With the New Year now firmly underway, it’s time to turn our attention to one of the most important events to mark any business calendar.

From the 22nd-25th February, the world’s largest gathering of mobile industry experts will be descending on the Catalan capital of Barcelona for the annual Mobile World Congress (MWC).

The event has traditionally hosted a plethora of new mobile announcements, technology releases and exciting updates from all corners of the industry. Take a look at last year, for example. Samsung used the event as a platform to launch the extremely popular Galaxy S6 Edge series, HTC released their One M9 and Microsoft followed suit with the Lumia 640 and 640 SL.

What’s more, these are just the handsets. We haven’t even got to the wearables yet…

And if the current noise coming from the press is true then we’re in for another roller coaster ride of announcements in 2016!

But there’s more to the Mobile World Congress than the latest announcements from the industry’s heavy hitters.

Over the four-day event a little over 2000 companies of all shapes and sizes occupy the nine halls and outdoor spaces at the Fira Gran Via and Fira Montjuïc. All with something interesting and unique to offer the mobile conversation, a conversation that we think’s as important as the devices that incite it.

One particular discussion on the agenda that caught our eye is the “Brands Go Mobile First” on the Monday morning (Hall 4, Auditorium 3, 10 a.m.)  – Interestingly a topic once visited by our CEO Oscar Macia.

The session aims to illustrate some of the thought-provoking ideas surrounding the delivery of mobile-first options to customers.  With it becoming increasingly important for field sales teams to adopt this same approach, we’re definitely looking to enrich our latest product developments with these conclusions.

Another one to watch out for will be “Enterprise Wearables for Improved Productivity and Safety” shortly following on from our previous suggestion on the Monday morning (Hall 4, Auditorium 5, 11 a.m.)

Led by Chief Research Officer at ABI research, Stuart Carlaw, this session will demonstrate some of the leading applications of wearable technology in the workplace and advantages they bring. Tractica forecasts that enterprise and industrial cases will drive the deployment of more than 75 million wearable devices between now and 2020, possibly outgrowing sales to consumers.

Perhaps not so surprising, really. Using sales as an example, the benefits of the adoption and usage of a smartwatch, for instance, would be seen almost immediately: improved communication, better organisational capabilities and customer relations all stemming from the device’s intuitive features.

Why wouldn’t an employer be interested in this technology?

In fact, we’ll be over at Stand 25 in the Spanish Pavilion to share our own thoughts and insight on the impact of wearables – so say come say hello if you’re about.

And remember, with an estimated 100,000 attendees this year, there’s the potential to forge more business partnerships over four days than in an entire quarter. It’s a must go for those looking to expand, or at least invest in their mobile business offerings.

We hope to see you there!

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