GSMA Embedded Mobile House Showcases the Connected Mobile Future

BARCELONA, Spain, February 14, 2011 - 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:
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
www.mobileworldlive.com or the GSMA corporate website at
www.gsmworld.com.

Ben Evetts, +44-7879-614941, bevetts at webershandwick.com or press at gsm.org; NOTE TO EDITORS: The EMH is located at Suite CY21 in the Courtyard at the Fira de Barcelona. Press are invited to attend an exclusive tour of the house at 9.30am CET on Monday, February 14 (to RSVP please use the contact details below).