What we're looking out for at Mobile World Congress 2012

Fjord’s Christian Lindholm previews likely highlights at MWC this year

Starting tomorrow, Mobile World Congress 2012 will be the destination for everyone in mobile and the connected world.

It’s such a huge and important event that MWC has actually become an ecosystem in itself – with nobody in overall control, the mobile world comes together to exchange ideas, preview innovations, and most of all, to do business.

Here are five pointers for what I think will be significant at this year’s show:

1. We’ll see consolidation of a new mobile category, ‘the Book'. This covers the biggest mobile devices that can still fit into a pocket – sub-seven inches, but bigger than four inches. It will be a very interesting mobile sub-category, and where the digital magazine finally gets re-invented.

Now that tablets have gone from being the hot new thing to an everyday fact of life, we’re expecting some real excitement around media-driven uses for the newly established ‘book’ format – sub-seven inch tablets that (just about) fit into the pocket. Tablet usage has meant that these larger form factors are now ready to provide a new type of digital media experience.

2. 24/7 ‘wearables’ and smart objects will take centre stage. The phone handset begins its evolution into the pocketable ‘hub’ that co-ordinates your selection of wearables and accessories.

This should mean the emergence of an array of mobile ‘satellite objects’ – such as wrist-based accessories and wearable technology that uses your mobile as a digital hub around which these connected objects can be arranged. This will trigger 24/7 wearable electronics, and I’m keen to see what the operators are going to do with this.

3. Endless flavours of Android device, in every size, every form factor and every pricepoint will be displayed.

A huge amount of small players will be innovating using Android and the possibilities are just opening up. Android connected cameras and video cameras should see the light.

4. We’ll be asking if a third ecosystem, from Microsoft, has truly emerged. Will exhibitors see it as a viable demo platform, or will Redmond still be screaming (and throwing cash) from the sidelines?

Is Windows Phone 7 going to feature in many demos, will there be new handsets, and are the operators using it for their displays? What about accessories? If Microsoft doesn’t turn out to be a ‘virus’ at the show, we should all be wondering what’s gone wrong.

5. A host of ‘household name’ internet brands and high street giants will be entering the mobile arena more visibly. Will these powerful players get it right at the show?

MWC 2012 could see an acceleration of the move into mobile for some of the biggest existing brands on the internet – eBay is sending 60 staff and their CEO is a keynote speaker. The same goes for app leaders: what will the established superstars of the app world have to offer? Angry Birds, Dropbox, Evernote, Spotify – we’re looking to you. What about high street brands like Zara, H&M: are they waking up to a mobile world?

The fact is that everyone comes to MWC to see what’s happening globally. Asia, Europe and the US will all be there – and in particular, I think we might see a new Chinese ‘curveball’ entrant, wonderfully branded, slickly designed and set to ruffle a few feathers.

I think MWC 2012 is a sort of platform, or an ecosystem, in itself for the players in the connected digital industry. It’s certainly where we cut to the chase – are you selling or buying? Whoever you are, you’re sure to be learning and networking like nowhere else.