February 16, 2016 | Business | by Xavi Beumala

Is Mobile Everything?- Mobile World Congress 2016

In less than a week the planet’s best venue for mobile industry networking, business opportunities, and deal-making will open its doors. The GSMA Mobile World Congress (Barcelona, Feb. 22 – 25) includes a world-class conference featuring visionary keynotes and thought-provoking panel discussions; an exhibition with more than 2,000 companies displaying the cutting-edge products and technologies that define the future of mobile; the world’s best opportunity for mobile industry networking; and the annual Global Mobile Awards ceremony, which recognizes the most innovative mobile solutions and initiatives from around the world.

The official theme of this year’s Mobile World Congress is, justifiably, “Mobile is everything.” While this declaration may seem simplistic and self-congratulatory coming from an event that’s dedicated to everything even remotely related to the mobile industry, the fact is that mobile is indeed changing almost everything: industries, regions, cultures, governments, politics, environments, public and private sectors…

While the changes in each of these areas are unique to that specific segment, what unites them all is the digital transformation that mobile affords, with its power to help any organization adapt to a world of ever-changing opportunities and challenges.

The cell phone has changed and developed so rapidly in the past decade that it seems like almost anything imaginable will really be possible in the future. The convergence of all our tech gadgets into one mobile device will continue to advance. And it’s entirely possible that the smartphone will eventually take over the market completely. Within a few more years, regular cell phones could disappear altogether. We may not even call smartphones “smart” anymore but just drop the term altogether, the way we stopped saying “color” TV and “hi-fi” stereo long ago.

It’s not just about how we will change the mobile phone. The question is, how will the mobile phone continue to change us?

Thanks to the mobile phone, we’re already living in an immediate-gratification culture ─ call now, buy now, search now. Mobile dominates the services sectors with speedy apps like Tinder for finding a date and Uber for finding a ride, leaving few services that people still have the will or desire to wait for. This on-demand consumer culture is not only making us less patient individuals, it’s also forcing the service industry to change many aspects of how it operates.

Services have become immediately available to us right at the tips of our fingers, rendering obsolete the majority of services not optimized for mobile. With mobile devices, users can access virtually anything from anywhere (providing they can get a signal), which has only served to exacerbate consumers’ need for speed. At the same time, rapid technological advancements in wireless broadband and cellular Internet connections like G have further intensified high expectations for instant access to information and services over the Internet.

The more consumers depend on their mobile devices, the more they demand that those devices provide even more capabilities.As author and analyst Peggy Anne Salz points out, “A seismic shift in our collective behavior is underway—because we instinctively reach to our devices to interface with the real world around us—that effectively endows mobile with an exciting new capability: the ability to bridge digital and physical realms to influence and trigger activities in the real world, like conversions, interactions, and other ‘calls-to-action.’ ”

No doubt there will be plenty of action calling to us at the Mobile World Congress. We already have a good idea of what to expect from the conference, as our need for speed doesn’t pertain only to Internet page loading time, but also to our need to know and our desire to have it all—right now.

Want to learn more about how the Marfeel solution is changing the Mobile Web, one website at a time? Come meet us at Hall 8.1 Booth J20. For appointment, please mail us at: hello@marfeel.com