By Will Painter, Account Director - Brand Marketing & Tech Practice at Ogilvy PR


There’s no question that consumer experience was at the heart of this year’s Mobile World Congress 2017. From telecoms and mobile operators, to business partners and integrators all demonstrated how the end consumer was the focus of their story-telling.   


Delegates and global media were enticed onto stands offering engaging virtual reality (VR) experiences, to showcase business plans and partnerships in a tangible and relatable context. 

Partners and integrators also harnessed these applications to create future visions of tomorrow, exciting visitors with the potential that service drones and autonomous delivery solutions will bring.

Meanwhile Ford showcased its future vision of autonomous delivery, coined “AutoLivery,” through an immersive VR experience demonstrating the role that autonomous vehicles and drones will play within a new delivery services model.


The fifth generation of phone networks, or otherwise known as 5G, dominated the conversation during the conference. No matter where you looked, you couldn’t stop yourself from noticing the hype around the new “transformative power,” with some brands predicting its deployment within transportation and the home over the next three years.

There were no shortage of brands jumping on this new innovation, with a notable presence from some of the world’s leading tech companies showcasing their own developments in this league.

Harnessing MWC for your brand

Each year a myriad of brands and businesses use MWC in attempt to create noise around the launch of its new products and solutions, as a way of forming alliances and attracting new customers.  The ones which do this well are those that harness emotive and visual story-telling, to create cultural relevance to not only their immediate customers but to a wider audience of global consumers.