Aldo Liguori is Sony Ericsson's head of global comms. After an exhausting week at the 2010 Mobile World Congress in Barcelona, he caught up with PRWeek Global outside Sony Ericsson's UK headquarters in London.
How did your week in Barcelona play out?
I was totally exhausted. Wiped out. I personally felt a bigger buzz this year. The trick is to make the media or analyst spend as much time as they can talking to us. We did that by creating the right atmosphere. A little bit of food didn't hurt either.
What was the toughest PR task you faced?
It was going to the show, not only with new products, but a new president. One of my main objectives was to really leave the media and analysts with a strong impression that we are back in the game and have some really strong products. It was selling the first steps and results of the turnaround in an obvious way.
More importantly, which was the best party?
Gosh, there were quite a few. Ericsson's customer event on the Tuesday night. The GSMA awards ceremony was very well done. Wednesday evening was an internal dinner, and after that we all went dancing at a club called Shoko. I was strutting my stuff. I think I shocked a few people. I like to think I was representing my generation.
What are your tips for surviving the week?
Discipline. Pacing yourself. Remember it's a series of days and you have to be in a very good physical and mental state. The other thing is I brought three pairs of shoes, which I alternate. You do have to walk and stand a lot.
What is the biggest comms challenge facing the mobile industry this year?
The first thing is the whole theme of open-source. But users don't choose a phone based on whether it's Android or Windows Mobile. The second thing is the importance of the user experience. It's less about the hardware and more about user experience.
What were the biggest stories of the week at the Mobile World Congress?
Probably Windows Mobile 7.