MWC - mobile first, content...well, not quite sure

The annual mobile-fest, Mobile World Congress, is underway in Barcelona where, on the third day, the sun has finally come out lifting the spirits of the several tens of thousands of visitors.

There´s a clear message emanating from here: mobile is the future. And that means the device in everyone´s pocket is definitely going to become even more important. However, there´s increasing pressure on mobile bandwidth as more smartphones come into use globally - here in Barcelona trying to browse the web or download a new app on my BlackBerry can take a very long time. I´m not convinced that users will stand for the sort of delays I have been experiencing.

So, while Google´s Eric Schmidt makes a definitive statement that for Google, it´s "mobile first", there is still an immense amount of work to be done to bring the mobile web to users globally. And as for quality content, there are ever more challenges for broadcasters. A different app is needed for every phone brand at the moment and while the intention to have a single app platform across all makes is a great idea, I wonder when it will become reality.

That means that few content owners are actively promoting their offers to mobile operators here, despite the fact that almost every mobile operator in the world attends this event. AIB member Deutsche Welle is here, on the NRW stand in hall 1, while France 24 is on Mobiclip in hall 2. Other content providers include Rotana, up in hall 7 (which is app world, so I´m not quite sure why they are there), and the BBC has a team of several/lots of people walking the stands...I´ve counted four or five people already from the BBC.

AIB will be analysing what we are learning here for our members in the next couple of weeks.