This document provides a summary of the 2016 Mobile Marketing Association (MMA) recap. It discusses several topics from the Mobile World Congress including the Internet of Things, mobile experience, data segmentation, and connectivity. It also mentions that smartphones are now inseparable from virtual reality. The document focuses on improving mobile experience and overcoming barriers such as security, monetization, and segmentation. It introduces a first mobile-only marketplace in Brazil that combines advertising technology and mobile sales.