It’s that time of the year again – Mobile World Congress in Barcelona. The marketing machinery from the various stakeholders is in over-drive. I let this list from Juniper Research serve as an example of this as well as a response to why I am not going and why many should consider how they spend their attention and money these days. Big is not always the best. Follow the crowd is not always the smartest. Quality and focus can give you a razor sharp edge.

1. Best networking opportunities, with over 46% C-Level attendees
   PF says: Yes, a lot them C-guys there, but the quality of the meetings can never be good in a setting like this and many meetings never happen since the agendas are re-shuffled several times a day. How many of your meetings and prior MWC’s have happened on time with enough time or at all?
2. On average over 18 new business leads for each attendee
   PF says: Eehh….and the quality of these leads? Often not much better than the expensive paper the business card is printed on. Target your prospects in more intelligent ways than trawling widely at the floor of MWC. 
3. Thousands of new products, and service announcements
   PF says: Exactly, and this vast information is much better digested and made sense of by searching and filtering information online. In addition it is pretty boring to listen to a all techno-marketing this industry has been stubborn enough to push the last decades. Nice, but what can this tech do for me and my customers in real plain non-corporate bullshit terms?
4. Over 2,700 press and media, generating thousands of articles
   PF says: Yes, about the same mainstream news that the large corporations manage to push out. I rather follow blogs and media in my niche. However, disclaimer here. I would go to MWC to blog and twitter about the more niche and smaller things. This is if I had the time and could afford it, but I got a few businesses to execute on and I can’t afford that luxury this year. 
5. Leading operators, and mobile companies are there.
   PF says: Yes, so what? Where are the consumers, test panels and other companies that can, are and should mobilise their business? 
6. Meet the finalists of the Global Mobile Awards, and the Mobile Innovation Global Award Competition
   PF says: Nice dinner on the stiff side my friends have told me. I konw, I have no first hand experence on this point, but I trust my friends. I get the winners list and motivations from the jury onine anyway. 
7. Learn the latest industry initiatives at FREE GSMA seminars
   PF says: If it’s free the risk is I already know it or can get the information easily elsewhere 
8. Network at the Mobile Money Pavilion, Innovation Zone, Green Power Pavilion, Mobile Media and Entertainment Zone, and GSMA Pavilion
   PF says: One reason to go. At least there is some segmentation so I can find some of the niches relevant to me. But still, my comments on points 1-3 applies. Reading the exhibitors list online gives me good info as well. 
9. Get a chance to see two-time Academy Award winning actor and film director Kevin Spacey as part of the MoFilm festival and MoFilm stand in the Media and Entertainment Hall
   PF says: The main reason I would go if time and money was not better spent on my business. As I have previously posted I beleive this is a sustainable niche for mobile entertainment. 
10. Enjoy the sights and sounds of the beautiful city of Barcelona
    PF says: Eeehh….No thanks! Great city I adore it, but MWC must be the worst possible time to explore Barcelona. Invaded by all the visitors, higher prices, not the best weather and locals who are fed up with us tourists.  

So if you care about your business and have things to do. And you should have things to do. If the execution list is not in place and pretty packed it is time to fear. In times like these execution count even more. So another sound way to “recession-proof” your business might very well be to stay away from Barcelona for MWC. Then you might have some success with your business and you can reward yourself with a well earned (but most likely short) vacation in Barcelona in May or June. That’s what I call a win-win.

It’s polling time!