & Technology Co., Ltd. 6H63zafaco GmbH 6B40ZCTT 6M29Zhengzhou Speed Communication Equipment co.,ltd 6I61ZXD Technology Development Limited 6F60Zylinc A/S 6C50

HALL 7

3D Issue LTD 7F704iiii Innovations Inc 7H4051Degrees 7C706WIND 7M51, 7O26MRA1 Systems 7J17Absolute Software Corporation 7H40Accuris Networks 7F70, 7N94MRacticom GmbH 7G21ActiveMe 7G71Actus Mobile Solutions Ltd 7F70Adroit Vista Predictions Inc 7H41ADVA Optical Networking 7H31Advantech Wireless 7B25Aeonpower International Co., Ltd. 7M22AFP 7C67Agence du Numérique 7G71Ahope Co., Ltd. 7G61airG Inc. 7H40AKTAVARA AB 7F41Alberta Government 7H40Alpha Wireless 7D80AM Telecom Co., LTD. 7G61AMPHENOL ANTENNA SOLUTIONS 7C68Amtran Technology corp. 7N73Analogix Semiconductor (Brand Promoted: SlimPort) 7L61Anam Technologies 7F70ANT Wireless 7M49Anthony Stark Merchandising GmbH 7M13APP MEDIA 7G21AppCarousel 7H40Appland AB 7E41Applicata 7H10Applied Recognition Inc. 7I51aql 7B87Aricent 7A11ARITEL 7G61Asavie Technologies 7F70AsiaInfo 7B51Aspire Technology 7F70, 2B27MRAT4 wireless 7H15Atlantic Canada 7H41, 7P10MRATLANTIS INTERNACIONAL S.L. 7E20Automation Engineering, Inc. 7H20Avance Pay AG 7J33Avanti Communications 7G37Avertim 7G71Avvasi Inc. 7K50, 7O19MR, 7O21MRAWEX Agence wallonne à l'Exportation 7G71AWEX Barcelona 7G71Awingu 7G71Ballard Power Systems 7H40BELGIUM - BÉLGICA 7G71Bell ID 7J31, 7O28MRBenetel Ltd. 7F70BERLIN.mobile c/o Berlin Partner 7G21, 7O13MRBirdstep Technology 7E41Blacktusk Media 7H40BLiNQ Networks 7I51Bluebank Communication Technology Co.,LTD 7N61BLUEPIN 7E21BMx Computers 7G71Boost Communications AS 7K68Brandenburg Economic Development GmbH (ZAB) 7G21brocoli Co., Ltd 7G61Brodit AB 7C73Brussels Invest & Export 7G71BRUSSELS INVEST & EXPORT SPAIN 7G71BSB Power Company Limited 7K17C Squared Systems, LLC 7M23Caleo Technologies AB 7E41Cambium Networks 7B41Cambridge Consultants 7B21CARDMOBILI 7J15castLabs 7G21CCS 7B67, 7P18MRCellular Italia S.p.A. 7E51Celly SpA 7E19CentralTouch Technology Inc. 7H40Cerillion Technologies Ltd 7B61CertiVox 7K12CETECOM 7L65chargifi 7C70Chemring Technology Solutions 7C86CICS AB 7F41Clear2Pay 7G71Clearbridge Mobile 7K50CLX Networks 7G60COELMO spa 7M20Coiler Corporation 7F71Colony Networks 7H40Combain Mobile AB 7F41Commsquare 7G71Communication Components International AG 7J22Communications Consultants Worldwide 7C13Contela,Inc. 7G61Contentful 7G21CounterPath Corporation 7H40, 2D17MRCrunchfish 7F41CSG SCIENCE&TECHNOLOGY CO.,LTD HE FEI 7H13Cubic Telecom 7F70Cummins Power Generation 7M16CUPP Computing AS 7K43cVidya 7F30

Cybercom Group 7F41Cybercom Poland Sp. z o.o. 7N85DASAN Networks 7G61Dashing Com-Tek Co.,Ltd 7M36DBM ( ACCENT ) 7J61Desay Electronics (Huizhou) Co Ltd 7E08Dial Technologies 7J61Dialog Semiconductor Ltd 7C05Digital Turbine 8.1J14, 7O24MRDIGITAL VIRGO 7J61DIGITALK 7C70DisplayLink 7B33Doro AB 7A81DragonWave Inc. 7E12Dream Payments 7J21Druid Software 7F70EANTC AG 7G21Eden Rock Communications 7K70Effire Technology Shenzhen Ltd 7M07ELAN Microelectronics Corporation 7G68Electro Rent Europe 7G71Elliptic Technologies Inc. 7K50EMIXIS 7G71EMnify GmbH M2M IoT 7G21Enea 7E41Enerban 7G71Energic Plus 7K25Enghouse Networks Limited 7K50Ensemble Systems Inc. 7H40Enterprise Ireland 7F70Equiendo Ltd. 7F70ERCOM 7J40ESCAUX 7G71Escher Group 7F70eServGlobal 7I61Estmob Inc. 7E21EUPEN - Kabelwerk Eupen AG 7G71Eurocontracts s.r.o. 7K06Europlasma NV 7M55Eventbase 7H40Expeto 7H40Fabricovers 7G71FIME 7J10Firstar Battery Co.,Limited 7H03Fishtree 7F70Flanders Investment & Trade 7G71FLANDERS INVESTMENT & TRADE 7G71Flex Group 7H41FlexiTon 7G50Fliplet 7C14Fluxtream 7G71Flybits 7K50Fortytwo Telecom 7K65Franklin Wireless 7E14Fraunhofer Heinrich Hertz Institute 7G31Fraunhofer IIS 7G31Freescale Semiconductor 7A80FusionPipe Software 7H40Future Product Design a.s. 7D68Fuzhou Rockchip Electronics Co., Ltd. 7M43GARMIN CS90, 7O25MRGemotions 7G71GeoPal Solutions 7F70Gfi Informatique 7O4MRGiesecke & Devrient 7A41, 7P12MRGionee Communication Equipment Co.Ltd. 7C61Global Device Network 7C30Global Warning System 7E41Global Wireless Solutions, Inc. 7H12Glow Digital Media 7C70Golden Ears Corporation 7E21Golla Oy 7C41GOOD WAY TECHNOLOGY CO., LTD. 7M39Government of Canada / Gouvernement du Canada 7H40, 7H41, 7O12MR, 7O15MR, 7O27MR, 7P8MRGPS Tuner Kft. 7G50GREAT Britain Hospitality Area c/o Tradefair 7O33MR, 7P20MR, 7P22MRGreenPower Electronics.,Ltd. 7G61Hama GmbH & Co KG 7C41HAUD Systems 7K65HEAD acoustics 7K74Headlane Ltd 7B83Heliocentris Industry GmbH 7K31Herbert Richter 7K72HTC 7A40, 7A60Huadoo Bright Group Limited 7M03Hubble Connected Ltd. 7F81Huminah Huminah Animation 7H41Hungarian National Trading House 7G50i-movo 7C70I.R.I.S. 7G71iBeaken.com 7G71iBwave Solutions Inc 7C71Icontrol Networks 7J63ICT Association of Manitoba (ICTAM) 7H41ID Fusion Software 7H41IDT Systems Ltd / Case Station Ltd 7G41IEEE 7K71Imaginet 7H41imec 7G71, 7O17MRIMG COMMUNICATION TECHNOLOGY CO.,LTD 7M15ImmerVision 7H41Incognito 7H40Infinite Peripherals 7J27Infobright Inc. 7I51INFOMARK 7G61INFOPOLE Cluster TIC 7G71InfoVista 7G40Infradata 7G71Ingenico Mobile Solutions 7J43InnJoo Technology Co., Ltd. 7F03interactive digital media GmbH 7G70Intercede 7B81InterDigital 7A71InvenSense 7D61ip.access 7C60iPay International S.A. 7E31iProov Limited 7B31Itos Technology, S.L. 7J16JamoSolutions NV 7G71jBilling 7K50


EXHIBITOR LISTING



Jet Infosystems 7J05JPL NASA 7H21Juni Korea Co., Ltd. 7G61KAZAM MOBILE LIMITED 7M08KDLAB INC. 7G61Kernel-i 7G61Kisan Telecom Co., Ltd. 7G76Klas Telecom 7F70KnowRoaming 7I51Korea Testing Laboratory 7G61KOTRA(Korea Trade-Investment Promotion Agency) 7G61Kwilt INC 7K50LabSat 7H18Lanner Electronics Inc. 7E06Left of the Dot Media 7H40Li Tong Group 7M32Lime Microsystems 7O36MR, 7O37MRLimes Audio AB 7E41Linquet 7H40LogiSense 7K50Lumata 7P4MRLUMENS Co. Ltd. 7G61Mad Catz 7F31Made in Mind 7C70mAdme Technologies Limited 7F70Manitoba Institute of Trades and Technology 7H41Manitoba Trade and Investment 7H41Mariner Partners 7H41Maroc Export - Moroccan Centre for Export Promotion 7J61Master Merchant Systems 7H41MATRIXX Software 7F60Mavenir Systems 7A21Maysun Info Technology Co., Ltd 7F67MCS Test Equipment 7C70Mediashaker 7H40Megron Tech 7C70MELICONI S.P.A. 7D81MeteoGroup 7G21MHL, LLC 7F31Mobicage NV 7G71Mobidia 7H40Mobile Arts 7F41Mobile Security Solutions by LSEC & IPACSO 7G71MobileAware 7F70mobileLIVE Inc. 7K50Mobilosoft 7G71MobiWeb 7D70mobylla 7G71Mogencelab Co., Ltd 7G61Mohanet Mobilsystems Co.Ltd 7G50Momentus Software Inc 7H40Mondial Telecom 7G71Monizze 7G71MontaVista 7N77, 7O34MRMoodMe 7G71Movea 7P2MRMovify 7G71mPay S.A. 7J12mSensis S.A. 7K08, 8.1I49Multimedia Development Corporation Sdn Bhd 7L71Multiwave Sensors Inc. 7I51myFC 7F41Nakina Systems 7J11Neofonie Mobile GmbH 7G21NetAxis Solutions 7G71Netrounds 7F41Netsweeper 7K50New Times Overseas Exhibition Co., Ltd 7M41Newings Technology Co.,Ltd 7M11NewNet Communication Technologies 7P16MRNexeven 7F41NII SOKB Ltd. 7J71NIPA-National IT Industry Promotion Agency 7E21Nomad Connection, Inc. 7E21Novatti 7J25NoviFlow Inc. 7H41NquiringMinds Ltd 7C70NRT Technology Corp 7K50NTG Clarity Networks Inc. 7K50NuRAN Wireless 7H41NXP 7E30Octasic In 7O22MROnePhone Holding AB 7F41Ontario, Canada 7I51, 7K50OP-TIM 7G71OpenSignal 7B15opentrends 7J20OptiWi-fi 7F70Oxygen8 Communications Ltd 7F80Panamax Inc. 7N60Panasonic Enterprise Solutions Company 7M28Pebble Technology Corp / Widget UK Ltd Distribution 7C32Peli Products 7J08Peraso Technologies Inc. 7K50Perception TV 7B85Perfecto Mobile UK LTD 7O2MRPERFEKT Krzysztof Banach 7M45Perples 7E21Phonedeck GmbH 7G21PMC-Sierra Inc. 7O30MRPolar Power Inc 7M40PortaOne 7H11POVR (3G Multimedia) 7G50Powerstorm 7M30Pramac 7M38Primal Technologies Inc. 7I51Priori Data GmbH 7G21Professional Quality Assurance Ltd 7H40PSA Parts Ltd - Duracell 7M47PTM Group BVBA 7G71Purple WiFi 7B19PYCO GROUP 7G71QRC Technologies 7M25, 7O6MRQuamotion 7G71Québec (Canada) 7H41Quram 7G61RAMZO 7J61Ranplan Wireless Network Design 7C12Raycap Inc 7J38RealVNC 7C81Recon Instruments 7H40ResponseTek 7H40

ReunIT 7G71RFM WIRELESS 7G61RFWindow Co.,Ltd 7O18MRRockshore 7C16RTx Technology Co.,Ltd 7G61S2M 7J61SalesSeek 7B27SAMJI Electronics Co.,Ltd. 7N71SanDisk 7A61Santok 7F21SBS spa 7N45Scottish Development International 7B11Seavus 7E41Sendum 7H40Sequans Communications 7I81Shanghai Tricheer Technology Co., LTD 7H22, 7O3MRShen Zhen Unitone Electronics Co.,Ltd 7M27SHENZHEN ACT INDUSTRIAL CO;LTD 7M09Shenzhen Baolifeng Opto-Elec Co., ltd 7N83Shenzhen Bmorn Technology Co.,ltd 7I82SHENZHEN BOWAY ELECTRONICS CO., LTD 7M37Shenzhen Chuangxinqi Communication Co.,Ltd 7I92Shenzhen Diadem Technology Co., Ltd 7K63ShenZhen Electronics Co.,Ltd 7J28Shenzhen Envicool Technology Co., Ltd 7K15SHENZHEN EYCOM TECHNOLOGY CO.,LTD 7L78SHENZHEN HAOCHENG COMMUNICATION TECHNOLOGY CO.,LTD 7L51Shenzhen Hengnuo I.O.T tech company limited 7K64Shenzhen Hi-Power Technology Co., Ltd 7N63Shenzhen Honghaijia Communication Technology Co.,Ltd 7M35Shenzhen Hosin Communication Technology Co., Ltd 7H05Shenzhen Huihua Exploit Technology Co.,Ltd 7M19Shenzhen ICOO Electronics Technology Co., Ltd. 7I84Shenzhen Joyful Import & Export Co.,Ltd 7M17SHENZHEN KONECT COMMUNICATION EQUIPMENT CO.,LTD. 7M31Shenzhen Konka Telecommunications Technology Co.,Ltd. 7I71Shenzhen Noitavonne Electronics and Technology Co. LTD 7I90Shenzhen O-Film Tech. Co., Ltd 7C50Shenzhen Rainbow Time Technology Co.,Ltd. 7M29Shenzhen SED Wireless Communication Technology Co.,Ltd. 7G05Shenzhen Tianlong Century Technology Development Co.,Ltd 7M21Shenzhen Tianruixiang Communication Equipment Limited 7H23Shenzhen Trigger Scien-tech Co.,Ltd. 7I94Shenzhen Vastking Electronic Co., Ltd. 7M41SHENZHEN VIKIN COMMUNICATION TECHNOLOGY 7N81SHENZHEN WJM SILICONE & PLASTIC ELECTRONIC LTD.,LTD 7N59Shenzhen ZHANWEIXUN Technology CO., LTD. 7K81SiBEAM, Inc. 7F31Sicotel Communications 7J61Silicon Image 7F31Silicon Mitus, Inc. 7G61Simless Inc. 7K27SkyWave an ORBCOMM Company 7K50SLA Mobile 7O35MRSmall Cell Forum 7F61Smart Wallet 7H40SMSE - Swedish M2M Service Enablers 7F41Solara Remote Data Delivery Incorporated 7H41SOLARWAY F.Z.E 7K21Spacosa Corp. 7E21SPLICE Software 7H40SPS Inc. 7E21Star Solutions International Inc. 7H40Starhome Mach 7F51STMicroelectronics International NV 7B140, 7B146Stream Technologies Ltd 7C18Sub10 Systems Limited 7N93MRSun High Solutions 7N41SUN-FLY International Business Development Ltd. 7J73Supercharge Ltd 7G50Sweden at Mobile World Congress 7E41, 7F41Sweden Mobile Association (SMA) 7E41Swift Labs Inc 7I51SwiftKey 7P26MRSymsoft 7G60SYSTRAN International 7G61T 7M59Tactel AB 7F41TAEYANG I.S CO., LTD 7M57Tagattitude 7J18Takemetuit Inc. 7K50Tamoco 7C70Tangram Factory Inc. 7L81Tech Fuzzion Europe, Lda 7M53Teclo Networks AG 7G11TEKTELIC Communications Inc. 7H40Telavox AB 7E41Telepin Software 7K50TERACLE 7G61TestObject GmbH 7G21The Human Chain 7O32MRTHEHAN INC. 7G61ThroughTek Co., Ltd. 7M01TM Forum 7N89MRTMONET 7G61Trade and Invest British Columbia 7H40TransferTo 7H08Trustonic 7G81Ttec 7N65, 7N95MRTUCANO 7N43Tunnelbear 7I51Tutela Technologies 7H40tyntec 7C80, 7P24MRTYRONE FABRICATION LTD 7K35UBRIDGE CO., LTD. 7E21UK Trade & Investment 7C40UL 7K40UNISTAR TELECOM CO.,LIMITED 7K61UXP Systems Inc 7I51VASCO Data Security 7G71Verifone 7O14MRVeriTran 7J06VISICOM 7C65Vonetize 7I83WALTOP International Corp. 7C07Watchdata Technologies 7K51WebAction 7G80Wedge Networks Inc. 7H40WeDo Technologies 7G09WEENKO 7J61West One Technology LTD 7C30

WEVERCOMM CO., LTD. 7G61whatever mobile GmbH 7G21WiMatek Systems 7H40WIN 2000 TELECOM. CO., LTD 7J32WIND RIVER 7J65, 7O5MRWipro Limited 7C21Wirecard Technologies GmbH 7K30WirelessMe Limited 7H17World Telecom Labs 7G71Wray Castle Limited 7B17Wyless 7B29Wysdom 7I51Xi'an Yu Tong Intelligent Technology Co.,Ltd 7K41XINTEC 7F70Xoanon Analytics 7F41Yapital Financial AG 7K20Yifang Digital(Hongkong) Company Limited 7K78Youmi(Guangzhou) Mobile Co., LTD 7N67Zetes 7G71Zhejiang Ebang Communication co.,ltd 7D76Zhejiang Shangcheng Science & Technology Co., Ltd 7L76Zhilabs S.L. 7M05, 7O1MRZhuhai XH Smartcard Co.,Ltd 7J30Zinwave Ltd 7O31MRZIRA Ltd. 7K10

HALL 8.0

Abinsula S.r.l. 8.0B10Action Mount 8.0E14Actions srl 8.0B10AdFalcon 8.0E24ALTRAN 8.0F30Amazon Appstore 8.0K12MR, 8.0K13MR, 8.0K16MR, 8.0K19MR, 8.0K9MRAOL Platforms 8.0D70MRAppiris 8.0K22MRApplix Group 8.0B10Appnext Ltd. 8.0F18Apptripper 8.0B10APPTURBO 8.1E30, 8.0D66MRAscot Industrial Srl 8.0I20AsGA Sistemas 8.0E10Asurion 8.0K10MRAVG Technologies 8.1B74, 8.0D65MR, 8.0D69MR, 8.0D75MR, 8.0E60MRAXONIX 8.0I37Azcom Technology 8.0E62MRBadu Networks 8.0G14Baidu, Inc 8.0K15MRBamboo Group 8.0I12Beintoo 8.0C49Beleader Internet Marketing S.L. 8.0I39BeMyApp 8.0D24Big Data Expo 2015, Guiyang, China 8.0F34Big Data Lab 8.0J40Blue Telecom Consulting 8.0D20, 8.0A10MRBTI Wireless 8.0J30Butlr - Your Digital Concierge 8.0B10CAKE 8.0G17CalAmp 8.1B71, 8.0D79MRCar Easy Apps Consortium 8.0D30Cartesian 8.0C73MRCertillion 8.0E10Cheetah Mobile Inc. 8.0E9CI&T 8.0E10Compatel Ltd 8.0I13Comtrade 8.0G20Confiz Limited 8.0I19Controllis Limited 8.0D21Cradlepoint 5J20, 8.0E14, 5L31MRCycle30 8.0K11MRDATACOM 8.0E10Datalab 8.0E10DivX, LLC 8.0K6MR, 8.0K8MRDot Hill Systems 8.0H14Dr Security 8.0C19DSPmobi 8.0I9eMotion Digital 8.0E10Enjinia 8.0B10ENNOVA SRL 8.0B10Enterprise Estonia 8.1K31, 8.0E76MREU 5G Research - 5G PPP / 5-Alive project 8.0B17Evamp & Saanga 8.0I19Expway 8.1D41, 8.0E80MRFeitian Technologies Co., Ltd. 8.0I7FictionCity Holding Inc 8.0C45FierceWirelessEurope/TelecomsEMEA 8.0C29FINEDIGITAL Inc. 8.0E56Flazio Srl 8.0B10FONEWARE 8.0G13FotoNation 8.0A12MRFrog Cellsat Limited 8.0I15Genesys Telecommunications Laboratories Inc. 8.0E29Global Kristall Aps 8.0F20Google AdMob 8.0B16, 8.0B12MR, 8.0B15MRGreenwave Systems 8.0K14MRGSMA Intelligence 8.0K2MRGuangDong Saifei Sapphire Technology Co., Ltd. 8.0J20Headway Digital 8.0J24HICS società cooperativa 8.0B10HIMOINSA 8.0D40HoloDigilog Human Media Research Center 8.0I25Hong Kong Science & Technology Parks Corporation 8.0D57Icaro Tech 8.0E10iconmobile group 8.0H16Idaho Department of Commerce (USA) 8.0E14IneoQuest 8.0E34Intertrust Technologies Corporation 8.0F15Intis Telecom 8.0J10IOLAN B.V. 8.0E52IOTS World Congress 8.0E37iStartLab Srls 8.0B10ITALIAN TRADE AGENCY 8.0B10ITS Consulting 8.0E10IXIA CORP 8.0E10Jampp 8.0K20MRKAAZING Corporation 8.0H10KHOMP 8.0E10kkM 8.0I35Kolektio 8.0B10KUKACLIP 8.0H20

La Comanda 8.0B10LEXIBOOK 8.0D29M-AdCall Digital Media Pvt. Ltd. 8.0D25Marfeel Solutions S.L. 8.0J6MC1 8.0E10MetaGeek 8.0E14mGage 8.0H11mLearn Mobile Education 8.0E10MOBI Antenna Technologies(SHENZHEN)Co.,Ltd 8.0J14Mobile King GmbH 8.0E30Mobile Value Partners 8.0A14MRMobiMESH & VoiSmart 8.0B10Mobvista 8.0I10MONO INFO SYSTEMS CO., LTD 8.0E58MSC Modular Smart Case by VersaSpaGmbh 8.0F36Nafithtech 8.0D49NetMediaEurope 8.0E46Network Kinetix 8.0F17New Relic 8.1B13, CS60, 8.0C59MRNingbo Yuda Communication Technology Co., Ltd 8.0I33NTS RETAIL 8.1B61, 8.0K23MROpenX 8.1J31, 8.0E69MR, 8.0E70MROSRAM Opto Semiconductors GmbH 8.1I59, 8.0C63MRPakistan Software Export Board 8.0I19Paqos 8.0B10Park Smart s.r.l. 8.0B10ParStream GmbH 8.0C25PhotoSpotLand 8.0B10pixelBook Srl 8.0B10Plus One Marketing Ltd. 8.0E19Prime Systems 8.0E10PubCoder Srl 8.0B10PublicVine 8.0K26MRPushapp srl 8.0B10QUASARMED SRL 8.0B10Quixey 8.0D80MRReach-in 8.0E14RealNetworks 8.1J13, 8.0C67MR, 8.0C69MRRecarga.com 8.0I23RemOpt 8.0E10RGT 8.0E10Rubicon Project Ltd. 8.0G19Securcube 8.0B10SHENZHEN HOMECARE TECHNOLOGY CO., LTD 8.0I6Shoozy 8.0B10Shuangdeng Group Co., Ltd 8.0I8Sicap 8.0G11SIGFOX 8.0C10, 8.0D67MRSikur 8.0F11Sivers IMA 8.0D60MRSOFTEX - Association for the Promotion of Brazilian Software Excellence 8.0E10Sorriso Technologies Inc 8.0E16Spectrummax 8.0E40Splunk Inc. 8.0I27Spotlime 8.0B10SpotXchange 8.0F40StradVision, Inc. 8.0E36Summit Tech 8.0F10Swenggco Software 8.0I19Swrve 8.0E38, 8.0D76MRTalent Garden srl 8.0B10TapCommerce 8.0C65MRTaptica 8.0D50Tech Mahindra Ltd. 8.0K21MRTecnew 8.0E10Telecom Review 8.0F38TeleSemana.com 8.0I41The People’s Government of Guiyang City 8.0F34ThingWorx, A PTC Company 8.0K27MRTokenlab 8.0E10Trend Micro Incorporated 6L61, 8.0D39Trust International B.V. 8.0C35TUNE 8.1J20, 8.0C77MRTwilio 8.1H51, 8.0K25MRUBIqube (Ireland) PLC 8.0C55Valid8.com, Inc. 8.0I11ValueLabs 8.0I29Verizon 8.0D10, 8.0A16MR, 8.0E64MRViettel Telecommunications Network Equipment Manufacturer - Viettel Group 8.0G2VISA SPA 8.0H9VÍSENT 8.0E10Vkansee Technology Inc. 8.0E39Westell Technologies 8.0C15WINDBLOCKER International B.V. 8.0G21Winjit Technologies 8.0D14YO! 8.0F08YouAppi 8.0E54Youbiquo S.r.l. 8.0B10YuppTV Inc Ltd., 8.0D58ZTE Supply Chain Co.,Ltd 8.0E50

HALL 8.1

42matters 8.1G58Accengage 8.1D41Accusonus SA 8.1I49Acision 8.1A41Acrobits s.r.o 8.1K54ActLight SA 8.1G58Adcash 8.1K68Adiquity 8.1G69adjust GmbH 8.1H68AdMaxim 8.1I10ADSMEDIA MOBILE ADVERTISING,S.L. 8.1K48Advantage Austria 8.1B61Adxperience 8.1E49Affle Holding Pte Limited 8.1K11Afilias (dotMobi) 8.1C31AgileWorks Ltd 8.1K31Airpush 8.1D60ALK Technologies Ltd. 8.1D59ANALOG TWELVE Co., Ltd. 8.1K42ANDREXEN 8.1K54Anyline 8.1B61APImetrics 8.1A11App Annie 8.1D53Appaloosa Technology 8.1D41Applause 8.1J9Applidium 8.1D41AppLift GmbH 8.1E68


EXHIBITOR LISTING



AppNexus 8.1F65AppsFlyer 8.1J30Apptentive 8.1A11AppThis 8.1K20Apptimize 8.1H13APPTURBO 8.1E30, 8.0D66MRAptoide 8.1G59Aquafadas 8.1E49arcatech ltd 8.1H49Aula365 8.1J67AutoGraph, Inc. 8.1A11AVG Technologies 8.1B74, 8.0D65MR, 8.0D69MR, 8.0D75MR, 8.0E60MRAwards Solutions, Inc CC8.17A&BAwoX 8.1E49AXIBLE TECHNOLOGIES 8.1E49BANDAI NAMCO Games Inc. 8.1K42Batch.com 8.1B21BAYERN INTERNATIONAL - Bavarian Bureau for International Business Relations 8.1I59Beekeeper 8.1G58BeeOne Communications SA 8.1G58Beeweeb 8.1H11Bidstalk PTE Ltd 8.1I20BIGLOBE Inc. 8.1K42Black Pixel 8.1A11BlueID SDK - Secure mobile keys 8.1I59Buddy Platform, Incl. 8.1A11Bulletin.net 8.1J7BuzzCity 8.1D66CalAmp 8.1B71, 8.0D79MRCanonical Group Ltd. 8.1F41, CC8.20, CC8.21Capptain 8.1D41CARTELMATIC 8.1D41CashSentinel 8.1G58Catalunya Apps 8.1K48Cellfish 8.1D41Celltick 8.1C20Centre for Secure Information Technologies (CSIT) 8.1H49Cequens Telecom 8.1K22CHAR.DIMITRACAS SA 8.1I49ClicksMob 8.1J34CM Telecom 8.1D50COLOPL, Inc. 8.1K42COYOTE 8.1K14CreaLog GmbH 8.1I59CRITEO 8.1F70Crittercism 8.1D15Crossrider 2D50, 8.1K85CYBIRD Co., Ltd. 8.1K42Cytech Mobile 8.1I49D'arriens 8.1E60D2C Inc. 8.1K42DAEM S.A 8.1I49Dbros Co., Ltd. 8.1J5DigiFlak OU 8.1K31Digital Horizons Limited 8.1H50Digital Turbine 8.1J14, 7O24MRDIMOCO Europe GmbH 8.1K41Dinube 8.1K48DISPLEX / E.V.I. GmbH 8.1I59dmg - DSNR Media Group 8.1E10DWANGO Co.,Ltd. 8.1K42Ecofleet by Oskando 8.1K31Edelman Spain CC8.24BEDSI-Tech Sàrl 8.1G58Eesti Telekom AS 8.1K31Elatec GmbH 8.1I59emporia Telecom Produktions- und Vertriebs GesmbH & CoKG 8.1B61Enterprise Estonia 8.1K31, 8.0E76MREnterprise Greece S.A 8.1I49Exosite, LLC 8.1G61Expway 8.1D41, 8.0E80MREyelead Software 8.1I49F5 Media 8.1J17FASMETRICS S.A 8.1I49Faveeo SA 8.1G58Fern Software 8.1H49Fiksu 8.1H22First Technology 8.1H46Flapit 8.1H19FLIR Systems 8.1C21Flirtie 8.1K48FMC GROUP 8.1D41Fortumo 8.1K31FRENCH TECH PAVILION / BUSINESS FRANCE 5B41, 5B61, 8.1D41, 8.1E49Fyber 8.1I11GAIDDON Software 8.1D41Game Insight 8.1F31GaneshaSpeaks.com 8.1B15General Motors 8.1I50, 2EMR.B1, 2EMR.B2General UI 8.1A11Geotag Aeroview (TripInView) 8.1I49GfK 8.1F50Globalcomm Europe 8.1K48Globo 8.1D49Glympse 8.1A11GoodBarber 8.1D41Government of Catalonia 8.1K48, CS50GREE, Inc. 8.1K42Greenhouse 8.1K31GungHo Online Entertainment, Inc. 8.1K42Guppy Games | Media 8.1A11Healthapp, S.L. 8.1K48Hellenic Association of Mobile Application Companies 8.1I49HEY! 8.1G58Horizon Video Technologies Inc. 8.1I49i-mobile 8.1K42i2CAT Foundation 8.1K48i3DESIGN Co., Ltd. 8.1K42IKARUS Security Software GmbH 8.1B61IKCOM 8.1D41Iken Personics 8.1B77Imaxel lab 8.1K48Immersion 8.1G41iMobileMagic / PhoneNear 8.1G63indoo.rs GmbH 8.1B61IndoorAtlas 8.1A11Indus Net Technologies Private Ltd. 8.1H21Infobip 8.1F49Infonova 8.1B61, 2B42MR

InnerSense 8.1D41InnoQuant Strategic Analytics 8.1K48Innovae Augmented Reality Agency 8.1K48INNOVATHENS 8.1I49INRIX 8.1A11Intel Corporation 3D30, 8.1E41, DMR CC1.3 MonInternetQ 8.1I40Invest Northern Ireland 8.1H49Irida Labs 8.1I49IronSource 2D50, 8.1A73ItsOn, Inc CC8.8ITTIAM SYSTEMS 8.1K24JOANNEUM RESEARCH Forschungsgesellschaft mbH 8.1B61Kantar 8.1D51Keima 8.1H20King of App 8.1K48Kirusa 8.1J15Kizeo 8.1E49Klab 8.1K42Kochava 8.1K16KRITER SOFTWARE, S.L. 8.1I18La Factoria Interactiva 8.1K48Leadbolt 8.1C11LEDGER 8.1E49Lextech Global Services 8.1I21Lleida.net 8.1I41LOCAL MOBILE MARKETER 8.1H49LOOPY · Quo App Solutions, Inc 8.1D20M-BIZ Global Group 8.1G58M-STAT S.A. 8.1I49M7 Managed Services Ltd 8.1H20Madgic 8.1D41Manage 8.1J10Mars Media Group 8.1H70Marvell CC8.13, CC8.14, CC8.15Massive Impact 8.1E22Matomy + MobFox 8.1F71Maxim Integrated CC8.3mBlox Limited 8.1C41MediaMath CC8.9 - DMRMessageBird 8.1I63Metaio GmbH 8.1G47Microgaming 8.1G35Micronet SA 8.1I49Millennial Media 8.1B41millenoki 8.1G71Mining Essential 8.1E49MINUTE TRANSFER 8.1E49Mister Bell 8.1D41MLS FIRMWARE SA 8.1I49MOBAPI by Bitwip 8.1E49Mobibase 8.1H58Mobile Content Forum 8.1K42Mobintouch 8.1D10MobiSystems 8.1B73MobPartner 8.1B11Mobusi Mobile Advertising 8.1K64Mobyt S.p.A. 8.1D71mOddity mObile 8.1K48MONSAN 8.1K77Mooncascade 8.1K31MoPub CC8.4, CC8.5MotionLead 8.1D41Movintracks 8.1K48Mozoo 8.1D21MPASS Ltd 8.1I49mSensis S.A. 7K08, 8.1I49MTI Ltd. 8.1K42MTT Mobile tout Terrain 8.1D41MUBIQUO 8.1D20Multimedia Knowledge & Social Media Analytics Laboratory 8.1I49MyOmega System Technologies GmbH 8.1I59NAKA AG 8.1G58NCSR Demokritos - Integrated Systems Laboratory 8.1I49Neomobile 8.1I16, 6N25MRNeoSOFT Technologies 8.1C10net mobile AG 8.1B51netelip 8.1H60New Relic 8.1B13, CS60, 8.0C59MRNEWSPHONE 8.1I49NEXPERTS 8.1B61NexStreaming 8.1E70Next Future Lab 8.1J5Nite Ize Inc 8.1G70Norbsoft 8.1G33Northern Ireland 8.1H49NTH AG 8.1K51NTS RETAIL 8.1B61, 8.0K23MRNUTITEQ 8.1K31NVIDIA CC8.10OBRELA SECURITY INDUSTRIES S.A. 8.1I49OLA mobile 8.1D31OneVisage 8.1G58OnYourMap 8.1J71Open Geospatial Consortium 8.1K52Open Mobile Alliance 8.1K52OpenMarket 8.1D11Openwave Mobility 8.1H49, 6N12MROpenX 8.1J31, 8.0E69MR, 8.0E70MROpera Mediaworks 8.1B20OrbiWise SA 8.1G58Orca Wave 8.1A11OSRAM Opto Semiconductors GmbH 8.1I59, 8.0C63MROXYGEN BROADBAND 8.1I49PARKNAV 8.1I21Pinnatta 8.1I49PlayFab 8.1A11Pocket Media 8.1K70Pradeo Security Systems 8.1E49PubMatic, Inc. 8.1D14qipp ag 8.1G58QuickPlay Media 8.1H44Reach-U 8.1K31RealNetworks 8.1J13, 8.0C67MR, 8.0C69MRREGATE SA 8.1I49Remo Software 8.1J11Rezopep - The Midi Pyrenees Business Incubator Network 8.1D41RouteSms Solutions Limited 8.1E51Salesforce.com CC8.12, CC8.22Samsung Electronics Co Ltd 3H10, 3I10, 8.1A61, 2M10Scandit AG 8.1G58SchoolBusNotes 8.1I49

Schreiner Group GmbH & Co. KG 8.1I59ScientiaMobile 8.1C13SecurePIM by virtual solution AG 8.1I59Sequitur Labs Inc. 8.1A11SIEN 8.1D41SignWise 8.1K31SimilarWeb 8.1K62SingularLogic 8.1I49Sirqul, Inc. 8.1A11SK (Certification Centre Estonia) 8.1K31Smaato 8.1E61Smart AdServer 8.1E49SMARTVISER 8.1D41Snow Engineering 8.1D41Softonic 8.1K65SOFTWEB ADAPTIVE I.T. SOLUTIONS 8.1I49Sonix Co., Ltd. 8.1K42Sonorys Germany GmbH 8.1I59Sony Mobile Communications - Developer World 8.1B53SPEC INDIA 8.1D70Spicysoft Corporation 8.1K42Spotlio AG 8.1G58Spreadtrum Communications (Shanghai) Co.,Ltd. CC8.2SSPE "Kartographia" 8.1K66StartApp 8.1B12State of Illinois 5I31, 8.1I21SUMMVIEW 8.1D41Supersonic 8.1H48Surf The Web 8.1K48Switzerland Global Enterprise 8.1G58Swoodle 8.1H49Symphony Teleca Corp. 8.1B75, 2G11, 2G13Syntonic 8.1A11Sysmosoft SA 8.1G58Tabernus Europe Ltd 8.1H20TalisLife 8.1G58Tapjoy 8.1D65TAPTAP Networks 8.1A21Teads 8.1E67TEKONSULT 8.1I59Telecom Italia CC8.1TELENAVIS S.A. 8.1I49Telintel Ltd 8.1K40TELLMEPLUS 8.1E49Terragon Group 8.1D68Testbirds GmbH 8.1J3The Boston Consulting Group DMR CC8.8Tizen 8.1H65Tobit.Software 8.1I61Torry Harris Business Solutions 8.1D61TouchBase 8.1A11TouchPal 8.1E20Trademob 8.1G20Tronic's Microsystems 8.1E49TRUSTe 8.1H15Trusted Logic 8.1E49TUNE 8.1J20, 8.0C77MRTwilio 8.1H51, 8.0K25MRTyroo (SVG Media Pvt. Ltd.) 8.1H64UbiNuri Inc. 8.1J5Uepaa AG 8.1G58UNCOVER TRUTH Inc. 8.1K42UNICOPE GmbH 8.1B61Uniface 8.1K79UppTalk (Grupo MasMovil) 8.1K48Urban Airship 8.1C14UTEL 8.1D41VAS2Nets Technologies LTD 8.1D72Vci 8.1I49Viacom International Media Networks CC8.24AVibes 8.1I21VIDAVO S.A. 8.1I49VisoCon GmbH 8.1B61Vispel by Inkspin1 8.1K31Vital Energy GmbH 8.1I59VoiceWeb S.A. 8.1I49Voluum 8.1J64Voxygen SAS 8.1D41Vserv 8.1G11Washington Interactive Network 8.1A11Washington State Department of Commerce 8.1A11WASSA 8.1D41WAZAPP 8.1D41Webaroo Inc. 8.1G49WebToGo GmbH 8.1I59Welsh Government 8.1H20Wikitude GmbH 8.1B61WildTangent 8.1I13Witigo 8.1D41WOOEKAN 8.1D41Wyconn GmbH 8.1B61xAd 8.1I51Yadwire Technologies ltd 8.1E58Yandex 8.1K73Yoga Systems 8.1K31

CONGRESS SQUARE

Abertis Telecom CS60Accent Advanced Systems CS50ACUNTIA CS60AD TELECOM, S.L. CS50ADSmovil CS140Advanced Automotive Antennas CS50AGILE CONTENTS CS50AiQ Smart Clothing Inc. CS125ALDEAMO CS140Aparca&Go CS50Appszoom Technologies CS60ARGELICH NETWORKS CS60ASCAMM TECHNOLOGY CENTRE CS50Aywant (Zed) CS60AZETTI NETWORKS CS60Barcelona Digital Technology Centre (BDigital) CS50BARCELONA MEDIA CS50Beabloo CS50BEREPUBLIC NETWORKS CS50Bismart CS50CartoDB CS60CMC DIGITAL CS140CodiTramuntana CS50

Compuer Vision Center CS50CONNECTEDEVICE Ltd CS123Crazy4Media CS60CTTC / DLR GfR mbH CS50Deister Software CS60DIALOGA GROUP CS150DIGITAL LEGENDS ENTERTAINMENT CS50DINERO POR TU MOVIL CS60Direccio General de Telecomunicacions CS50Domoti CS140Doonamis CS50Droiders CS121DUAL BEAM MERGER INGENIEROS CS60EEN-Enterprise Europe Network ACCIÓ CS50Effilogics Technologies CS50Enterdev SAS CS140EXSIS SOFTWARE Y SOLUCIONES S.A.S CS140eyebee® by DYNATEC CS60EYETOK CS50Fitbit Inc CS130, 6O32MRFitbit Inc CS130, 6O32MRFlumotion Services SA CS50Fonexion Spain S.A. CS105fonYou Telecom CS50FOONKIE MONKEY CS140ForceManager CS60GARMIN CS90, 7O25MRGARMIN CS90, 7O25MRGESTPOINTGSM CS60GoPro CS120Government of Catalonia 8.1K48, CS50GP ENTERPRISE ASIA LIMITED CS122Guru's System s.l CS50Hi Mom S.A.S. CS140IDI EIKON CS60IMAGIC CS60imasD Tecnología CS60inAtlas CS50Incubio CS50Indra CS60Ingeneo SAS CS140Intesis Software S.L. CS50IP TOTAL SOFTWARE CS140JAL21 Consulting & Venture Capital CS60Jsc Ingenium CS60KIMIA CS60KITMAKER CS60KRONOZ LLC CS100Lechpol CS135Ledmotive Technologies CS50Lhings CS50LPTIC CS156Manduka Games, S.L. CS50MARTIAN WATCHES CS124Masvoz CS60Maxcom S.A. CS135Medtep CS50Mobbeel CS60MOBILE WORLD CAPITAL BARCELONA CS70Mooveteam, S.L. CS60Movilok Interactividad Móvil CS60MyScreenPROTECTOR CS135Neàpolis CS50New Relic 8.1B13, CS60, 8.0C59MRNexus Geografics CS50Nilox CS80NovaIntegra CS140Openshopen CS50Optima Consulting S.A.S. CS140P2i CS165, CS157MRPeel CS180PICK DATA, SL CS60Polaroid CS76Procolombia CS140QUIEROAPPS.COM CS60QUOBIS CS60Qustodio CS50Red Points CS50redBorder CS60Reticare CS60RTC Digital Consulting CS140Safelayer Secure Communications CS60Saygus CS65SDP Telecom a Molex Company CS77Sensing & Control Systems CS60Shoulderpod CS50Signaturit CS50Sistelbanda S.A. CS60SITmobile Soprano Group Company CS50Software Quality Systems, S.A. CS60Spanish Pavilion CS60SPIDERCLOUD WIRELESS CS85STARLAB CS50SVForum CS50Taisys Technologies Co., Ltd. CS75Tecnologías, Servicios Telemáticos y Sistemas SA CS60TELNET REDES INTELIGENTES S.A. CS60Telrad Networks CS160Tu Pediatra Online CS50Unify CS145Validated ID CS50VEXIA CS60Wavecontrol CS50Whiplash Entertainment, SL CS50Worldline CS60Xopik Mobile Marketing, S.L. CS50Xplica't CS50Yup Charge CS50


EXHIBITOR LISTING


1 2 1:31:01 AM


SHOW IN PICTURES



DAY 2Tuesday3 March

09:15 – 10:45

Keynote 3: The Road to 5GHall 4 – Conference Village – Auditorium 1 TweetWall Pro: #MWC15KN3

Moderator

Michael O’HaraCMOGSMA

Günther OettingerCommissioner for the Digital Economy &SocietyEuropean Commission

Ken HuDeputy Chairman & Rotating CEOHuawei

Dr Chang-Gyu HwangChairman & CEOKT

Stéphane RichardChairman & CEOOrange

Rajeev SuriPresident & CEONSN

Steven MollenkopfCEOQualcomm

11:15 – 12:45

Keynote 4: Innovating for InclusionHall 4 – Conference Village – Auditorium 1 TweetWall Pro: #MWC15KN4

Moderator

Erik HersmanFounderiHub

Simon SegarsCEOARM

Raja The MaimunahMD & CEOHong Leong Islamic Bank Berhad

Ajay BangaPresident & CEOMastercard

Sanjay KapoorChairmanMicromax Informatics

Mitchell BakerExecutive ChairwomanMozilla Foundation

Jimmy WalesFounderWikipedia

14:00 – 15:30

Content Evolution for the Multi Form FactorFutureHall 4 – Conference Village – Auditorium 5 TweetWall Pro: #MWC15EVOM

ModeratorJefferson Wang, Partner, Wireless & Mobility Group, IBBConsulting Group

Will Law, Chief Architect, Akamai

Geir Skaaden, SVP, Digital Content & Media Solutions, DTS

Evan Sharp, Co-Founder & Head of Creative, Pinterest

Raj Talluri, SVP, Product Management, Qualcomm

Brendan Handler, VP, Global Business & TechnologyStrategy, Twentieth Century Fox Home Entertainment

Bob Bakish, President & CEO, Viacom International Media

Hugo Barra, Global VP, Xiaomi

14:00 – 15:30

WearablesHall 4 – Conference Village – Auditorium 4 TweetWall Pro: #MWC15WEAR

ModeratorBrent Blum, Wearable Technology Practice Lead, Accenture

Gareth Jones, VP & GM, EMEA Sales, Fitbit Inc.

Ariel Garten, CEO, InteraXon

Eric Migicovsky, CEO & Founder, Pebble

Josh Waddell, VP, Mobile Innovation Center, SAP

Joan Ng, SVP, Product Marketing, Jewellery, Asia Pacific,Swarovski

Jüregen Winandi, Head of SAP Mobile Integration,Swisscom

Stephen Shurrock, CEO, Consumer, Telefónica

CONFERENCE AGENDA*



14:00 – 15:30

Connected Citizens, Managing CrisisHall 4 – Conference Village – Auditorium 2 TweetWall Pro: #MWC15CIT

Moderator:Alec Barton, Founder & Publisher, Developing Telecoms

Chris Weasler, Director, Global Connectivity, Facebook

Aicha Evans, VP & GM, Platform Engineering Group, Intel

Mark Surman, Executive Director, Mozilla

Karim Khoja, CEO, Roshan

Christopher Fabian, Senior Advisor on Innovation to theExecutive Director, UNICEF

Steven Rynecki, Regional Innovation Advisor, USAID

14:00 – 15:30

Realising the Enterprise IoT OpportunityHall 4 – Conference Village – Auditorium 3 TweetWall Pro: #MWC15IOT

ModeratorJim Morrish, Chief Research Officer, Machina Research

Marc Jones, Chairman & CEO, Aeris

Dirk Slama, Director Business Development, Bosch SoftwareInnovations

Anthony Norris, SVP, Customer Access Solutions,Information Technology, FedEx

Bill Ruh, VP, Global Software Centre, GE Software

Alicia Asín, CEO & Co-Founder, Libelium

René Honig, VP, Strategy, Portfolio & Innovation, ShellTechnical & Competitive IT, Shell

14:30 - 16:30

Global Mobile Awards CeremonyHall 4 - Conference Village - Auditorium 1

16.00 – 17.30

Context is King: Capturing the MobileContent OpportunityHall 4 – Conference Village – Auditorium 5 TweetWall Pro: #MWC15CONT

ModeratorJulie Ask, VP & Principal Analyst, Forrester Research

Bob Lord, CEO, AOL Platforms

Ambarish Mitra, Founder & CEO, Blippar

Andrew Harrison, Deputy Group CEO, DixonsCarphone Plc

Mark Howard, Chief Revenue Officer, Forbes Media

Peter Fitzgerald, Country Director, Google UK

Jennifer Tejada, President & Chief Executive, Keynote

Brent Herd, Head of Telco Strategy & Development, Twitter

Ran Ben-Yair, CEO & Co-Founder, Ubimo

16:00 – 17:30

Enabling M&A for Industry GrowthHall 4 – Conference Village – Auditorium 2 TweetWall Pro: #MWC15MA

ModeratorB. Holt Thrasher, MD, Mooreland Partners

Sriram Prakash, Director, Head of M&A & Growth Insight,Deloitte UK

Olaf Swantee, CEO, EE

Rima Qureshi, SVP, CSO & Head of M&A, Ericsson

Thomas Wessely, Partner, Freshfields

Dan Bailey, MD, Global Head of TMT, Global Banking &Markets, HSBC Bank plc

Mats Granryd, President & CEO, Tele2 Group

Shekar Ayyar, SVP, Strategy & Corporate Development,VMware

Tony Poulos, Market Strategist, WeDo Technologies

16:00 – 17:30

Health & Education for Connected CitizensHall 4 – Conference Village – Auditorium 3 TweetWall Pro: #MWC15HEA

ModeratorSteve Bell, Senior Analyst, Heavy Reading

Valerie Riffaud Cangelosi, New Market DevelopmentManager, Epson Europe

Scott Snyder, President, Mobiquity

Isabelle Hilali, VP, Marketing & Strategy, Orange Healthcare

Rick Valencia, SVP & GM Qualcomm Life, Qualcomm

Emre Tavşancıl, Mobile Health Manager, Turkcell

Dr Francis Yeoh Sock Ping, Group MD, YTL Corporation

16:00 – 17:30

Mobile Retail: Delivering ContextualExperiences to Drive Loyalty & SpendHall 4 – Conference Village – Auditorium 4 TweetWall Pro: #MWC15RET

ModeratorJane Cloninger, Director, Edgar, Dunn & Company

Debbie Kiederer, Co-Founder & CSO, LiveLux.com,Founder & Principal, ChalkDust Consulting

Zaki Fasihuddin, Global Head, Business Development,Digital, McDonalds

Hill Ferguson, Chief Product Officer, PayPal

Dan Soffer, VP & GM, Business Development, VeriFoneIsrael

Michele Janes, VP, Digital, Visa Inc.

18.00 – 18.45

Mobile World Live KeynoteHall 4 – Conference Village – Auditorium 1 TweetWall Pro: #MWC15MWL2

Anne Bouverot, Director General, GSMA

Tom Wheeler, Chairman, Federal CommunicationsCommission

CONFERENCE AGENDA*

* Conference agenda correct at time of print



EXHIBITOR NEWSEXHIBITOR NEWS

Cobham Wireless, formerly theWireless Test Business of Aeroflex,and NI the provider of platform-basedsystems that enable engineers andscientists to solve the world’s greatestengineering challenges, haveannounced a worldwide partnershipto service applications in cellular andconnectivity with solutions based onPXI technology. NI acquires theexisting Cobham PXI modularinstruments hardware product lineand becomes Cobham’s primaryprovider of PXI technology. Thecompanies will also collaborate toincorporate the latest NI PXI modularinstruments, including the NI vectorsignal transceiver with LabVIEWFPGA, into Cobham’s next-generationcellular and connectivity test systems.Cobham Wireless is the NI GlobalPreferred Partner for Cellular andConnectivity Applications, part of theNI Alliance Partner Network.Visit Hall 6 for Cobham Wireless- Stand 6H21 and NationalInstuments - Stand 6E10

Cobham Wirelessand NI Partnerfor Cellular andConnectivityApplications

Bell ID Supports Android & iOSMobile NFC Payments

MBB ConneXion a Huge Success

Good Technology:Securely MobiliseYour BusinessRecent high-profile cyber attacks

have brought renewed attention tothe importance of securing sensitivecorporate data on mobile devices. Atthe same time, a proliferation ofwearables and the Internet ofThings are bringing new potentialexposure points into the enterprise.Good Technology addresses the

convergence of innovation andsecurity in a world of risk. With acomprehensive end-to-endportfolio of secure mobilitysolutions, Good mobilises contentand apps across more than 6,000global organisations – includingmore than half of the Fortune 100. We’re innovating for operators and

businesses with new split-billingdata solutions for BYOD and COPEthat seamlessly separate corporatedata usage, and are delivering themost secure enterprise solution forSamsung Android devices with Goodfor Samsung KNOX.Visit Good Technology in Hall 1,Stand 1B42.

Achieve Ultra High-Definition Display withVESA Display Stream Compression (DSC)The VESA DSC (Display Stream

Compression) standard waslaunched in April 2014 by VESA(Video Electronics StandardsAssociation), in collaboration withthe MIPI Alliance. VESA DSCenables visually losslesscompression for ultra high-definition display products. By adopting VESA DSC,

manufacturers can reduce overallsystem costs, decreasetransmission bandwidth, savepower, lower EMI, and benefit fromgreater component interoperability.Manufacturers can now speed up

DSC adoption with DSC-compliantencoder and decoder IP cores fromHardent. Already being used byleading mobile applicationprocessor vendors, these IP coresoffer a ready-made solution thatguarantees interoperability andcompatibility.

Visit the VESA/DisplayPort standto see a demonstration of thevisually lossless performance ofVESA DSC. VESA/DisplayPort, Hall 5, [email protected]

Huawei successfully held itsexclusive MBB ConneXion event atCasa Llotja de Mar in Barcelonaon Sunday, March 1st. William Xu,Executive Director of the Board,Chief Strategy Marketing Officer,Huawei, gave a welcome speechabout industry collaboration andecosystem support.This prestigious event was

comprised of insightful seminarsfocusing on four of the industry’shottest topics, namely the SmallCell Seminar, Global LTE 700MHzSeminar, 3.5GHz LTE TDD

Roundtable, and LTE NewBusiness Development Seminar,and an evening “LTE Night”. Theindustry’s biggest players andpowerful decision-makers were inattendance and exchanged theirinnovative thoughts and insights.In the following days of

MWC2015, Huawei is expected tocontinue presenting even morehighly-anticipated innovations.

Please come and visit us at FiraGran Via Hall 1.


Bell ID now offers one softwareplatform for banks to support mobileNFC payments on Android and iOSdevices, Bell ID® Token ServiceProvider. EMV® card credentials canbe either loaded and managed onthe mobile device or in the cloudusing host card emulation. Thesoftware is supported by acomprehensive EMVCo tokenizationmodule that removes vulnerablecard data from the paymentnetwork. It has already been testedand deployed in the market for bothoperating systems. David Orme, BellID CEO, comments: “This is great forcustomers who want to offer NFCpayments on a wide range of mobiledevices while at the same timeensuring security using the latestEMVCo tokenization specifications.”

Come and visit our booth 7J31for more information or [email protected]


EXHIBITOR NEWSEXHIBITOR NEWS

Intracom Telecom, aninternational telecommunicationsystems vendor, presents itsOmniBAS packet microwaveportfolio, featuring market leadingmodulation of 4096-QAM, to addresseffectively the LTE-Advancedbackhaul network challenges. The OmniBAS portfolio comprises

novel solutions, covering various formfactors and modularity capabilitiessuch as split-mount systems, indoor(OmniBAS-2W/4W/8W) and outdoorhigh-performance units ideal fornodal applications.The latest addition to the

company’s MW portfolio includesthe all Outdoor SoftwareW-DefinedRadios (OSDR) facilitating flexibleMW topologies for the last mile ofthe network.By deploying Intracom Telecom’s

OmniBAS solutions, operators canbenefit from a comprehensive toolkitthat fits in any network segmentwhile providing leading IP capacityand outstanding RF performance.

Contact Details: Alexandros Tarnaris, Communications Director, Email: [email protected] and visit us at stand 6I40 inhall 6.

Leading 4096-QAMmodulations& Gigabitcapacity byIntracomTelecomThe mobileCore SDK for Android

is one of the top integrated SDKsglobally, with over 70,000 apps andmillions of successful installationsto date. The popular SDK is nowavailable on iOS and is fullycompatibility with IOS 8. mobileCore provides one of the

most comprehensive and

customizable SDKs available in themarket, and the mobileCore adnetwork offers exceptional user-friendly solutions and superioroptimization technology to deliverresults. mobileCore fromironSource is based in Tel Aviv withlocations in New York, SanFrancisco, London, Kiev and Beijing.

ironSource announcesmobileCore SDK for iOS

Mobile Connect- The convenientand secureuniversal log-insolution withprivacyprotection.

MYCOM OSI Launches New Analytics andAutomation Solutions

MYCOM OSI, the leadingindependent provider of ServiceAssurance & Analytics solutions tothe world’s largestCommunications Service Providers(CSPs), has launched new solutionsfor Network Analytics andAutomation. These solutions makeuse of the MYCOM OSI telecomexpertise and years of working

closely with Tier-1 CSP Operationsand Engineering teams. MYCOMOSI ProInsight™ combines networkand service/device/customer data –originally stored in data warehousesof diverse nature including big datastores – to provide insights andenhance CSP decision making.MYCOM OSI ProActor™ helpsautomate network and service

operations processes, and canincorporate expert knowledge andpast experience to increaseoperational efficiency.MYCOM OSI enables ‘Smart

Networks for a Smart World’.

Meet us at stand 1A20, visitwww.mycom-osi.com or contactus on [email protected].

As operators look to Big Data togain insight on user behavior,network performance, andnetwork optimization, thechallenge is having access toreliable, consistent, and cleandata. With NetScout’s AdaptiveSession Intelligence (ASI)technology, operators now haveaccess to traffic flow data - bothreal-time as well as historical

data. Our ASI technologydynamically captures packetmetadata and efficiently stores thisinformation for use with your BigData engine. Clean, consistent,and reliable network traffic data isnow at your fingertips. Unleash thepower of Big Data.

Visit NetScout in Hall 6, booth#6C20 to learn more.

ASI data: The best data for big data

83% of mobile internet usershave concerns about sharingpersonal information whenaccessing the internet or appsfrom a mobile. Mobile operatorscan put trust back into digitalservices by providing secureauthentication and identification.We hold the future of digitalauthentication in our hands – andso do your customers. Simply by matching people to

their mobile phone, Mobile

Connect allows people to log-in towebsites and apps quickly andsafely without the need toremember passwords. Thisinnovative solution is provided bymobile operators worldwide andsupported by the GSMA.Experience and get involved withMobile Connect here today at theGSMA Innovation City Hall 3 Stand3A11 & 3A31. Secure digitalidentity is now in our hands.


OSDR facilitates flexible MWtopologies (PtP & PtMP)


EXHIBITOR NEWS


So enjoy the new phone. Because when the next

o

Syniverse’s IPX network – thebackbone that enables LTEroaming – now managesconnectivity with approximatelyhalf of all mobile operators withcommercial LTE networks andnearly all operators that havelaunched LTE roaming. With IPX as the standard for

today’s 4G experience,Syniverse’s IPX processesbillions of LTE transactions permonth from more than 24 millionmonthly LTE roamers. The total

number of subscribers roamingacross Syniverse’s IPX networkhas increased more than 900percent in the last year due tothe network’s one-connection-to-multiple-services approachthat reduces the number ofnetwork connections an operatormust manage.

Visit us in Hall 2 Stand 2G21.Tweet us your LTE strategy at@Syniverse #MWC15. www.syniverse.com

Syniverse IPXsurpasses 24M monthlyLTE roamers

Procera Networks has launched anew book titled “Mobile SubscriberExperience for Dummies” thatintroduces readers to the topic ofmobile subscriber experiencesoftware. These technologies use awide variety of data-gathering andanalytic techniques to discover whatcustomers are doing and createbetter services for them, and arebecoming essential for providersthat want to keep subscribers happyand onboard new subscribers.Procera is leading the industry with

NFV performance: PacketLogic/V™platform, Procera’s virtualizedsolution, has been clocked at+150Gbps running on Intel COTSplatforms. The company will also joinOpenet and Vodafone in an ETSI Proof-of-Concept demo showing how NFVconcepts can be applied to OSS/BSSto deliver on the promise of NFV.

Visit Procera at stand 5H61 orreach out to us on Twitter at@ProceraNetworks!

PROTEI Steeringplatform deploymentin Batelco (Bahrain)

PROTEI MENA branch (SilatSolutions) completed Steeringplatform deployment in Batelco(Bahrain). Operator has gotfeature-rich system answeringdemands of roaming market.Steering of Roaming service is

implemented in accordance toGSMA IR-73. Range of steeringcriteria supported by the platformgave an ability to adopt the platformto Operator’s businessrequirements. Steering rules may

be applied basing on number ofunique IMSI in the particularnetwork, subscriber’s CoS etc. Theplatform allows solving wide rangeof tasks such as managing roamersprofiles, add/delete supplementaryservices, modify MAP and CAMELphases.Since 2009 PROTEI solutions had

been deployed in 9 countries acrossMENA region.

Stand 5H20, www.protei.com

Tresys Technology, a UScompany, has spent yearsdeveloping its mobile securityexpertise through internal andcustomer-funded research anddevelopment. These effortsculminated in the release ofMobileFortress™ for Android™, asecurity-focused, policy-drivenmobile solution. Now, Tresys isleveraging that experience into awide range of security-focused

service offerings for Enterprises,Carriers, and OEMs. Tresysprovides mobile security consulting,training, and developmentspecifically tailored to address theneeds of our customers. Go tohttp://tresys.com/mwc2015 oremail [email protected] to learnmore about how Tresys can help youbuild and deploy more secure, moreflexible, more sustainable mobilesolutions.


www.neustarforamerica.biz

Waiting in line for one day toget that new smartphone is easy…

Waiting one week for your phone number is not.Neustar ports numbers fl awlessly, even when a hot new smartphone hits the market. No matter how many consumers respond to a mobile operator’s new competitive offer, or want the best deal on a new device, our process takes minutes. As the FCC considers awarding the U.S. number portability contract to Ericsson, it is estimated a transition will adversely impact 12 million consumers, and cost the industry $1 billion in the fi rst year.1 Ericsson offers unproven claims of competence. We offer proven results. So enjoy the new phone. Because when the next one is rolled out, unless Neustar is porting your number, you might need to get ready to wait. Neustar. Stick with what works.

1 Dr. Hal J. Singer, Economists Inc.


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mobile world congress day 2

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