Reflections from the Fira: what I learnt from my first Mobile World Congress

December, for most, marks the start of Advent, the countdown to Christmas, but for us, when the Christmas lights start to twinkle, we turn our attention to MWC. The pre-event preparation leaves time for little else, and for the first two months of 2026, my colleagues and I were living, breathing, and sometimes dreaming of MWC.

This was my maiden voyage to the Fira, and I’m hoping it won’t be my last. Whilst the barrage of articles, photographs, and videos that have swarmed the (tech) media paint a pretty good picture, I thought it might be interesting to share a couple of observations I picked up from being ‘in the room’. 

The stray comment

One aspect I found particularly interesting was how interviews with the same speaker spanned a range of different topics - no two were the same. I’d listen in during these conversations and be granted invaluable insight from senior execs and media veterans, often in the chitchat before or after. 

Whereas questions ordered 1–10 invariably receive responses ordered 1-10 on a virtual call, at MWC, there were ad hoc observations, often sparked by something shared, seen, or heard, which helped to build relationships in a way Teams cannot. Listening to spokespeople, journalists, and other communications professionals who’ve been in the sector longer than I’ve been alive taught me a lot about telco. Often-throwaway comments about the event as a whole or how it has evolved ignited new ideas or story angles - so you have to pay attention.

Not simply a ‘mobile’ world congress 

I also think we need to dispel any preconception that this is a mobile-only event. That may be how it started, but from what I saw in my clients’ briefings, the different keynotes, and in the wild west of booths we explored, it’s clear MWC has become so much more.

With (Agentic) AI on almost every stand (no longer a buzzword, but a promise), CX experience demonstrations, a veritable satellite renaissance, and, from my client roster, insight into the pressure on networks from the data centre boom, the idea that MWC is mobile-only is well past its sell-by date. It is in a league of its own.

A new emphasis?

Moreover, the majority of the discussion was backed up by refreshingly tangible proof points. Last year’s MWC was buzzing with GenAI, but I think this year, Communication Service Providers (CSPs) were starting to recalibrate customer expectations by focusing on tangible business outcomes in the regulated telco environment.   

While demonstrations are half the fun of the congress, it was refreshing to see many demos being backed up by real value. The focus had pivoted from high-level demonstrations of tech capabilities to the ROI for customers. These proof points are an important takeaway for us PRs, and including them in pitches is becoming ever more essential. Seeing a demo that ties the tech to a measurable business result is a mini victory for a PR’s pitching. 

So, whether it’s MWC, DTW, or any other event, I would jump at the opportunity to attend. Face-to-face time is invaluable for listening, learning, and absorbing by osmosis. So much of our time is spent in front of the computer, liaising via email, occasionally a phone call, that diving headlong into an event like MWC is hugely rewarding. If it is also a baptism of fire for young PRs, it is undoubtedly worth the effort and preparation, and I, for one, can’t wait until next year. If you get the chance to attend, grab it with both hands - you’ll come home with stories, contacts, and a head full of ideas you didn’t know you were missing. Trust me, it absolutely repays every hectic minute.

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