The Mobile World Congress 2025 has confirmed its status as the reference event for the mobile sector, bringing together companies, startups, and professionals from around the world in Barcelona. With a focus on 5G, Artificial Intelligence, and IoT, it offered a glimpse into the technologies that will shape the digital future. Beyond exhibition stands, talks and B2B meetings fostered discussions between companies and industry leaders.
The main themes concerned the evolution of 5G and 6G. AI was also at the center of debate, highlighting its role in connectivity and automated services. IoT had ample space, with applications for smart cities, Industry 4.0, and intelligent mobility.
Cybersecurity was also discussed, given the importance of protecting increasingly connected infrastructures. Other key topics included cloud computing, edge computing, and sustainability, with a focus on more efficient networks with low environmental impact. The MWC reiterated how the future will be increasingly interconnected and intelligent.
Italy’s role between innovation and competitiveness
Italy played a prominent role at MWC 2025, with companies, startups, and institutions committed to promoting national innovation. The Italian pavilion, supported by ICE, hosted outstanding companies in AI, cybersecurity, and many other technologies, offering them international visibility.
Italian companies presented advanced solutions for connectivity, cybersecurity, and automation, attracting interest from global investors and partners. Startups participated in pitch competitions and B2B meetings, creating new growth opportunities.
Among the Italian companies, we were also present with WhoTeach and Social Thingum, with the aim of showing the potential of AI for businesses and in digital learning. The MWC offered us the opportunity to connect with investors, partners, and global leaders, opening new perspectives for collaborations and future developments.
Statements from participants
Francesco Epifania, CEO of WhoTeach and Social Thingum, states: “The Mobile World Congress 2025 was a key moment for WhoTeach and Social Thingum. We had the opportunity to show how generative AI and our intelligent digital learning solutions can transform corporate training and innovation in learning processes. Engaging with global companies, investors, and strategic partners strengthened our vision: to make artificial intelligence an accessible and strategic tool for business evolution. The energy and interest gathered at MWC confirm that we are charting the right path for the future of EdTech and Digital Transformation.”
Matteo Gazzurelli, CEO and CTO of DuckMa S.r.l., states: “We took the opportunity of MWC25 to launch MyStory, a very emotional and personal product that allows people to tell the story of their photos, bringing back sensations and memories. By combining photos and stories, we generate a user timeline with AI; their digital memory to pass down and share. At DuckMa, we’ve been developing mobile apps since 2013 where, in 11 years, we’ve worked on more than 350 projects in B2B and B2C with the most advanced technologies. Today, there is traffic of about 27 million DAU on the applications we have developed. Recently, given our experience, we decided to invest in two of our innovative apps: MyStory and Fridge AI. In addition to MyStory, we presented an important update of Fridge AI: the product is an integrated solution with AI to improve food use and reduce food waste. Participation in MWC25 brought us excellent feedback on the products, quadrupling downloads during the fair period. This allowed us to collect important feedback and plan major improvements to be released in the coming weeks.”
Pier Luigi Riet, CEO of SweetScience SRL, states: “We at SweetScience are a newly born reality, so for us being here already is a matter of great pride.
We want to thank the House of Emerging Technologies for this valuable opportunity, as well as ICE and the entire ITA organization for creating this wonderful showcase and hosting us. Our product fits into a very hot and current market, the fitness one, and we were happy to bring something that doesn’t exist yet to an event that has progress and innovation in its DNA. It was an exciting event, where opportunities to meet with other companies were not only multiple but also profitable: it was certainly encouraging that interlocutors of that caliber appreciated our ideas.”
Claudio Stefanini, CEO of LetzFair, states: “For LetzFair, the MWC was a super positive experience that allowed us to meet dozens of potential customers and investors, as well as get to know innovative Italian companies. We will definitely return in the coming years!”
Giuseppe Spanto, Managing Director of Is CLEAN AIR S.r.l., states: “We once again thank the Italian Trade Agency and the Ministry of Foreign Affairs for hosting us at such a valuable and prominent event. We were pleased to meet many stakeholders, partners, and potential investors in our global plan and development strategies for Spain and the entire world at MWC 2025. We presented and promoted our strong collaboration with leading European and British innovation agencies, primarily EIC, EIT Manufacturing, Innovate UK, CINEA – Green Assist and EEN, along with the Italian National Research Center, through APA (Air Pollution Abatement) technology and solutions. We highlighted our revolutionary value propositions and practical strategies to (really) improve ambient air quality and energy efficiency. Our initiative promotes ecological and digital transformation in all aspects of life and work, including agriculture and urban environments; unlike traditional air filtration systems, our APA technology and solutions are the world’s first water-based, filter-free ambient air purification systems. Because they are the direct air capture (DAC) method to remove the widest range of pollutants and harmful substances, a single technology to achieve significant cost reductions and a triple win on particles, chemicals, and gases, including NOx, VOC, PM10, PM2.5, ultrafine particles, ammonia, methane, and CO2. Consistent performance over time and in the fastest way. We provide cleaner air to breathe in any environment, promote livable urban and working spaces, and fuel ecological consciousness, as our nature-based sustainable solutions perfectly align with climate change protection, energy saving, cost efficiency, ESG principles, and circular economy standards.”
Amedeo Scarano, Founder & CEO of Caprice Bespoke, states: “Caprice Bespoke aims to create a marketplace for luxury, combining craftsmanship with advanced technology. Through our app, we offer an innovative bespoke experience, with precise measurements via photos and augmented reality previews. Participating in the Mobile World Congress was an opportunity to show how technology can transform the luxury sector. The event confirmed interest in digital solutions that make bespoke more accessible and global, reinforcing our vision of personalized luxury without boundaries. We received enthusiastic feedback and strategic connections, confirming that innovation is the key to redefining the future of high-end fashion.”
Carlo Usai, CSO of Icarus, states: “Icarus Srl is an innovative startup based in Cagliari, specializing in the development of technologies for digital healthcare. Our goal is to improve the efficiency of the medical sector in managing their patients, through advanced tools that support appointment management, post-hospitalization, and medical follow-up. At the Mobile World Congress 2025, we expected to connect with innovative companies, potential partners, and investors, and the experience confirmed the importance of the event as a reference point for networking and internationalization. We had the opportunity to engage with global players in the sector and better understand emerging trends in AI, digital health, and healthcare automation. After this participation, we will focus on the commercial expansion of our product in Italy and abroad, further developing our technology and strengthening the collaborations initiated during the MWC. Our goal is to make Icarus a reference in the health-tech sector, contributing concretely to the evolution of digital healthcare.”
Giuseppe Carapellese, CEO of MLR srl, states: “Participating in MWC 2025 was an extremely positive experience for (MLR) WuvDay, allowing us to introduce our platform internationally. We received very encouraging feedback from visitors, industry operators, and potential partners, confirming the interest and need for innovative solutions for content management and certification. Engaging with companies from around the world gave us new stimuli and ideas to continue developing the project. We return from MWC with renewed enthusiasm and determination to carry on with our growth journey.”
Leonardo Locatelli, CEO of ADAPTA studio srl, states: “ADAPTA Studio participated in the MWC presenting AMAZ3D, our innovative solution designed to fulfill our mission: making 3D as simple as 2D. AMAZ3D allows optimizing, managing, and visualizing three-dimensional assets on any platform, eliminating the complexity related to formats, performance, and graphic quality. Thanks to advanced compression and automatic optimization technologies, users can focus on the experience without worrying about technical details. The fair was an extraordinary opportunity to introduce AMAZ3D to an international audience, significantly increasing qualified leads interested in our technology. The reception we received demonstrated how strong the need is for tools capable of simplifying 3D management without compromises. ITA-ICE’s support was fundamental: the exhibition space offered proved perfect for a young startup like ours, a spin-off of the Milan Polytechnic, allowing us to show globally how AMAZ3D can transform the way companies approach 3D.”
Elena Bellacicca, CEO of FindMyLost srl, states: “We are proud to have participated in the Mobile World Congress, an event that represents the heart of technological innovation. FindMyLost was born with the aim of revolutionizing lost item management through digitalization and artificial intelligence, offering efficient solutions for businesses and users. This event is an extraordinary opportunity to share our vision and strengthen strategic collaborations at a global level.”
Michele Buccoli, Senior Innovation Scientist at BdSound S.r.l., states: “The Mobile World Congress reconfirms itself as the main stage for global innovation, offering a glimpse into the digital future. Among the undisputed protagonists is artificial intelligence, which is revolutionizing the technological landscape with advanced solutions such as increasingly intuitive voice interfaces and tools for more effective remote collaboration. We are excited about the interest our solutions have generated, thanks to their ability to improve audio by eliminating noise and interference, to ensure crystal-clear voice. This technology enables clearer communication and facilitates smooth transcriptions and interactions with voice interfaces. BdSound’s solutions are already integrated into millions of devices and cars, testifying to their reliability and effectiveness in different contexts and environments. The interest we have seen here at MWC leads us to predict that our technology will be implemented in an even greater number of devices in the near future.”
Janosch Lenzi, CEO & Co-Founder of JotURL, states: “On behalf of our entire Team, I wanted to congratulate all of ICE for the level of the initiative and the organization, as well as thank you for the excellent opportunity. Participating in the MWC allowed us to obtain contacts with high-level prospects, with one of which – recognized on a global scale – we laid the foundations for a possible collaboration that could significantly impact the world of affiliate creators and influencers. This year is for JotURL the year in which we will invest in expansion in Europe and North America, which is why, if possible, we would be more than happy to return next year with renewed energy, new initiatives, and greater presence in the international territory.”
Stefano Metta, CFO of Finanz, states: “Again this year, the MWC in Barcelona proved to be an extraordinary event, not just for technology, but especially for people. Reconnecting with old friends in the startup world, meeting new innovators, and discussing ideas that will shape the future is always the most stimulating aspect of this experience. In a constantly evolving sector, the possibility of creating authentic and lasting relationships is fundamental. Every conversation, every meeting, brings with it valuable insights and new perspectives. A sincere thank you to ITA – Italian Trade Agency for hosting a very high-level pavilion, offering a perfect space for networking and exchange. And a special thanks to Christian Panucci and Enrico Scavini for their support and interest in what we are building with Finanz.”
Sarah Galassi, official of Agenzia ICE, states: “The ICE Agency is proud to have accompanied 35 Italian companies to MWC 2025, confirming Italy’s role as a creator of continuously growing innovation and technology. The Italian innovative ecosystem can boast of very interesting solutions capable of competing internationally with those of other European countries. In this context, MWC represents a concrete opportunity to create strategic collaborations and expand opportunities for expansion in global markets, being one of the most relevant events for the technological and digital sector.”
Opportunities and future prospects
The Mobile World Congress 2025 once again confirmed itself as a strategic showcase for innovation and global connectivity, offering companies the opportunity to explore emerging trends and establish high-level collaborations.
Thanks to ITA – ICE, Italy was able to strengthen its presence in the international technological landscape. Italian companies were able to expand their network, access new markets, and position themselves in key sectors such as AI, EdTech, and Digital Transformation.
With a constantly evolving ecosystem, MWC 2025 has charted a clear direction for the future: investing in technology, research, and strategic partnerships. The challenge now is to transform these opportunities into concrete growth, consolidating Italy’s role as an innovation hub in the global market.