Mobile World Congress, led by artificial intelligence

From 26 to 29 February 2024, the Mobile World Congress drew attendance in Barcelona similar to pre-pandemic levels, with artificial intelligence on almost every stand. The event, held in the city every year, is one of the world’s largest technology fairs, and this edition confirmed that the trade-fair and congress sector had regained its pre-pandemic rhythm. For the city, it is one of the annual events with the greatest international reach.

For Barcelona, the congress is much more than an event: it is a brand associated with innovation and an engine of activity for dozens of sectors. For local companies, it is also an occasion to be present before an international audience that, for a few days, brings together in the city executives, investors and suppliers from around the world. Making the most of it requires preparation.

More than phones

The congress was no longer just about phones: it was the showcase of the digital economy. With artificial intelligence everywhere, it showed where the technology investment of the big companies was heading. An event of this kind makes it possible to see, in a few days, the trends that will later reach products, services and jobs. That information has value for whoever decides which technologies to adopt and when.

For a business owner or executive, it is not necessary to be a technology expert to benefit from this information. It is enough to pay attention to what the big companies promise, what problems they aim to solve and what requirements of data, training or investment they imply. Fairs are, in that sense, a quick way of testing ideas and spotting which competitors or suppliers are moving fastest. But it is worth separating the enthusiasm of sales pitches from the results the solutions deliver.

The effect on the city

A congress on this scale fills hotels, restaurants, transport and professional services for days. Attendance close to pre-pandemic levels indicated that this activity had regained its pulse. Taxis, events companies, translators, communications agencies and shops notice the difference during those days. It is a kind of seasonal activity, concentrated in a few days but sustaining many companies for the rest of the year.

For the city, the congress is also an occasion to show its logistical capacity, its connectivity and its quality of life. The better the visitors’ experience, the more likely they are to return or to recommend Barcelona as the host of other meetings. But mass attendance demands coordination of mobility, security and services, and careful management prevents the benefits coming with inconvenience for residents.

An event to make the most of

For service firms in Barcelona, an annual opportunity to meet international clients. Preparing the agenda in good time and being clear about what one wants to achieve makes the difference between making the most of it and letting it pass. Defining whom to meet, what message to convey and how to follow up are three prior decisions worth taking weeks beforehand. Side events and private meetings are often as productive as the stands themselves, or more so.

It is also worth thinking about what happens afterwards. Contacts that are not worked on in the following weeks lose value, and promising conversations cool quickly. An orderly record of the people met and a simple follow-up plan make it possible to turn an intense week into lasting business relationships, and justify the time and money invested in being present. And, at the end, it is worth noting what worked and what did not, to improve preparation for the next edition.

Events of this size reward those who arrive prepared.

This article is general information. It is not legal, tax or investment advice, and it does not take anyone’s particular circumstances into account.