Internet companies such as Google, Yahoo, MySpace and YouTube are a powerful but largely unseen presence at the 3GSM World Congress.
These companies are constantly talked about at the trade show. Nokia announced a deal to put YouTube videos on its handsets; Vodafone announced an advertising tie-up with Yahoo, having announced a brace of web alliances in the run-up to the show.
In his keynote speech, Arun Sarin, chief executive of Vodafone urged the telecoms industry to adopt the speed of the internet companies, pointing out that it took YouTube just 18 months to reach 20m users, while it had taken the mobile industry a decade to do the same.
The physical presence of these companies at the show, however, does not match the talk. You would expect these brands to have large, centrally-located stands, matching the towering edifices put up by companies like Nokia and Samsung.