Mobile World Congress 2015 saw a record turnout of over 93,000 attendees. Key takeaways from the event included: 1) The growing Internet of Things and how businesses can offer connected experiences while ensuring security and privacy; 2) The challenge of balancing security with usability as mobile data and connectivity expand; and 3) Ensuring consumer-centered privacy and control over personal data as it is increasingly collected through mobile devices and apps.

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On the Scene: Mobile World Congress 2015
March 2–5, 2015 #MWC15 #IBMMobile

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A Mobile First World
With a record turnout of more than 93,000 attendees, this year’s Mobile World Congress brought
together business leaders and industry experts in their shared excitement about a thriving
mobile industry and the opportunities it opens up for businesses and users alike. Whether
attending conference sessions, roaming the Fira Gran Via conference center, or chatting with
people around Barcelona, we witnessed the countless ways that mobile is entwined with daily
life. To complement our on-site coverage—transformed into posts and images by our real-
time team in New York—we generated a lively exchange in a tweet chat with influencers and
audience members and captured business leaders on video.

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Takeaway #1
The Internet
of Things

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At Mobile World Congress and around the world, everyone is curious about what the Internet of Things really
means. With the emergence of connected homes, cars, and wearables, and as mobile payments begin to
dominate, businesses must meet the challenge of offering consumers a connected and seamless experience
while also guaranteeing data security and privacy.
The Internet of Things
@IBMMobile
With IoT, a home is no longer static—it can
dynamically change, says George Yianni, CTO of
Connected Lighting, at #MWC15 #IBMMobile

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The Internet of Things
IoT is closer, but it’s not there yet, says @aliciaasin, CEO of
@libelium. ibm.co/17BFZrx #IBMMobile #MWC15
@IBMMobile:

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Takeaway #2
The Challenge
of Security

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Security can’t be a roadblock. Get more info on the CISO
Portrait of Mobility: ibm.co/17BFZrx #IBMMobile #MWC15
@IBMMobile:
50% of consumers consider dropping a brand after a data breach, reported IBM’s Phil Buckellew, VP of Enterprise
Mobile, during IBM’s half-day session on Tuesday. As major technological breakthroughs empower better
connectivity and convenience, businesses must be mindful of enforcing security platforms to stay accountable to
their customers.
The Challenge of Security

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The Challenge of Security
@IBMMobile
3.8% percent of the average enterprise IT budget
is dedicated to security. —@bkrunner, CEO, Intel
#MWC15 #IBMMobile

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The Challenge of Security
Tips for keeping free from fraud at #MWC15. More at the CISO
Portrait page: ibm.co/17BFZrx #IBMMobile #MWC15
@IBMMobile:

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The Challenge of Security
@IBMMobile
Security is no longer about building a wall and
keeping breaches out. —Richard Esposito, IBM
Global Technology Services #MWC15 #IBMMobile

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The Challenge of Security
Keep your customers loyal by keeping their data secure.
More: ibm.co/17BFZrx #IBMMobile #MWC15
@IBMMobile:

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Takeaway #3
Consumer-Centered
Privacy

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In the world of mobile devices, apps, and online services, data is often broadcast by default, without the
consumer’s permission or knowledge. For businesses, a pragmatic framework that gives users choice and control
over their privacy is both an ethical and tactical imperative.
Consumer-Centered Privacy
@IBMMobile
A lack of trust will hit your bottom line. —@gary_
kovacs, CEO of AVG #MWC15 #IBMMobile

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Users worry about privacy more than they take extra steps to
insure it. More: ibm.co/17BFZrx #IBMMobile #MWC15
Consumer-Centered Privacy
@IBMMobile:

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Consumer-Centered Privacy
@IBMMobile
People should be able to control their digital lives
just as they do their offline ones. —César Alierta,
CEO, Telefónica #MWC15 #IBMMobile

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Takeaway #4
Winning at Mobile
Entertainment

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According to Newzoo’s Global Games Market 2014 report, the global videogame business is set to break the $100
billion mark by 2017, with mobile gaming accounting for more than a fifth of that value. The advent of wearable
devices also means new gaming formats and genres that continually disrupt the template of mobile entertainment.
Companies must learn to adapt and maneuver around these changes to win over an ever-growing and shifting
mobile gaming market.
Winning at Mobile Entertainment
@IBMMobile
46% of total gaming revenue comes from just 22% of
all mobile users, says Gamelab Conference’s
@ivanfdezlobo at #MWC15. #IBMMobile

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Winning at Mobile Entertainment
Checkmate—mobile gaming is huge business, notes
@ivanfdezlobo. ibm.co/17BFZrx #IBMMobile #MWC15
@IBMMobile:

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Winning at Mobile Entertainment
@IBMMobile
A 2014 survey says 32% of mobile gamers have paid
for “something.” —@arubenson, Amazon #MWC15
#IBMMobile

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Winning at Mobile Entertainment
A friend and a companion: 65% of users sleep with their
smartphones. More: ibm.co/17BFZrx #IBMMobile #MWC15
@IBMMobile:

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Takeaway #5
The Business
Angle of Accessibility

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One major industry trend is the collective and increasing interest in providing accessibility to the billions who live
off the grid. With two enormous potential markets identified during the conference—people with disabilities and
developing countries—companies can reconcile business goals with the the opportunity to improve the quality of
life for many.
The Business Angle of Accessibility
@IBMMobile
As a company, you can look at accessibility as a
compliance challenge or as an opportunity. —IBM’s
Frances West, @fwest34 #IBMMobile #MWC15

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The Business Angle of Accessibility
Africa remains a huge potential market to connect with mobile
technology. ibm.co/17BFZrx #IBMMobile #MWC15
@IBMMobile:
While relatively few are connected within the developing world, the gap is closing quickly. Is your
enterprise ready for this new market?

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The Business Angle of Accessibility
@IBMMobile
When you deliver coverage to people in more
countries, you make a huge difference. —@kjellm_
johnsen, Telenor #IBMMobile #MWC15

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The Business Angle of Accessibility
Cash is the problem—mobile payments represent the best hope
for financial inclusion, notes Ajay Banga of @MasterCard. More:
ibm.co/17BFZrx #IBMMobile #MWC15
@IBMMobile:
The country of Egypt and MasterCard teamed up to create access to financial services for all citizens, by pairing
the national ID number to a mobile payment plan.

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The Business Angle of Accessibility
@IBMMobile
1 in 7 people have a disability, per the U.N. How
can mobile accessibility be a priority? #MWC15
#IBMMobile

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Takeaway #6
The Future of
Enterprise Mobility

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While enterprise mobility has provided businesses with greater agility and capability to better engage with consumers, it
has opened the door to growing demands for comprehensive services and novel experiences. Businesses that are able
to satisfy the hungry mobile consumer will be rewarded with long-lasting brand loyalty.
The Future of Enterprise Mobility
Francisco González, CEO of BBVA, sees the bank as a digital
company—data, not just bank accounts. ibm.co/17BFZrx
#IBMMobile #MWC15
@IBMMobile:

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The Future of Enterprise Mobility
@IBMMobile
Think value. Start small. Act now. —enterprise
app-dev advice from Richard Esposito, IBM Global
Technology Services #MWC15 #IBMMobile

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The Future of Enterprise Mobility
Phil Buckellew of IBM explains how mobile data will explode
soon: ibm.co/17BFZrx #IBMMobile
@IBMMobile:

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The Future of Enterprise Mobility
@IBMMobile
If your developers aren’t constantly iterating
an app, their competitors are. —@clivehoward,
Creative Intellect Consulting #MWC15 #IBMMobile

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The Future of Enterprise Mobility
Mobile identity innovations from @dgwbirch, director of
@Chyppings. More: ibm.co/17BFZrx #IBMMobile #MWC15
@IBMMobile:

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The Future of Enterprise Mobility
@IBMmobile
Tokenization opens the ecosystem of payment
devices: watches, phones, washing machines, even
cars. —panel discussion at #MWC15 #IBMmobile

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The Future of Enterprise Mobility
Observations from @BillRMcDermott, CEO, SAP. Get more
#MWC15 info at our hub: ibm.co/17BFZrx #IBMMobile
@IBMMobile:

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The Future of Enterprise Mobility
@IBMMobile
It’s not about connections, but the value of the data
from your network of things. —Doug Webster, VP of
Marketing, Cisco #MWC15 #IBMMobile

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Videos and More
Conversations About
Mobile First

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On Day 2 of the conference, @IBMMobile hosted a
tweet chat with industry influencers who discussed the
ways mobile disruption is driving a new way to work.
The participants included Brian Fanzo, partner and chief
digital strategist of Broadsuite; Bryan Kramer, CEO of
PureMatter; James Governor, co-founder of RedMonk;
and Ken Parmelee, director of product strategy at IBM
MobileFirst.
The session (which became a trending topic worldwide)
also included a Q&A with an online audience, who
shared insights about numerous subjects, including
wishlists for future mobile services and what they find
frustrating about the online space.
#MWC15
The lineup included:
Brian Franzo, partner and chief digital strategist of Broadsuite
Brian Kramer, CEO of PureMatter
James Governor, co-founder of RedMonk
Ken Parmelee, director of product strategy at IBM MobileFirst
The Tweet Chat
How Mobile Disruption Is Driving a
#NewWaytoWork
@IBMMobile
@IBMMobile
@Pennyhil
@Ms_Carissa
Q2: How important is your mobile device in
your workflow? #IBMMobile #MWC15
Q7: What app feature frustrates you the most?
#IBMMobile #MWC15
A2: My mobile phone is my eyes, my ears, my
voice, and my personality without being
me #IBMMobile #MWC15
A7: Lack of privacy & required logins are both
frustrating, especially when just want to
see if the app’s worth using.
#IBMMobile #MWC15

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Our team talked with influencers about everything
from accessibility and enterprise mobility managed
services to app building, legacy systems, security,
and new definitions of Mobile First.
You can view all of them on the IBM MobileFirst
Events page.
Mobile First on Video

40. Our roving photographer captured the everyday mobile lives of
people walking around Barcelona—from the fashion designer who
uploads dance videos and “artistic pictures,” to the taxi driver who
uses GPS to navigate around the city, to the student who doesn’t
fall asleep without checking Twitter first. Meet the rest here.
Living Mobile First
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Boasting more than 1,900 exhibitors, Mobile World Congress 2015 showcased new
technologies and innovations, opportunities for businesses to grow, and services
and experiences that will change the way consumers live, work, and join the mobile
economy. From an expanding gaming market to initiatives around global accessibility,
from the Internet of Things to data privacy and security, this year’s event points to an
exciting—if challenging—Mobile First tomorrow.
Click here for the latest in IBM MobileFirst.