INSIGHT: What The Event Industry Can Learn From The Mobile World Congress

Billed as the world's largest and most influential connectivity event, when it comes to staying ahead of the latest trends, insights and emerging technologies, there’s few better places to visit than the Mobile World Congress. 

Held in Barcelona, the trade show attracts upwards of 90,000 visitors from all over the world, including Excel London’s very own Head of Business Development Jane Hague and Jonathan Neill, Partnerships Director.

With a firm ‘event lens cap’ on, here's a little look at some of the key takeaways the team took from the 2024 show…

The AI Revolution:

It would be impossible to host such an event without discussing the power of AI. The use of AI and Generative AI has exploded of late, with major brands showcasing its ability to enhance experiences, such as personalised recommendations, intelligent assistants and predictive maintenance. For now, its use in the events industry remains relatively exploratory, but it’s certainly not just about buzzwords and fancy robots. 

How? Leveraging data to create smarter, more efficient experiences is one such example. In short, using attendee preferences and interests to curate highly personalised event agendas could be a game-changer for the industry, and one Excel is already consulting on. 

Jane and Jon were interested to hear what Infoys' AI virtual assistant thought of
Excel London. See her response here. 

To 5G and beyond:

MWC 2024 highlighted the leaps made in 5G networks, promising faster speeds, lower latency, and unparalleled connectivity. Compared to 4G systems, some can run at almost 1,000 times faster which, in event terms, equates to less buffering faces and more business networking faces. Not to mention, greatly improved streaming potentials and engagement. 

AR & VR – Immersive possibilities:

Augmented Reality (AR) and Virtual Reality (VR) products were once again a popular choice at this year’s MWC as providers unveiled immersive possibilities that transcend traditional event boundaries, in particular for the gaming, education and healthcare sectors.

AR is by far the more popular choice for the events industry adding text, images and 3D models to the real world around you to create a more immersive experience (rather than replacing that world with VR). 

We all know that in the highly competitive events industry, standing out matters, so expect to see stand designs favouring AR more and more in the future in a bid to transform the stand into an engaging, immersive space. 

Connecting beyond the venue:

The Internet of Things (IoT) might sound like a made-up phrase but its potentially a revolutionary one for us event professionals. One of the primary benefits is the enhanced attendee experience it can help deliver, both in-person and virtually, subsequently increasing an event’s reach and appeal. By equipping attendees with IoT-enabled wearables or smartphones, event organisers can offer personalised experiences tailored to each individual's preferences. Understandably, IoT was a key focus for MWC and an area the Excel team are looking at to enhance experience, before, during and after an event. 

Shaping the future:

Last but by no means least, MWC conversations turned to how best to spread equality, diversity, and inclusion in the event technology sector with PWC and EY acting as trailblazers for DEI at the show. A very important topic with diversity remaining pivotal for innovation within the events industry, particularly for the next generation. 

Jane and Jon visited the 2024 Mobile World Congress on behalf of Excel London. To discover more about partnerships and developments at the venue contact JaneHague@excel.london or JonathanNeill@excel.london