3GSM in Barcelona...

Mobile World Congress. Who thought of that rebranding?

First of all, go to a mirror and watch your lips as you say "M..... W..... C....". Then do it again with "3... G... S.... M". Acronyms with W's in the middle are quite literally a mouthful.

Now, what does that tell you about the priority placed on "user experience" among the networks part of the mobile industry?

I must have already had 10 conversations which have gone "Yeah, I'll be at 3GS... er.... I mean Mobile Congress W..... er... World Mobile Co.... er....... in Barcelona"

Then there's the completely unaffiliated event I attended in Hong Kong a couple of weeks ago, called Mobility World Congress. Or have I got them the wrong way around?

I'll still be calling it 3GSM, and I encourage everyone else to do the same. It's memorable, its pronounceable and it's uniquely differentiated. If I really fancy winding people up, I might say 4GSM, which would have been a much better re-brand.

Unless anyone has any new clever ideasfor turning MWC into a nicely-enunciated word? "MoWK" perhaps? Or maybe said as if it was an air-kiss "Oh dahling, are you going to be at mwoc this year?"