Written by H.B. Duran
Interested in checking out MWC Americas in Los Angeles Sept. 12-14? Email us (firstname.lastname@example.org) and you might just get a ticket. First come, first served.
Mobile World Congress Americas has taken the place of the formerly named Super Mobility, but this year’s attendees can expect more than just a name change. In partnership with GSMA and CTIA, Mobile World Congress Americas comes to Los Angeles with its sights set on a new crowd. Unlike its Barcelona counterpart, Mobile World Congress Americas is more focused on B2B than the latest phone models. In addition, moving the event to L.A. has created a hub for entertainment giants to learn and share insights with one another.
Rebranding and renaming the event has been a challenge but GSMA has coordinated with the local Chamber of Commerce, the Los Angeles Mayor’s office and local institutions like UCLA to help spread the word about Mobile World Congress Americas.
“We’re lucky because we’re a global organization with a brand reputation of being non-profit,” said Reed Peterson, senior vice president of GSMA and head of Mobile World Congress Americas. “That helps in terms of marketing and promotion. For us, it’s all about being a force for good. That level of support and branding and recognition across the globe is a great foundation for building this event.”
Peterson said it was this attitude that has helped GSMA market the rebranded event and attracts participants. In fact, Mobile World Congress Americas was born out of this mission, as GSMA realized there was a need for a larger mobile-centric event in the region.
Last year, the event drew approximately 21,000 attendees to San Francisco, compared to over 100,000 in Barcelona. It may be a smaller event in terms of attendance, but GSMA sees tremendous potential for Mobile World Congress Americas—especially once they bring the event to Los Angeles.
“A lot of people recognize L.A. as a media capital of the world but may not understand it’s also a leader in technology and engineering,” explained Peterson. “The fusion of innovation and the entertainment industry makes for a perfect hotbed to build this event. Mobile World Congress Americas has an emphasis on content, media and entertainment driven out of L.A. and West Coast innovation.”
Despite its name, Mobile World Congress Americas is still very much a global event, Peterson explained, with over 1,000 exhibitors representing nearly 20 countries worldwide. Unlike its Shanghai and Barcelona counterparts, however, this event will focus on B2B innovation.
Mobile plays a significant role in advertising, which makes Mobile World Congress Americas a prime location for a meeting of the minds. The CMO and Digital Marketing Conference takes place on September 13 and will feature speakers from tech giants like Google, Facebook and Sprint as well as automotive, journalism and hospitality. Four panels covering topics such as ecommerce and personalization will take a hands-on look at how brands are integrating mobile into their advertising strategies. Some of the CMOs speaking at the conference include Boingo’s Dawn Callahan, iHeartMedia’s Gayle Troberman and the LA Rams’ Ronalee Zarate-Bayani.
“The media industry is converging with mobile—you see that with a lot of acquisitions and mergers,” said Peterson. “The biggest challenge that we have in this industry is working well in that convergence. Working well so that everyone benefits.”
Mobile World Congress Americas will take place September 12-14, 2018 at the Los Angeles Convention Center in Los Angeles. In addition to mobile service providers and hardware manufacturers, exhibitors at the event will represent a wide range of markets from entertainment to automotive. For more information on the Mobile World Congress Americas exhibition, click here.
About the GSMA
The GSMA represents the interests of mobile operators worldwide, uniting nearly 800 operators with more than 300 companies in the broader mobile ecosystem, including handset and device makers, software companies, equipment providers and internet companies, as well as organizations in adjacent industry sectors. The GSMA also produces industry-leading events such as Mobile World Congress, Mobile World Congress Shanghai, Mobile World Congress Americas and the Mobile 360 Series of conferences.
CTIA represents the U.S. wireless communications industry and the companies throughout the mobile ecosystem that enable Americans to lead a 21st century connected life. The association’s members include wireless carriers, device manufacturers, suppliers as well as apps and content companies. CTIA vigorously advocates at all levels of government for policies that foster continued wireless innovation and investment. The association also coordinates the industry’s voluntary best practices, hosts educational events that promote the wireless industry and co-produces the industry’s leading wireless tradeshow. CTIA was founded in 1984 and is based in Washington, D.C.