Well, it’s here again. MWC is back and ‘hooray for that’ say journalists and PRs – I don’t think so.

It has been fun watching all the Tweets from journos about being pestered by PRs, including the classic one last Friday afternoon from a harassed editor who was still being called by PRs to see if he had time for an interview. It is difficult though for a PR to know when to stop. Some journalists fill their diaries as soon as Christmas is over and others are Tweeting in the last week to say they are just looking to start booking in meetings. Dammed if you do and dammed if you don’t.

The first day has brought interesting industry news.  The popularity of Apple’s apps has led 24 of the other operators to get together to develop a single Apps platform that they can all incorporate into phones so that a rival Apps store can be created for use across many systems. With Apple having 3 billion downloads from its app store in the last 18 months they have a bit of catching up to do.

At least jealousy about Apple’s success has got them talking and producing an end product that will benefit consumers everywhere. It’s good to talk.