Trends Report

Brief: Mobile World Congress 2016 — A Marketer's Lens To See Beyond The Hype

March 3rd, 2016
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Dan Bieler , Luca Paderni , Jennifer Wise , Kasia Madej , Ian McPherson

Summary

This year's Mobile World Congress (MWC) tagline was "Mobile Is Everything." The event brought in 100,000 attendees, including 4,500 CEOs and a growing number of CMOs and marketing leaders. Most marketing and ad-tech vendors showcased their solutions and some made new product announcements. MWC is progressively morphing from a business-to-business (B2B) telecom trade show to an event that affects all industries, from automotive to financial services. This report helps B2C marketing leaders cut through the technology hype and shares Forrester's key announcements and themes from this year's MWC.

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