GSMA Embedded Mobile House Showcases the Connected Mobile Future

BARCELONA, Spain, February 14, 2011 /PRNewswire/ --

Today at the Mobile World Congress 2011, the GSMA, along with AT&T, Ericsson, IBM, KT, Qualcomm and Vodafone, opened the doors to the Embedded Mobile House (EMH). Situated in the Courtyard in the heart of the Fira de Barcelona, the EMH showcases how embedded mobile technologies are already improving people's lives, by demonstrating cutting-edge devices and services across different industry sectors such as automotive, consumer electronics, healthcare and utilities.

"Mobile technology is central to our lives today. Already we see huge growth in the number of embedded mobile devices and services, which have the potential to fundamentally change the way we live," said Michael O'Hara, chief marketing officer, GSMA. "We expect to see more than 15 billion 'connected' devices globally by 2020, reaching into almost every facet of daily life. It promises to revolutionise everything from patient care and road transport, to how we control our homes and access information on the move."

In the consumer electronics market, the EMH will include examples of embedded mobile technology that is transforming how people access and manage digital content inside and outside the home. It will also highlight how embedded mobile enables consumers to pay for goods and services with a simple 'tap' of their NFC* enabled handset, monitor and control their homes, and check on the well-being of their children or dependents. Recent research by Berg Insight found that shipments of consumer electronic devices with embedded mobile technology doubled to 22 million in 2010, with 271 million expected by 2015.

For healthcare, where McKinsey predicts embedded mobile will save $175-$200 billion annually by using remote monitoring to manage chronic diseases, the EMH will illustrate the transformational impact embedded mobile will have for patients. Mobile health will allow many more patients to lead independent lives through services that monitor a patient's condition, for example, or the daily well-being of the elderly, and track when medications should be administered.

The transport sector has already been revolutionised by mobile devices such as satellite navigation, and is likely to see additional growth, according to IMS Research, which reported the number of new vehicles fitted with mTelematics will increase from 9 percent in 2009 to 46 percent in 2017 worldwide. Demonstrations in the EMH will show how embedded mobile can improve supply chain visibility through real-time freight monitoring and goods tracking. For consumers, the EMH will also feature services that provide 'pay as you drive' insurance and road pricing, and allow drivers to cut fuel usage and avoid accidents.

In the utilities sector, the house will present how embedded mobile technology, such as smart meters, energy management systems and remote sensoring technology, will improve utilities management and ultimately help in the race to create a green economy. In this market alone, Pike Research has predicted a total global spend of $200 billion from 2008 through 2015 on embedded mobile technology.

The EMH is part of the GSMA's Embedded Mobile initiative, a programme to accelerate the global adoption of mobile connectivity in a wide range of devices in vertical markets such as consumer electronics, health, automotive and utilities.

For photos of the Embedded Mobile House, please visit: http://gsma11.vnewscenter.com

*Near Field Communication

About the GSMA

The GSMA represents the interests of the worldwide mobile communications industry. Spanning 219 countries, the GSMA unites nearly 800 of the world's mobile operators, as well as more than 200 companies in the broader mobile ecosystem, including handset makers, software companies, equipment providers, Internet companies, and media and entertainment organisations. The GSMA is focused on innovating, incubating and creating new opportunities for its membership, all with the end goal of driving the growth of the mobile communications industry.

For more information, please visit Mobile World Live, the new online portal for the mobile communications industry, at http://www.mobileworldlive.com or the GSMA corporate website at http://www.gsmworld.com.