One of my first impressions of the show (and it hasn't actually started yet) is the presence of Robert Redford as a brand ambassador for the show.
This is part of MW's attempts to push mobile as an outlet for cinema. This was a hot topic last year and was (in my opinion) premature then and has failed to make much impact 12 months later. I can appreciate why MWC is looking to lead with this topic, it's sexier than topics like increasing ARPU or flogging push email and less contentious than adult services and gambling - the sectors which fund the majority of the internet - but how will it translate with the reality of what delegates want to talk about?
We shall see....
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