Scheduled for April 1-3 in Las Vegas, International CTIA Wireless is one of the largest cell-phone shows in the world. Its organizers expect more than 40,000 attendees, though that may be optimistic considering how the Mobile World Congress in Barcelona usually sees more than 50,000 attendees but only got just over 40,000 in February due to the current economic conditions. But CTIA will present a significant show in any case, with more than 1200 exhibitors expected.

The CTIA is the Wireless Association, which represents carriers, manufacturers, and wireless Internet providers. The group sponsors two shows each year, with one in the spring typically in Las Vegas and one in the fall, this year slated for Oct. 7-9 in San Diego. The latter show focuses more on the IT and entertainment side of the wireless business. Yet both shows spotlight a $1 trillion global industry and bring the community together for three days each of intense learning and networking. If you work in any part of the wireless business and your budget allows it, you should attend the show.

Keynotes

The keynote talks are the focal points of most shows. They feature industry leaders who describe the latest in trends, issues, and industry news. They are not to be missed, as they provide the big picture as to where the industry is and where it is going. The keynotes will be particularly interesting this year, given our economic problems. Hopefully, the keynoters will give us some clues as to what they see and what to expect for the rest of the year and beyond. The keynoters this year are:

• Robert Bach, president, Entertainment & Devices Division, Microsoft
• Mike Lazaridis, president and Co-CEO, Research in Motion
• Al Gore, former vice president of the United States

I’m not sure how Al Gore fits into that mix, but we shall see. The keynote host will be Steve Largent, the president and CEO of CTIA. Also on the ticket is Billy Crystal, who will provide comedy entertainment at the evening CTIA Gala on Thursday night.

Educational Sessions

So much goes on at a show like this, there’s no way to see it all. It’s frustrating but a reality. If you’re going, be sure to go to the show’s Web site (www.ctiashow.com) for a look at all the events and sessions and plan your trip well in advance. That way, you can focus on your own needs and interests. Show director Robert Mesirow says that CTIA has designed a program this year that encompasses the “all new access provider world” and addresses how wireless and wireline convergence is impacting the mobile lifestyle. The bulk of the sessions fall into one of the following categories:

• Developing Businesses on Mobile: These sessions will be led by executives from AT&T, Fujitsu, T-Mobile USA, Motorola, MTV Networks, Sprint Nextel, and YouTube. Their speakers will explore emerging wireless applications that are poised to penetrate unconventional customer bases and expose new market opportunities for wireless business expansion that include the sale of wireless goods and services. There will be sessions on carrier and content provider perspectives on emerging opportunities.
  
  
• Blueprint of Convergence: Led by executives from 724 Solutions, Alcatel-Lucent, Cisco Systems, Ericsson, Google, Motorola, Nokia Siemens Networks, Qualcomm, Syniverse Technologies, and Texas Instruments, these sessions will explore strategies for technology integration between existing and new wireless and wireline operations. Topics will include application platform development and femtocells.
  
  
• Partnerships Growing Mobile: Executives from Fidelity Investments, Handmark, NBC Universal Digital Distribution, Nokia, Twitter, and Yahoo will chair sessions that will focus on the business side of wireless partnerships and address mobile marketing, social networking, mobile banking, mobile content, Common Short Codes, mobile business models, music, and search. For example, attendees can check out the Social Networking—Developments in Peer to Peer session and Mobile Money—Transacting Money via Mobile Banking.
  
  
• State and Federal Public Policy: CTIA usually includes these important sessions since regulation is such a major part of the industry. Look for discussions from top state and federal policy makers focusing on topics like “Wireless and the New Politick” and “Wireless Public Safety,” which will cover next-generation E911, mobile alert systems, and first responders.

Summits and Pavilions

There are almost too many other events and exhibits to mention here, but the summits and pavilions are worth a look since they zero in on specific spheres of influence. Located in the exhibit area, the pavilions focus on segments of the industry like testing solutions, machine-to-machine communications (M2M), RF/microwave, mobile entertainment, green telecom, and tower technology. There will be pavilions from other countries as well.

Deciding to Go

With airline fares lower than ever and seriously low hotel rates in Las Vegas right now, the CTIA show is a real bargain this year. I will be reporting on some show highlights in case you can’t make it, so look for coverage here through the first week of April and beyond.