Ten years ago, the Netherlands made its debut at Mobile World Congress (MWC) in Barcelona. The launch of a country pavilion marked a step towards showcasing the Netherlands’ global reputation for digital innovation, strong infrastructure, and entrepreneurship. What began as a first move to gain visibility at MWC has grown into a platform where Dutch tech companies, knowledge institutions, and government organizations come together to increase international visibility and build strategic partnerships. This year marks the 10th edition, with the largest Netherlands Pavilion MWC has seen to date.
Mark Beermann, Director at Ecosystem Services, was there from the start as the initiator. A few years later, Anke Kuipers, also Director at Ecosystem Services, joined the team. She helped further professionalise the organisation and supported the growth of the community. Together with all partners, media partners, exhibitors, and NL Delegates, they have shaped it into what the Netherlands Pavilion at MWC is today.
“We saw that the Netherlands had the foundation for a mature role: excellent networks, strong knowledge institutions, and companies with global ambitions,” Mark explains.
“That had to be visible at MWC, and we wanted the Netherlands to stand on the stage where decisions are made.”
With support from the then-ambassador in Spain and a letter to the Ministry of Foreign Affairs, the first edition was launched, initially called Holland House. This marked the start of a structured Dutch presence.
Ten Years of Highlights and Pride
The past decade has seen many memorable moments:
- GLOMO Awards: Won by BroadForward in 2022 and 2025, and by Fairphone in 2024. Each success was celebrated at the pavilion, and in true Spanish style, concluded with a sparkling visit to a flamenco evening.
- Move to CS54 on the expo floor: A central, professional location reflecting the maturity of the Dutch ecosystem.
- Perseverance during COVID-19: Despite the postponement in 2020, the Netherlands was represented at MWC in 2021.
- Participation of the Minister of Economic Affairs: In both 2024 and 2025, recognizing the strategic importance of the pavilion.
- Participant feedback: Every year, attendees note that that year’s edition was the best yet.
Anke adds:
“The energy and engagement of participants is incredible. The community grows along with its relevance, visible both at the pavilion and in the increasing number of participants in the Dutch delegation, and that is motivating.”.
The Evolution of the Industry in Three Words
Mark summarizes the developments over the past ten years at MWC with three key words:
- Convergence – The boundaries between telecom, cloud, AI, automotive, fintech, health, and industry are disappearing. MWC is no longer purely a telecom event, but a congress on digital infrastructure and digitalization in general.
- Ecosystems – Networks are becoming platforms others can build upon; 5G/6G, edge, cloud, the API economy, data, AI, security, and sustainability form the backbone.
- Acceleration – Innovations are following each other ever more rapidly: generative AI, open RAN, private 5G, satellite integration, cybersecurity, and automation are developing faster each year.
Innovation and Surprises
Ten years of observation have yielded surprising insights. Mark identifies the transformation of telecom into fundamental digital infrastructure as one of the most striking developments. The rise of hyperscalers such as Microsoft, Google, and especially AWS, alongside the prominent role of Huawei, demonstrates how globalization and technological power are shifting. Additionally, major consultancies and system integrators (PwC, Accenture, KPMG) emphasize that digitalization requires a system-integration approach. Vertical themes such as smart industry, smart airports, and sustainability highlight the sector’s maturity.
“Telecom has become a digital infrastructure layer for the entire economy,” says Mark.
“That transformation is visible in everything that happens at MWC.”
Anke adds:
“There is constant movement in the market and within governments. We now see a growing awareness in the Netherlands and the EU that different procurement strategies can lead to a different, innovative (and sustainable) ecosystem. Ultimately, this can help achieve a better balance on the global stage.”.
Lessons Learned and Approach
Mark’s key insight: persistence combined with public-private collaboration is crucial: teamwork is essential.
“Do what you want to achieve, and do it together. Actively highlight topics, organize meetings, and integrate trends into the annual program and the Dutch program at MWC.”.
“The success of NL@MWC has always been the result of genuine teamwork. Thanks to the commitment of team members, media partners, and all organizations that have contributed over the past ten years, we are where we are today.”.
Anke adds:
“The strength of NL@MWC lies in always looking a step ahead. That is where the value for
participants comes in. Every type of participant must ultimately feel recognized; only then do you have a thriving community or ecosystem. And the great thing is you do this together: public, private, startup, scale-up, SME, enterprise, knowledge institutions, and more.”.
The Unique Role of the Netherlands
The Netherlands pavilion stands out through:
- Progressiveness and innovation: The Netherlands offers top-tier digital infrastructure and networks.
- Welcoming and energetic atmosphere: The pavilion is one of the busiest spots, buzzing with vibrant orange energy.
- Core mission: Putting the Netherlands on the map with a broad representation of companies and knowledge institutions, based on digital connectivity, innovation, entrepreneurship, and knowledge development.
- International Visibility and Collaboration
MWC is the global stage: over 100,000 professionals and 3,000 exhibitors gather here. The pavilion serves as a central meeting point, giving Dutch tech companies visibility, opening doors to international markets, and fostering collaboration.
“NL@MWC is public-private collaboration in its most practical form,” says Mark. “Every participant contributes, and that strengthens the final result.”
Collaboration with companies and organizations such as BroadForward, CM.com, Fairphone, Eurofiber, and NGF Future Network Services illustrates this principle: shared vision, joint effort, and mutual benefit.
Looking Ahead: The Next Ten Years
We are thrilled to have Digital Holland as a partner of the Netherlands pavilion, alongside collaboration with the Ministry of Economic Affairs. According to Mark and Anke, the Netherlands has the potential to maintain a leading role, focusing on software development, semiconductors/chips, photonics, quantum technology, and societal impact through technology. Trends such as 6G, AI, cybersecurity, photonics, and satellite integration will become increasingly prominent in the coming years.
The pavilion aims to continue growing: expanding public-private collaborations, knowledge missions, NL Talks, and scale-up programs.
Mark and Anke conclude:
“Do what you believe in. Do you have ambition and want to showcase yourself on the global stage? Join us. Together, we will strengthen the Netherlands’ position even further.”.
Ten Years of NL@MWC: born from Mark’s vision, enhanced by Anke’s dedication, and carried by a growing community. A decade of impact, innovation, and collaboration, laying a solid foundation for the future.