PIA Group, Mobile Fraud, Sierra Wireless, Huawei and Women4Tech

Mobile World Congress in Barcelona is known to be the center of mobile marketing, one of the mobile industry’s premier events welcomed over 109 000 visitors from over 198 countries this year. Over 2400 companies showcased the latest technology products and services at Fira Gran Via. With the amount of attendees and meetings it was hard to squeeze in the amazing keynotes and speakers as it is one of the busiest events. Nevertheless, our Publisher Business Development Manager, Rhiannon Sheehan, shared her highlights from #MWC19.


TAB & PIA Group

TAB has had a very exciting 2018 with joining PIA Group and becoming part of the leading data-driven marketing service provider in Germany. With 11 companies and over 1100 employees, PIA provides expertise and service in 4 fields: consulting, insights and strategy; brand, creativity and co-creation; CRM, data and analytics; media, technology and platforms. With that being said, it was important to meet with our partners and clients to discuss all of the opportunities and significant added value that was brought to help us and them grow in mobile performance marketing. Not only TAB’s plans are to expand into new businesses, but our team is continuously growing to provide the best service we can. Moreover, with the ever-growing industry and companies branching out, it was good to hear about the focuses of other companies.

Mobile Advertising Fraud

Global advertising demand is growing strong with almost $560 billion spent by companies on digital advertising (WARC) with mobile internet proving to be the fastest growing ad medium in 2018. Due to this, ad fraud cost advertisers $3.9 billion in 2018 which is predicted to continue rising (Juniper Research). A growing fraud awareness has started shifting the industry as many affiliates have disappeared and only tech-driven, reputable and transparent companies that invest heavily to fight fraud are staying strong.

The cooperation between partners is essential to fight fraud and provide transparency and quality to our clients. Taking fast and clear actions will help to eliminate the problem in the future. The harder the blacklisting of fraud flagged sources, IPs and publishers is done, the safer and of better quality your users are. Creating a detailed verification process which is done as granular as possible will also help to clean the ecosystem in the industry. Making sure agencies are protecting their own systems and taking this seriously will allow for the future success in the saturated market and good relationships with clients, traffic partners and fraud tools.

Releases & demos: Sierra Wireless and Huawei

MWC19 has brought many companies to showcase the latest releases and see how they will positively impact the lives of citizens and businesses around the world, including 5G, IoT and AI. Attendees got to experience and try out some of the demonstrations across different sectors like Google, Sierra Wireless and Huawei. The keynotes also focused around the upcoming trends in the industry and how they impact and influence the business.  

Sierra Wireless, a provider of integrated device-to-cloud solutions, demonstrated demos of smart safety ring, world’s first cellular-connected strategy, that allows people to call for help without a cellphone and only one push of a button. Another solution Sierra Wireless invited visitors to experience was the beverage inventory management. Not only will it monitor the keg opening, temperature, consumption in near real-time, it will let the brewery know when a refill is needed. We do not know about you, but at TAB we appreciate a good beer being HQ in Berlin!

Huawei presented its simplified 5G and SoftCOM AI solutions under the theme of “Building a Fully Connected, Intelligent World”. After exceeding the annual revenue in 2018 of $10 billion, MWC19 in Barcelona was the place of choice to demonstrate the transformable power of ubiquitous connectivity and pervasive intelligence for the enterprise market through four of their world-leading flagship products, including the world’s first commercial Wi-Fi 6 AP, the world’s first AI-powered data center switch, the world’s fastest intelligent OceanStor Dorado all-flash storage, and the world’s first software-defined AI camera, the X series.

Huawei at Mobile World Congress


Furthermore, it was great to see the support of the conference to the Women4Tech programme and the work on reducing the gender gap and increasing diversity in the mobile industry. The summit invited senior leaders to discuss the trending topics and help create the equality as well as pick up insights for their professional skills.

It has been 3 years in 2019 since the programme was launched and this year it included speed coaching and networking session, the summit, GLOMO awards (awarded to an individual and an organization for their dedication and resources in the establishment of initiatives that encourage and retain women in the mobile and tech industry), live panel discussion, 4YFN interactive workshops, inside track, equality tour and more.

Women4Tech Summit at Mobile World Congress

One of the things the equality tour featured were the conversations with Fortune 100 companies on their gender equality and diversity initiatives, led by The Female Quotient. Apart from interesting workshops and keynotes, Caroline Casey, VP Innovation and Partnerships at Mastercard Labs, talked in a masterclass about the techniques Mastercard Labs applies to learn the art of storytelling for influence.


You will definitely meet TAB at Mobile World Congress 2020, but meanwhile check out some of the events we will be attending this year and we will be happy to meet with you.


Have you ever wanted to work at a rapidly growing company with an opportunity to make an impact? We are hiring! Check our open positions here.


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