Mobile survey company OnePoint Surveys and UK Trade & Investment (UKTI), the governments international business development organisation, have revealed the findings from their Whats hot and whats not? surveys completed by delegates at the recent Mobile World Congress in Barcelona.
During the event, UKTI conducted a snap survey of 100 senior executives from global firms working in the mobile and wireless industry, powered by OnePoint Surveys. According to one point, the findings show that two areas are going to be red hot in 2008. Mobile marketing rated as the hottest topic for the coming year, although the lack of mobile-specific content was identified as mobile marketings biggest challenge. Location-based Services (LBS) was another hot topic identified by the research. Pricing and privacy were named as the main issues for discussion in this area.
Delegates were also given the opportunity to give feedback, using their mobile phone, on how the Congress compared to previous years. On a scale of 0-10 where 0 = Much worse and 10 = Much better, the vast majority of respondents rated the 2008 event as a 9 and 10, although some commented on the slow registration process on the first day. 
Mobile surveys are by far the best fit for research such as this, says OnePoint Managing Director, Neil Jessop. The surveys enabled instant feedback to be gained from delegates while they were on-the-go where traditional research methods such as face-to-face and paper-based surveys would not have been tolerated by visitors.
Jessop notes that by using both SMA and WAP technology the mobile survey solution enabled the UKTI to capture the views of delegates from nine countries.