For the eighth year in a row, we had a team on site at the Mobile World Congress which took place in Barcelona this past February. If you missed the event, don’t worry - we’ve got it covered. Our sales manager Claes Dahlstrand will fill you in on trends and news from this year’s Congress.
On February 22-25 2016, it was once again time for the Mobile World Congress, the World’s Largest exhibition for the mobile industry, with over 100,000 attendees from all over the world. Our team on the ground in Barcelona consisted of Claes Dahlstrand, Reza Assareh and Pernilla Dahlman. We had a chat with Head of sales Claes Dahlstrand, who summarized what stood out during this year’s fair.
What would you say were the general trends at the fair?
‒ The notion that virtual reality and augmented reality is gaining ground is of course old news, but the exhibition convinced me of this even more than ever before. Above all, I think the technology has moved closer to real business benefits. That’s often the case with new technology ‒ initially we see a period of creativity and entrepreneurship where it’s tested in a number of different venues, with many fun and quirky examples of how to use the technology, but most of which never in the end reach the mainstream market. That period is definitely over for VR and AR. They’re now entering a phase where business benefits on a large scale are becoming a reality.
‒ This was most evident in Ericsson’s gigantic booth at the fair, which focused to a large degree on 5G. The focus was not only on bandwidth, but perhaps even more on the extremely short response times that come with 5G, which for example make it is possible to control robots remotely with augmented reality and so-called haptic feedback. Response times in just one millisecond makes haptic feedback, which means you can feel what the machine is doing, possible even at a distance.
Did you see any trends or news at the fair that are of interest to our customers?
‒ Definitely! The fair consisted of hundreds of great business models and opportunities that today’s digital services provide. Many cool startups showcased new IoT gadgets, applications and digital services that could easily be translated for our customers’ needs. The technical possibilities seem almost unlimited when walking around in such an environment. It appears that only the legal and economic restrictions set the limits right now.
Which trends do you think will continue to be hot in next year’s fair?
‒ Perhaps another boring and expected answer, but next year we’ll see more of IoT, VR and AR ‒ with even greater business benefits than this year. I think we’ll see more examples of how all of these new technologies have become a natural part of our reality, not least in the industry but also in ordinary people’s everyday lives. Autonomous cars and all sorts of automation based on these technologies and big data are already here, and a year is a long time in the technology universe.