Brief: What Marketers Should Take Away From Mobile World Congress 2015

This year's Mobile World Congress (MWC) in Barcelona brought together 90,000 attendees, including 4,500 CEOs and a growing number of CMOs and marketing leaders. Of course, MWC isn't SXSW or ad:tech; there were a good number of new devices launched but few major marketing concepts or key announcements. Because mobile is a catalyst for business transformation, though, MWC is progressively morphing from a business-to-business (B2B) telecom trade show to an event that affects all industries, from automotive to payments. This report will help marketing leaders cut through the technology hype and give Forrester's perspective on how they should act on the key announcements and themes of this year's edition of MWC.