Dossier MWC English

1. An open space created for the public to experiment and see
how mobility can help improve lives
PRESS KIT
Mobile World Centre Espacio Movistar
February, 2013

2. INDEX
1. Mobile Figures (amazing facts and figures on the world of mobility at the local and
world level)
2. Mobile World Centre. Concept
2.1. The project. Definition of the objectives
2.2. Barcelona, the first ever world mobile capital
3. Mobile World Centre. Space
3.1. A space in constant evolution
3.1.1. mWorld, the global observatory on the mobile
sector
3.1.2. Auditorium and space for temporary
exhibitions
3.1.3. Espacio Movistar
3.1.4. Technical and layout chart
3.2. Activities
3.2.1. Programme, content and potential of the
centre
4. Mobile World Centre. Some figures
4.1. Social impact
5. Mobile World Capital Barcelona Foundation
6. Telefónica
7. Mobile World Centre. Press Contacts
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3. 1. Mobile Facts and Figures
 There are 6,391,856,049 connected mobile devices in the world, This is equivalent
to 87% of the world’s population
 And yet, there are 3,148,041,465 people that have mobile phones
 In Spain, 79% of the population has a mobile, while in Australia the figure is 93%, in
Japan it’s 88%, in North Korea 6%, and in South Korea 89%
 The market penetration of smartphones in Spain is 63.2%, making it the leading country
amongst Europe’s largest economies
 In 2014, forecasts show internet connectivity through mobile connections will exceed
those of computers
 In 2015, 50% of the world’s population will be connected
 In Macao, there are 2.3 devices connected per person, in North Korea there is only one
in every 16 inhabitants
 Taiwan is the country with the highest level of people connected, followed by Australia,
Singapore, Finland, Hong Kong, South Korea, Estonia, Denmark, Albania and Japan
 91% of smartphone users have their phones at hand 24 hours a day, 7 days a week
 75% of e-mails are opened from a mobile device
 On average, a person takes 90 minutes to answer an email. The average for a text
message is 90 seconds
 In the last 3 years more than 300,000 apps have been developed
 Smartphone users have an average of 41 applications on their mobiles
 In 2014, forecasts show there´ll be close to 1,830 million social network users
throughout the world
 There are some 1,000 million Facebook users, 550 million on Twitter, 480 million on
QZone, 400 million on Google+, and 150 million on Linkedin
 In Pacific Asia, 59% of users access social networks by phones, whilst in Europe the
percentage is 33%
 On average, every day we are connected on Facebook for 24 minutes and 21 minutes
to Twitter via mobiles
 During New Year’s Eve 2012 there were 18,000 million WhatsApp messages sent
 340 million tweets were sent daily
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4. 2. Mobile World Centre. Concept
2.1. The project. Definition and objectives
An open space created for the public to experiment and see how mobility can help
improve lives
The MWCentre Espacio Movistar is the world’s first exhibition and interaction space that allows
the public to get to know and experience the latest in mobile technology. Located in Plaza
Catalonia, it’s the principal gateway to the world of mobile communications for citizens.
The MWCentre Espacio Movistar will make Barcelona the world’s top reference and showcase
for mobile technology. It is a unique permanent exhibition space with state-of-the-art technology
and solutions related to the mobile world, a place that is open to the public and designed to
promote the use of new information technologies and communication between citizens by
allowing them to experiment and generally bringing different segments of the public closer to the
potential of mobiles. Inside the centre, with entrance free of charge, citizens can experiment and
get to know first-hand the different possibilities of a 'connected world', where the convergence
between mobile and Internet opens new doors to a completely new lifestyle.
The space is also designed to be the benchmark of the MWCapital and a source of information
to its other cornerstones: MWHub, the MWCapital Festival Series, and the MWCongress.
Amongst its other objectives, we can highlight trying to promote an understanding of mobile
technology as part of our lives and society, taking a look at the history, evolution and latest
trends regarding mobile technology through facts and figures. As such, visitors get to see the
MWCentre Espacio Movistar as part of the MWCapital Barcelona global initiative.
As an example of public-private collaboration, the MWCentre is a joint project developed by
MWCapital and Telefónica, the first private company that joined as a partner on this project.
2.2. Barcelona, the very first mobile world capital
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5. On the 22nd of July, 2011, GSMA, the association comprising 800 of
the world’s mobile phone operators and over 200 businesses in the
mobile ecosystem, announced Barcelona had been chosen as the
first Mobile World Capital, the world capital of mobile technologies,
after a long selection process and the participation of more than 30
cities from around the world. Previously, in the summer of 2010,
GSMA had announced their intention to find a location for the Capital
project and they sent cities the requirements for their candidatures.
On the 25th of January, 2011, and after an initial assessment phase,
four cities were selected as finalists in the process: Barcelona, Milan,
Munich and Paris.
Barcelona finally won with an international project that combined
business and civil society initiatives to turn the city into a permanent
technological and cultural benchmark for the mobile technology
industry. Barcelona's bid also proposed a public-private partnership
model in which industry and government -at national, regional and
local levels- worked together to promote a high-value added project
headed by a Foundation that would manage this initiative.
The aim of MWCapital Barcelona is to promote and encourage the
use of mobile technologies and solutions across different areas of
public and industrial activity to improve the lives of people, transform
business processes and create new business initiatives. MWCapital
is based on four pillars: the Mobile World Hub and the Mobile World
Congress, focused mainly on industry and business, and the MWCentre and MWFestival, with a
higher social impact and for citizens.
GSMA Mobile World Congress:
This event, held in Barcelona since 2006, has a worldwide impact and lasts for four days with
the participation of more than 70,000 professionals and 1,500 companies. This is the largest
meeting place for the mobile technologies industry. The Congress is also the best international
promotion platform for industrial projects and solutions developed in the framework of the
MWCapital.
1. Mobile World Capital Festival Series: A programme of cultural events designed to
convert mobile technologies into transversal elements for culture and leisure and for
optimizing user experiences and leisure and entertainment proposals in the city
throughout the year via new applications:
o “Barcelona Mobile Summer Week”: social and cultural events organized in
Barcelona and held on Montjuïc on the 14th and 15th of September, with areas
dedicated to music, movies, sports and mobile lifestyles.
o “Barcelona Mobile”, designed for 365 days a year, incorporates a mobile
component to the sports and cultural agenda of the city (FC Barcelona, Formula
1, the Trofeo Conde de Godó tennis tournament, music festivals Sonar and
Primavera Sound, the Picasso Museum, Miró Foundation, the Sitges
International Fantasy Film Festival, etc).
2. Mobile World Centre Espacio Movistar – is MWCapital Barcelona’s permanent
benchmark space for the general public, designed for putting on exhibitions and
conferences related to innovation and mobile solutions.
3. Mobile World Hub: The industrial heart of MWCapital. This point is where the industrial
projects and mobile solutions developed through MWCapital will be centralized and
coordinated. Located in the Media-TIC building, its objective is to help convert mobile
technologies into transforming elements for citizens’ lives and business processes. This
unique building will also house the offices of the Mobile World Capital Barcelona
Foundation and GSMA’s facilities in Barcelona.
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6. 3. Mobile World Centre. Spaces
3.1. A space in constant evolution
The Mobile World Centre Espacio Movistar, located in the heart of Barcelona, is MWCapital
Barcelona’s permanent benchmark facility for the public designed to accommodate the
following, in different spaces:
• Permanent MWCapital Barcelona exhibitions
Presentations on cutting edge mobile technology
• Events on mobility in which the public can participate
• Spaces to experiment with new mobile services
• Presentations and launches of new products and mobile solutions
• Conferences on mobility and technology
• Retail space
3.1.1. mWorld, Global observatory on the mobile industry
(Floor 01)
Located on the first floor of the Mobile World Centre Espacio Movistar, mWorld houses
MWCapital’s permanent exhibition, a space in constant evolution showing the public the latest
trends in mobile telephony, as well as the latest developments and achievements in the sector.
In short, what we have here is an incredible window for citizens to the world of mobile
telephony. Inside mWorld visitors can see and experience the latest technology, applications
and innovations in the area of mobility.
mWorld is structured into 4 large interactive areas offering a comprehensive
overview of the main factors that are driving mobile lifestyles:
• mHistory
• mWorld Speed (Data Cloud)
• mWorld Definition (Interactive Forest)
mWorld Experience
mHistory, the history of the mobile sector
The main mWorld area shows the mobile world with a historical tour of mobility and mobiles
since 1973, the year that Martin Cooper, an engineer and manager at Motorola, made the first
phone call from a mobile device. This space also contains other milestones such as when the
first SMS was sent in 1992, the release of the first iPhone, or when the Android technology
revolution broke through in 2008, and all the mobile applications that have been created since
then.
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7. From 1973 to the present day, there have been a lot of technology successes that are
showcased here thanks to an interactive, historical graph showing the evolution of the mobile
industry since its beginnings until now, showing how technology can transform our lives.
mWorld Speed, the transcendence of mobiles in the world
In 2016, there will be 310,000 million downloads of mobile applications generating an income of
74,000 million dollars
There are 1,000 million active users on Facebook every month
35,000 million app downloads are made from the Apple Store
3,148,206,438 people use mobile devices
92% of Taiwan's population has a mobile. In North Korea, only 6%
The second area, called mWorld Speed, shows visitors stunning data about mobile phone
penetration through a series of high-tech dynamic displays -both globally and by country-, and
their evolution over time and also their social reach and consequent impact in different countries
and continents.
This space is designed for presenting a continuous flow of figures and statistics about the use of
mobile technologies using data from sources such as GSMA, ITU (the International
Telecommunication Union) and UOC (Open University of Catalonia) that together help bring
understanding to the magnitude and speed of the transformation process in the mobile era.
mWorld Definition (Interactive Forest), an overview of the mobile world
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8. The third area, called Interactive Forest, offers
visitors an attractive overview of the different areas
that make up the mWorld. This space has been
created based on six concepts that explore the
impact of mobile phones in various social,
economic, cultural and technological fields offering
an overview of the mobile world and its ability to
transform the way we live:
mWorld Statistics -
Available data about mobile technology provide us with statistics that
correspond to mobility issues in every sense:
What is the size of the mobile phones we find in the market?
How is the use mobile phones changing?
To what extent do people use their mobile phones?
mWorld Technology - Technology can be adapted to achieve
breakthroughs that improve people's lives. In this area we see
technology developments since the liberalization of the internet in
1994, and this continues with a view of the near future, the Internet
of Things, which means any object can be interconnected thereby
creating networks that can be monitored and followed in real time.
As such, mWorld Technology provides information on new
semiconductor materials, futuristic networks like LTE (Long Term
Evolution) or the treatment and analysis of large volumes of data,
called Big Data.
mWorld Economy - Defines the opportunities of mobile technology
worldwide and how to bring value to
different products, projects and solutions
in areas such as the health, transport,
automotive and Smart City fields, among
others. This space has used
experiences from business schools
ESADE and IESE, as well as Harvard
and GSMA, analysts and consultants.
mWorld Society - The introduction of
mobiles in society has transformed relationships and behaviours. In
this area, visitors catch a glimpse of the new map of social communication. Conclusions are
drawn from websites, blogs, wikis, social networks, hashtags, podcasts, ... .
mWorld Cultural - Studies the present and the future of how
culture and behaviour will be affected and transformed by the use
of technologies. It uses the accounts, opinions and findings of
leading experts from the world of science and technology,
knowledge and education, art and culture, justice, etc.
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9. Application Showcase - This small area is designed to bring the public into contact with the
main mobile applications in the market that can be tested and
explored. This area is constantly changing, depending on the latest
developments in different fields.
mWorld Experience
The fourth and final area of the mWorld, the mWorld Experience, is
one of the central aspects of the Mobile World Centre. This space
aims to show the mobile industry’s capacity to constantly transform
itself and evolve. Thanks to interactive displays and augmented
reality, it displays videos about different stories, projects, product
prototypes and cultural applications and snippets of projects related to mobility in Barcelona and
around the world.
mStories, for example, allows us to show a series of small-scale
human stories that reflect the transformation of a society that is
driven by mobile technologies and how these influence individuals
and their traditional roles. Thus, we can see in the videos how the
business of a fisherman in Kiel (Germany) was improved with him
contacting customers directly as he is fishing so he can satisfy
demand without generating surpluses, for example. It also shows
documentaries on the growth of telephony in the Bollywood film
industry, the use of mobiles and democracy in the Arab Spring, or
painting exhibitions by the artist David Hockney in London, who
used an iPad instead of canvas.
The mProjects videos show different initiatives in the fields of health, business and knowledge
developed from mobile technology, such as the pioneering smart grid project, implemented on
Jeju Island (South Korea) to optimize energy consumption in 6,000 households, or the
successful case of the German town of Friedrichshafen, where smart structures have been
installed to create a Smart City and generate sustainable growth that improves the quality of life
for inhabitants.
Meanwhile, mProducts gives an overview of the products or services that will be launched in
the near future through prototypes; App Universe brings the public a selection of the latest
mobile applications, and finally, Barcelona Mobile Ecosystem provides an overview of the
major initiatives undertaken by the city related to mobility.
3.1.2. Auditorium and temporary exhibition space (Floor 02)
The second floor has a large 440 m2
auditorium with a multipurpose area intended for temporary
exhibitions and conferences, with the participation of celebrities and personalities from the fields
of culture, cuisine, music and technology.
3.1.3. Espacio Movistar (Ground floor 0)
On the ground floor we find Espacio Movistar, a vanguard retail area showing the latest services
available as well as state-of-the-art technological advances and innovations that Telefónica is
developing in the digital world.
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10. Upon entering the Espacio Movistar area, we find an audiovisual panel presenting the centre
with real-time information about the activities being carried out on the other two floors.
Some background wall audiovisuals are found at the sides of the retail area giving introductory
information on mWorld and Telefónica and Movistar’s products, while a 13-metre giant screen
shows mWorld contents with information about events, news, concerts and news.
The retail area has interactive tables, where you can get to know the whole range of products
offered by Imagenio and Movistar, with products and handsets on show for the public to handle.
In the interactive area, there are twelve other screens arranged in a totem shape that project
Telefónica’s mWorld with information focused on innovation, SmartCity solutions and services
for citizens and everything related to M2M and the internet of things.
Espacio Movistar also has a lounge area and an area for technical customer service and mobile
repairs, where customers can get information about their handsets from Movistar’s team of
experts.
3.1.4. Layout and technical chart
Location Fontanella 2 (on the corner of Portal de l’Àngel)
Timetables From Monday to Saturday, 10:00 a.m. to 21.30 p.m.
Entrance Free of charge
First floor – mWorld Second floor - Auditorium
Ground floor – Espacio Movistar
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11. 4. Mobile World Centre. Some figures
4.1. Social impact
- Some 60 direct jobs and 100 indirect ones have been generated due to the construction and
commissioning process of the MWCentre Espacio Movistar.
- The forecast is for 10,000 visitors a week, or more than half a million visitors a year.
5. Mobile World Capital Barcelona Foundation
Incorporated on March 13th
, 2012, the Foundation is responsible for leading and managing the
world mobile capital project with the aim of turning the city of Barcelona into an industry
benchmark. It is governed by a board consisting of the Ministry of Industry, Energy and Tourism,
the Autonomous Regional Government of Catalonia, Barcelona City Council, and Fira de
Barcelona, and GSMA. The Foundation has an Executive Committee and a Management
Committee, whose functions are to implement world mobile capital initiatives and bring new
project partners onboard.
5.1. Board of Trustees
The highest governing body is composed of 16 members at the moment (three for each of the
promoting institutions and one from Telefónica, the first private company incorporated into the
MWCapital project).
Member Barcelona Council: Xavier Trias, Mayor of Barcelona and President of the
Board of Trustees
Member Barcelona Council: Sònia Recasens, Second Deputy Mayor and Secretary
of the Board
Member Barcelona Council: Antoni Vives, Third Deputy Mayor
Member Generalitat de Catalunya: Felip Puig, Regional Minister for Business and
Employment, and Vice President of the Board
Member Generalitat de Catalunya: Ferran Mascarell, Regional Minister for Culture
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12. Member Generalitat de Catalunya: Carles Flamerich, Director General of
Telecommunications and Information Society
Member Ministry: Víctor Calvo-Sotelo, Secretary of State for
Telecommunications and the Information Society, and
Vice President of the Board
Member Ministry: Borja Adsuara, Director General of Red.es
Member Ministry: Alberto Rodríguez Raposo, Director General of
Telecommunications and Information Technology
Member GSMA: Anne Bouverot, Managing Director of GSMA
Member GSMA: John Hoffman, CEO of GSMA Ltd.
Member GSMA: Jeremy Sewell, CFO of GSMA
Member Fira Barcelona: Josep Lluís Bonet, President of Fira
Member Fira Barcelona: Agustín Cordón, Managing Director of Fira
Member Fira Barcelona: Pedro Fontana, Board of Directors of Fira
Member Telefónica: Julio Linares, VP of Telefónica
5.2. Executive Committee
The Executive Committee is responsible for implementing the strategy programmes of the
Board and defining initiatives and projects necessary to achieve MWCapital’s objectives. It
consists of one representative from each of the sponsoring institutions, with two executives
leading as vice executive presidents.
Member GSMA: John Hoffman, CEO of GSMA Ltd. and Vice Executive
President
Member Fira Barcelona: Agustí Cordón, Managing Director of Fira and Vice
Executive President. (Executive President in office)
Member Ministry: Juan Corro, Director of the Office of the Secretary of
State for Telecommunications and the Information
Society
Member Barcelona Council: Constantí Serrallonga, General Municipal Manager
Member Generalitat: Josep Moragas, Managing Director of ACC1O
5.3. Management Team
Organization for implementing projects associated with the four pillars of MWCapital and
incorporating new partners and industrial businesses and public initiatives.
General Manager: Ginés Alarcón
Strategy Director: Juan Manuel Barrionuevo
Competence Centres Director : Òscar Pallarols
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13. MWCentre and Capabilities Centres Director: Aleix Valls
Marketing and Communication Director: Jesús Moreno
6. Telefónica
Telefónica is one of the largest telecommunications companies in the world by market
capitalization and number of customers. From its established position in this sector, with
telephony and fixed broadband and mobile as its key growth areas, the company is focusing its
strategy on strengthening its leadership in the digital world. Present in 25 countries and with a
customer base of almost 314 million access routes, Telefónica has a strong presence in Europe
and Latin America, major industrial partnerships and a leading global position for the company
to grow. Telefónica is a listed company, which has more than 1.5 million direct shareholders. It
is quoted on the Spanish stock exchanges and on the London, New York, Lima and Buenos
Aires stock markets.
7. Mobile World Centre. Press Contacts
For more information about the Mobile World Centre, contact:
Núria Carné
+34 699 563 954
ncarne@arenalia.com
Sofia Borrás
+34 680 981 787
sborras@arenalia.com
For more information on the Mobile World Capital, contact:
Adam Sedó
+34 627 481 774
asedo@mobileworldcapital.com
Folc Lecha
+34 666 59 89 30
flecha@mobileworldcapital.com
Corporate Communications for Telefónica S.A Catalonia
+34 93 1234 012/13
premsacatalunya@telefonica.es
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