We take a weekly look at mobile and tech stories from around the world. Headlines include… Winners of the 20th MEFFYS announced, Disinformation expert calls for smart regulation, The best stuff we’ve seen at MWC so far and more… Alternatively listen On MEF Radio.
Winners of the 20th MEFFYS announced – the ‘Oscars’ of the mobile ecosystem
MEF
The winners of the prestigious MEFFYS 2025 Awards have been announced during the MWC in Barcelona, celebrating excellence in the mobile industry.
In the Mobile Evolution category, Shush took the top spot, while Peacom won for Messaging Channels. TOMIA secured the award for Connectivity-Wholesale, and Infobip triumphed in Content-Advertising.
Claudine Bell was honored for her Personal Contribution to the Mobile Ecosystem. Meanwhile, VOX won in Antifraud, MCP Insight in Payments, and Sinch for ESG – Environmental, Social & Governance. BTS led in ID-Data, and Upstream claimed victory in Omnichannel Customer Experience.
The awards, hosted by the Mobile Ecosystem Forum, marked their 20th anniversary with a Great Gatsby-themed celebration in Barcelona. MEF CEO Dario Betti praised the winners for shaping the future of the industry.
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Disinformation expert calls for smart regulation
Mobile World Live
Experts argue online content platforms must be incentivized to combat disinformation through smarter regulations that push companies to engage in good faith.
In Keynote speech at WMC in Barcelona, Ross Frenett, CEO of Moonshot, said if a business model can’t survive regulation, it shouldn’t exist—just like in other industries.
While regulation is needed, he believes tech workers are better equipped than governments to solve these problems.
Frenett also highlights the power of digital platforms to spread positive messages, calling for efforts to “inoculate” users against disinformation rather than just reacting to it.
He suggests digital literacy campaigns for new users, from young smartphone owners to older individuals in emerging markets, to build resilience against harmful content.
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‘Europe Needs a DOGE’: Telecom CEOs Fume at EU Bureaucracy
Bloomberg
European telecom executives are calling for less regulation and more consolidation in the industry, citing low margins and tough competition.
Speaking at the Mobile World Congress in Barcelona, leaders from Deutsche Telekom, Vodafone, Orange, and Telefonica criticized EU rules that prevent mergers, leaving Europe trailing behind the US and Asia in telecom development.
They argued that reducing the number of operators in European countries could help boost the sector’s growth, with Deutsche Telekom’s CEO suggesting Europe should follow the example of the US and China’s telecom markets.
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Plans to make phone use safer for teenagers watered down
BBC
A proposed bill to ban smartphones in schools and regulate addictive algorithms for teenagers has been softened to secure government backing. Labour MP Josh MacAlister, who introduced the bill, emphasized that reducing smartphone use in law would be a gradual process rather than an immediate change.
The legislation calls for the government to decide within a year whether to raise the digital age of consent from 13 to 16, which would prevent online companies from collecting children’s data without parental consent until that age. Additionally, the bill highlights the need for clearer parental guidance on children’s smartphone and social media use.
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How capitalism is profiting from misogyny: A deep dive into the exploitation of gender stereotypes in mobile gaming
View Digital
The mobile gaming industry, now a multi-billion-dollar market, has increasingly been criticized for exploiting misogyny and harmful gender stereotypes. Advertisements for games such as Project Makeover, Gossip Harbor, and Hollywood Story often depict women in degrading situations—facing abuse, humiliation, and objectification—as a tactic to drive downloads and revenue. This trend reflects a deeper systemic issue where capitalism continues to profit from the reinforcement of gender inequality, normalizing problematic narratives under the guise of entertainment and marketing strategy.
Isabel Davies, a senior associate at law firm Wiggin, explains the rationale behind these adverts: “The mobile game space is so competitive… you are having to work very, very hard to get eyeballs in front of your game, and even then you need to get them to download and play the thing.” She adds, “I can see how games companies might pull some slightly more controversial threads in order to get more of a response out of their advert. It’s incredibly disturbing.”
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Consumers want targeted ads and tailored experiences, but poor data management and privacy worries holds marketers back
Internet Retailing
Two recent studies reveal that CPG and retail businesses struggle with leveraging first-party data effectively in a post-cookie world. Many marketers are hindered by concerns over privacy, complex data protection laws, and customer consent, preventing them from fully utilizing first-party data for personalized marketing.
A survey of 100 senior UK marketers in the CPG and retail sectors, conducted by Apply Digital, found that inaccurate, outdated, and siloed data are key obstacles to delivering tailored customer experiences. Nearly a third of businesses are struggling to maximize first-party data as they adapt their customer experience strategies in response to the evolving digital landscape.
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The best stuff we’ve seen at MWC so far
The Verge
Mobile World Congress 2025 in Barcelona has already showcased an array of new laptops, smartphones, concepts, and innovative accessories, with one day still left to go. Some of the biggest announcements happened over the weekend, and among them is the Newnal AI phone, an ambitious attempt at redefining virtual assistants despite privacy concerns.
Unlike previous AI devices like the failed Humane AI pin, the Newnal AI phone trains an AI model on personal data from Meta, Google, medical records, and financial information to create an assistant that mimics the user’s voice and personality. The phone features a split-screen display, with the AI version of the user occupying the top portion. While some may find the concept intriguing, others might see it as unsettling. The phone is expected to launch on May 1st for $375, though questions remain about its functionality and effectiveness.
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Mobile Ecosystem Forum appoints new members to its Board
MEF
MEF has announced the results of its 2025 Board elections. The Board represents the diversity of businesses, regions, and markets of the mobile ecosystem.
Elections have been taking place over the last three weeks. The new Board members were announced at the MEF Global Forum taking place at Casa Llotja de Mar in Barcelona during MWC 2025.
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