MWC Barcelona brings together a diverse group of industries and regions from every corner of the globe, all connected by a shared passion for technology. Lara Dewar, chief marketing officer of GSMA, discusses with Economy Middle East why this year will be bigger and better for the tech industry event.
How will MWC25 set itself apart from previous editions, and what new elements can attendees expect this year?
You will have to be there to find out and the beauty of MWC is that there are always things new and unexpected! MWC is undeniably the world’s largest and most influential connectivity event, with its unique combination of exhibition, thought leaders, startup platform 4YFN and largest gathering of policymakers who enable the digital economy. From founders to presidents, it’s where ideas, technology and people converge, connect, and create.
We are constantly striving to improve, and this year will be even bigger and better. For the first time, all our stages apart from the main stage will be open, which will be sure to add to the buzz of the show. And in the MWC Conference District, the four stages are named for the pioneers who built our industry’s foundations. The GLOMOs are celebrating their 30th anniversary and new for this year is the Marketing Excellence category at the GLOMOs, something I am particularly excited about. In this category, there are two awards for Best Event Activation and CMO Marketing Campaign Award.
Following a successful pilot last year, Talent Arena, where tomorrow’s tech talent meets today’s employers, will be back – this time at Fira Montjuïc – the former home of MWC. This co-located event will bring together a world-class pool of digital talent to foster connections with leaders from global tech companies and educational institutions.
And my personal favorite, we are launching the CMO Circle which means we are featuring marketing through our programming. Beginning day one with a special keynote from Scott Gallaway, to a session on our Turing Stage, The Future-Ready CMO: From Brand Custodian to Digital Visionary, KPN sharing an award-winning campaign on the main stage and two new GLOMO awards.
Read: e& crowned world’s fastest growing brand as valuation reaches $15.3 billion
Which key themes and breakthrough technologies will take center stage at MWC25?
It’s safe to say AI will be a key theme this year. Across our 19 thought leadership stages, we have an inspiring line-up of around 1,200 speakers – around 40 percent of them are women and about 30 percent from adjacent industries. From 5G inside to AI+ and more, the topics discussed on our stages and on the show floor allow us to examine the latest innovations and trends that are shaping the future of the industry. They are all tied together in our overarching theme, Converge. Connect. Create, which captures GSMA’s vision to unlock the power of connectivity so that people, industry, and society can thrive.
Which industries and regions are expected to have the strongest presence, and what trends are driving their participation?
Last year, we had participants from 205 countries and territories and we are anticipating a truly global showcase, with strong representation from sectors such as telecoms, fintech, manufacturing, healthtech, and automotive – to name only a few. And on our Connected Industries stage, you will find expert discussion about technologies impacting adjacent industries from fintech to sports and entertainment, and to smart mobility and manufacturing and production.
Trends shaping participation this year include the rapid expansion of 5G networks, advancements in AI for business and society, and the growing emphasis on sustainable and inclusive digital transformation. These trends reflect the evolving role of mobile technology as a key enabler of economic growth and social impact worldwide.
What are some of the most highly anticipated product launches and tech demonstrations we should watch for at MWC25?
Every year I am blown away by the fascinating demos and launches that happen at MWC. And if it’s anything like last year, I can’t wait to see everything from connected robots to transparent laptops. I’m proud to share that several first-time exhibitors will join us including China Unicom, Databricks, KDDI Spherience, KYOCERA, Liberty Global, Siemens, SquareTrade, Tata, Tele2, and TransUnion. These companies join thousands of returning exhibitors that make up the global mobile industry and vertical sectors, including Accenture, AWS, China Mobile, Dell, e&, Ericsson, HPE, Huawei, Lenovo, Meta, Nokia, Orange, Qualcomm, SK Telecom, Vodafone, and ZTE.
This year, Elisa and Nokia come together with Elmo cars, pioneers in remote driving technology, and they have created a technology using APIs where attendees can remotely drive a car in Finland live from the show floor. At the GSMA Pavilion, we will also showcase our partnership with VEON, Beeline Kazakhstan and the Barcelona Supercomputing Centre, which is one of the seven AI factories in Europe. This is such a fantastic project, bringing AI to local businesses and citizens.
MWC attracts some of the most influential voices in tech, business, and policy. Who are this year’s standout speakers, and what insights will they bring?
The roster of keynote speakers at MWC25 Barcelona reflects the ongoing evolution of the mobile ecosystem and is our most ambitious line-up ever. I’m looking forward to Arthur Mensch, the co-founder and CEO of Mistral, one of Europe’s most valuable AI startups. OpenAi chairman Bret Taylor, who is also the CEO and co-founder of Sierra, a conversational AI platform for businesses, will explore how AI agents are poised to transform businesses and enterprises worldwide. Scott Galloway, professor of marketing and host of Pivot, one of the world’s biggest podcasts, delving into some the most pressing cultural, social, and economic challenges of our time.
I will also be hosting two keynotes, which I am excited about. On day one, I will be joined by leaders from Telenor, KDDI, MTN and e&, discussing how the convergence of AI, Cloud, and 5G Standalone enables operators to transition from connectivity providers to comprehensive tech. I’m hosting KPN (Royal Dutch Telecom) and Dentsu Benelux as they share their insights and outcomes of an award-winning campaign about online shaming.
What key tips would you offer first-time attendees to ensure they make the most of their MWC25 experience?
The scale of MWC Barcelona is enormous so practically, wear comfortable shoes. But an important principle I’ve learned is to review the agenda online, make a plan, and then hold it loosely. Be open to the serendipitous meetings and unexpected introductions – that’s where the magic is.
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