Working with Industry Analysts at Mobile World Congress 

In the third of our new blog series, ‘Working With’, Rahme Mehmet, founder of TechComms in the UK, shares great advice and tips for working with industry analysts at events like Mobile World Congress, which is now just a few weeks away.

Tip 1: Industry analysts need information at a deep level.

Analysts wear multiple hats, but their primary role is to track and research specific market areas within the tech space.

For instance, an analyst that focuses on the telecoms industry may only track one area of this market such as telecom operators, mobile devices or network infrastructure companies. Their core objective within the space they cover is to gain deep insights that allow them to predict trends and market changes.

Whereas journalists cover high-level trends, analysts dig into specifics. Analysts offer a more detailed view.

In return, analysts help vendors by providing market intelligence and strategic advice, guiding them on growth and expansion opportunities, procurement challenges, or go-to-market strategies.

Tip 2: Tech companies should view working with industry analysts as an exchange of information rather than one-directional.

Tech vendors should give analysts detailed information; analysts need access to data to perform their job correctly. Without it, they might make inaccurate predictions, which can then harm those same vendors, especially publicly traded ones. Analysts need data transparency.

In return, analysts provide market insights and strategic feedback. It’s crucial to encourage two-way communication—analysts need to share their insights too. We always encourage clients to ask questions as well.

Tip 3: Target the right analysts and share the right information.

As mentioned, telco analysts specialise in different areas of the market, such as devices, IoT, or network infrastructure. We help clients engage with the right analysts—those whose expertise aligns with the client’s business.

We also assist with how to approach them, whether directly, through an account manager, or even by filling out an online form, and how to maintain engagement.

When we work with clients, we guide them on the best approach to sharing information with analysts. For example, in initial briefings, we advise on the content to include and how to structure the conversation. We might even help with the slide deck.

After the initial briefing, we ensure clients don’t overwhelm analysts with too much information, but we do keep the conversation flowing.

We track analysts’ interests and topics of focus; research calendars and align our updates with their key areas of focus to ensure the timing is right.

Tip 4: Working with industry analysts is not just a one-time effort.

Maintaining analyst relationships requires ongoing support. We help clients organise events or quarterly updates to keep analysts engaged. These events provide an opportunity to share research, developments, and customer success stories.

We ensure analysts have the right information while making sure clients engage meaningfully. Our goal is to create long-term, mutually beneficial relationships.

Tip 5: Analysts are not all “pay-to-play.”

You don’t need to pay to speak with analysts. If you position your story well and provide valuable information, analysts will engage with you. The key is understanding what analysts value. If you can’t demonstrate why they should care, you might get overlooked.

That said, there is a paid side to analyst relations. Some vendors buy research or market intelligence to help them with product development, go to market strategies or to understand their market share for example. Tech vendors with commercial relationships also tend to have more touchpoints with those analysts.

Tip 6: At Mobile World Congress, remember the analysts have packed schedules.

Analysts are present at MWC, and there is always a good number attending.

However, analysts have obligations to meet with their paid clients, so account managers arrange lots of meetings. If your company doesn’t have a direct relationship, it will be a case of fitting in around the analysts’ other commitments.

But analysts will give you at least 30 minutes of their time if it’s going to be a valuable interaction. Analysts need to track the entire market and community, so paid relationship or not, they will want to understand what is happening in the space.

Tip 7: Start pitching analysts early!

Planning early is key. Some companies start reaching out to analysts as early as November or December for roundtables or dinners at MWC in March the following year.

For briefings, it’s best to begin about 10–12 weeks before the event. I would start asking analysts if they’re attending by December, gather a list, and ideally secure slots by early January. Strong relationships may even result in analysts holding slots for you without specific briefing details.

Tip 8: Pre-briefings can be really valuable.

Pre-briefings are often more valuable than an in-person meeting at MWC. When analysts are at the event, their schedules are chaotic, and they may not have time to absorb everything. But if they already have the information beforehand, they’re better prepared for the meeting. Pre-briefings let analysts “bank” the information so that when you meet, the analyst is already familiar with your story.

Tip 9: The size of the tech company doesn’t matter.

Analysts often prioritise larger companies because they dominate the market, but if a startup has a compelling value proposition, they can catch an analyst’s eye. The key is positioning your product or service effectively. If you’re doing something disruptive or innovative, analysts will be interested, especially if it’s something that could impact the market.

Even if they can’t meet in person, they may still offer a pre-briefing to discuss what you’re showcasing.

Tip 10: It’s never too late to start.

Remembering everything mentioned above, it’s best not to leave analyst outreach until the last minute, but not starting at all is a bigger problem.

I’ve had clients reach out just two weeks before the event, and while it’s challenging, it’s still possible to make an impact. The key is targeting the right analysts and not wasting time. Even if you don’t get a briefing during the event, reaching out beforehand still gets your company on their radar. Sometimes, analysts may reach out to you after the event, which can be just as valuable.

Tip 11: The quality of the story matters.

Ultimately, working with industry analysts is about having an exciting story and something disruptive. If your company offers something that could shake up the market, analysts will be interested, even if you’re contacting them late. It’s about understanding the value your company brings and why an analyst would want to meet with you. Part of our job, as AR consultants, is to help companies figure that out—making sure they target the right analysts and craft the right message.

You can learn more about TechComms in our 3-minute Coffee With interview. Alternatively, if you need help working with industry analysts, please do get in touch and signup to our newsletter.