The mobile phone industry is seeking out mass-market services to entice consumers to use 3G networks, despite almost 80 per cent of UK users complaining in a recent survey that mobile services are getting too complicated.
But this is where the TV companies come in. MTV Networks, the music and children's TV unit of Viacom, will be broadcasting three mobile TV channels at the event, featuring MTV music and shows, Paramount Comedy, Nickelodeon and IFILM, a new MTV brand.
Almost 50,000 visitors are expected at the show, at which BT is expected to launch its new Movio TV and radio service.
Mobile TV will kickstart mass-market demand for smartphones and feature
phones, according to Nigel Clifford, chief executive at mobile phone software
In the coming year consumers can also expect to see phones with bigger screens to display the emerging TV and video services.
Another example of how mobile phones are changing is the arrival of a chip that turns a mobile phone into a wallet. Six years after the first hype it is now used in Japan. Europe is expected to follow this year.
Trials with Mifare/Felica phones are underway in Germany and France, where users can pay for anything from groceries to bus tickets. Around 200 visitors at 3GSM will be handed a Samsung phone to try it out for themselves.
Novelties at the show will also include a handset radio built on a chip from Bitwave that can tune into any wireless network, past, present or future. The first chip will be on show next week and could be in handsets next year.
IBM and Technical University of Munich team demonstrate how Shor's algorithm, which can't be cracked by conventional computers, can be solved quickly with quantum computing
Hubble Space Telescope finds superflares from young red dwarfs could strip away planetary atmosphere
Younger stars are 100 to 1,000 times more energetic than when they're older
Two of the big four supermarkets will use the system to control sales of restricted products
PUBG news and updates: November's Update #23 to bring new Skorpion pistol and changes to blue zone visibility
Genuinely useful side-arm coming to PUBG in Update #23