Europe : The GSMA is rebranding the 3GSM World Congress and its sister event in Asia to reflect their role encouraging the development of compelling new mobile services for end-users. Set to take place in Macau in November, the 3GSM World Congress Asia will now be called the Mobile Asia Congress and the 3GSM World Congress in Barcelona has been rebranded as the Mobile World Congress.

“Both the GSMA and the Congresses are focused on helping operators use the potent platform provided by today’s highly-capable and extensive mobile networks to better serve the many needs and desires of this industry’s almost 3 billion customers,” said Rob Conway, CEO of the GSMA, which owns both the Barcelona and Macau events. “Attracting visitors from the information technology, entertainment and financial services industries, as well as the mobile industry, the Congresses provide forums for the cross-pollination of services, ideas and business models.”

The two Congresses, which attract speakers, exhibitors and visitors from across the world and all segments of the mobile market, serve one of the world’s most widespread and fast-growing industries. The mobile industry has added one billion new connections in just two years and is set to pass the three billion milestone in August, according to the mobile industry research service, Wireless Intelligence.

The Mobile Asia Congress will take place in the vibrant entertainment hub of Macau, where it will be well-placed to cover the evolution of mobile music, games, films, advertising and other multimedia entertainment, as well as China’s imminent adoption of 3G technologies.

The GSMA has also announced today that GSMC, its subsidiary that runs the Congresses, has appointed John Hoffman, a dynamic and experienced mobile industry executive, as CEO. Having served as a senior executive with mobile operators in both the U.S. and Europe and CEO of mobile technology suppliers fastmobile and Roamware, Mr. Hoffman has extensive experience of the many facets of the mobile industry.

“We appointed John to take on this challenging role because he has the in-depth understanding of mobile communications and the commercial acumen necessary to ensure that the Mobile Congresses in Macau and Barcelona remain at the forefront of this fast-moving and fast-growing industry,” added Mr. Conway.

Mr. Conway also announced that Bill Gadja, the GSMA’s Chief Marketing Officer, has taken on the newly created role of Chief Commercial Officer at the GSMA. Instrumental in the GSMA’s groundbreaking work with the Sundance Institute and the Bollywood film industry, Mr. Gadja will lead the development of media and entertainment programmes within the GSMA, as well as the expansion and delivery of the Association’s Mobile Innovation Programme.