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04 Jul. 2011

MLOVE: INSPIRING DEBATE ON THE FUTURE OF MOBILE

The second edition of MLove ConFestival, held from June 29-July 2 at Schloss Beesenstedt in Halle/Saale in Germany, again featured a line-up of top speakers from all over the world that talked about the future of mobile. About 250 guests from most diverse industry branches attended the event and got involved in loads of inspiring sessions, workshops, discussions and creative brainstorming in a relaxed atmosphere. “MLove shows its potential as an open innovation format where passionate participants become family to work even closer in sharing and learning during three intense days and nights,” says Harald Neidhardt, MLove founder and curator of the MLove Confestival.

Forming the impressive 36-speaker list in the fields of health, inspirational, sustainability, mobile, singularity, education, communication, and music, were, for instance: Adele Waugaman, Senior Director of the Technology Partnership between the United Nations Foundation and the Vodafone Foundation, Thomas Goetz, Executive Editor of Wired magazine, Bernd Kolb, Founder of the global network ‘Club of Marrakesh’, Daniel Graf, Director of Mobile Apps Lab at Google, Martin Lange, Executive Marketing Director & Global Lead of Mobile at Ogilvy, producer and composer, Justin Ellington, and hip hop musician, Chamillionaire. After each speaker session in the different fields, there was a panel where all the speakers in the respective topic answered questions by the audience.

Unlike traditional conventions, MLove – as a cross between conference and festival –again combined interesting and inspiring speeches and presentations with a white gala dinner and entertainment, a stunning illumination of the castle, creative group workshops and in depth-discussions. The ‘Open Space’ format invited participants to debate and share thoughts and ideas on the central question ‘How will mobile change your future?’, while considering topics such as democracy, privacy, crowd-sourcing, energy, or collective intelligence.

One of the many highlights of the event was the presentation of the augmented reality app iButterfly+ for the first time outside of Japan. Participants of MLove were able to discover virtual butterflies on their iPhones and Android phones within the app that was created by Dentsu and Butterfly Corporation from Japan.

The ConFestival ended with a workshop where MLove participants manifested their ideas for the future of mobile in an exchange about what they learned during the convention, created a future cube, and after the session, compared their creations with the other groups within a vernissage.

According to Neidhardt, MLove Japan is scheduled for end of November 2011 in Kyoto, and for 2012 organizers have three events in Europe (again in June), USA and Asia in mind.

Susannah Carey

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