Mobile World Congress – App Planet Guide

James Cooper | February 12, 2013

Mobile Advertising

Mobile World Congress used to be the place to go and talk about mobile base stations and value added services.  Now it’s all about the APPS with a dedicated area “App Planet” focused on the mobile app ecosystem.  This is year 4 of the App Planet exhibition which has been running since 2009.   This is the place to connect with the mobile developers, mobile ad platforms and there’s loads of stuff going on there in terms of free talks, seminars and networking events.
We’ll be blogging from Mobile World Congress and if you’re going give us a shout to meet up.

App Planet Exhibition

Hall 8.1 (App Planet)
According to the official MWC blurb App Planet is:

A forward-looking app-focused exhibition showcasing the framework that shapes, enables, and drives the app industry. More than 200 app-specific exhibitors showcase their products before 12,500 members from the developer community.

However, it’s a big exhibition and there’s loads of different booths all fighting for your attention.

So here’s a curated list of our recommendations for Mobile World Congress for anyone interested in mobile app promotion, mobile ads and mobile affiliate and performance marketing.

Exhibition Hall

There are 100s of exhibitors in the App Planet Hall – here’s a few companies that you should definitely connect with – Applift, Leadbolt and Mobpartner.

  • Applift can help you promote your mobile apps and games on performance/ CPI basis and is one of the most exciting new startups coming out of Berlin right now
  • Leadbolt is the most innovative global mobile ad network right now and is seemingly launching new formats and ad features all the time – talk to them for high converting mobile ad inventory and new ways for publishers to increase eCPM
  • Millenial Media is one of the big beasts of mobile advertising and their mMedia self-service guys will be in attendance as well as reps from the Millenial network
  • Mobpartner is the mobile affiliate networks with a great technology platform and a huge range of offers – they can help with monetising spare inventory, finding profitable mobile offers and as a channel for app publishers


Stand: Hall 7 Stand 7F02
AppLift is the world’s first mobile affiliate network to be 100% focused on mobile gaming. Through an international network of gaming-relevant affiliates, we help mobile game advertizers acquire quality users on a Cost-Per-Install basis. Additionally, affiliates can efficiently monetize their traffic and get access to attractive game offers from top-tier publishers. www.applift.comAppLift is backed by the HitFox Group. The group has 80 employees across its portfolio companies and is headquartered in Berlin with outposts in San Francisco, Seoul and Paris. Further information is available at


Stand: App Planet – Hall 8.1 Stand 8.1B3
LeadBolt is a leading digital advertising network focused on delivering innovative monetization solutions to its users. Through the largest range of traditional and premium ad formats, LeadBolt helps its network partners connect to their target audience on the web and mobile in a more effective and efficient manner. Its interactive ad formats deliver better ROI to both advertisers and publishers by creating higher response rates and better eCPMs. For more information about Leadbolt email us at

Stand: App Planet – Hall 8.1 Stand 8.1B20
Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.


Stand: App Planet – Hall 8.1 Stand 8.1B2
MobPartner is a world leading Mobile Affiliation Network. The company operates internationally, generating 40% of the revenue in the US, 30% in Europe, 20% in Latin America and 10% in Asia and Middle East. The Company Headquarter are located in Paris. Since its beginning in 2007, MobPartner focuses on performance and user acquisition. MobPartner’s wordwide recognition in effective campaign management comes from its highly performant in-house platform, unique tracking tools and 40 Mobile Marketing Experts. MobPartner boasts an incredible one transaction every second, a rate that has already earned them the trust of hundreds of Advertisers from different sectors (Retail and M-Commerce, Gaming, Travel, Social media, Security) and the ability to secure strong ties with the best and most influential Publishers around the world.



A full pass to Mobile World Congress including the Main Conference costs thousands.  However, there are some great events going on at App Planet including the following:

App Planet Networking 
App Planet networking is sponsored by Inneractive.  The App Lounge has been created as a spot for networking and there’ll be a library of resources from App Planet partners and exhbitors.  There are also Mix and Mingle sessions going on and other opportunities for structured and unstructured networking and conversations.

 Thursday, February 28, 2013
Hall 8.0, Theatre B, Theatre District, App Planet, FIRA Gran Via, Barcelona
The WipJam guys are a massively well respected resource for mobile app developers – they host events throughout the year bringing developers together with new services, platforms and help connect the community with the major vendors, operators and other players in the ecosystem.  They’ve got a full day of stuff going on including an UnConference format, demos, hackathons and more.  They are expecting over 1k devs to turn up so this is a big event for the Global App Developer Community.

Join us for the App Planet Open Forum, presented by APPNATION

Wednesday, 27 February
10:00 – 18:30
Hall 8.0, Theatre District, Theatre A
Open to all Congress attendees. Seating is first-come, first-served.
The App Planet Open Forum is launching this year and is being run by APPNATION.  They are bringing a load of great panels, roundtables and presentations from the big mobile ad players and handset vendors and networks.  It’s all aimed at developers and there’s regular networking opportunities and a cocktail shindig sponsored by Ericsson.
App Planet Open Forum Agenda 

We’ll be bringing more Mobile World Congress App Planet coverage and analysis here on the blog.  Dont forget to contact us if you want to meet up at MWC and talk mobile apps and advertising.


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