Hamburg to make MxO a leading mobile event

Rating: And it’s a lot cheaper than Barcelona

Well, Hamburg isn’t in the running to become the GSMA’s Mobile World Capital, but Germany’s second largest city has decided to host its own mobile show this October [6th-7th 2011]. Taking place for the first time the show is called the MxO – Mobile Opportunities Expo & Trend Conference. It is being held in Hamburg’s own Messe [exhibition centre]. MxO is similar to the Mobile World Congress (MWC) in that it hopes leading companies and innovative start-ups will showcase the latest mobile apps, services and mobile devices at the event. However, the main focus will be on how mobile is “cross-pollinating business opportunities and innovation” particularly in the advertising, media, music, entertainment, games and social media sectors.The event has managed to garner some heavy duty backing from the likes of the MMA (Mobile Marketing Association) and the IAB Europe which is the European trade association for the digital and interactive marketing industry.

MxO has also secured the backing of Mobile Monday which claims to be the largest mobile interest group in Germany.

Paul Berney, the MMA’s CMO commented, “Engaging brands and agencies to showcase ways in which to involve the consumer beyond the expo floor is an inspiring concept that we like about MxO.”

Another organisation supporting MxO is the Wireless Industry Partnership Connector (WIP)  which specialises in organising events aimed at the mobile app developer community.

It is best know for co-ordinating a mobile event called WIPJam in conjunction with the MWC and CTIA shows.

The good news is that MxO will be much cheaper to attend than MWC Barcelona.

Expo registration will be free if you can swing an invitation from one of the exhibitors but without invitation it will only be €50.

However, registration for the Trend Conference will be €300-400 for the two days.

As a city, Hamburg has its, um, attractions, too. The organisers point out that Hamburg is home to some of Europe’s leading media, publishing companies and advertising agencies.

They also admit that Hamburg is perhaps best known for the Reeperbahn, the legendary red-light district which boasts a vibrant club and music scene.

But you knew that already, didn’t you? The Beatles played there.