This blog was written by Isabel Corte Real, VP of Marketing & Events, WBA

First WBA event. First Wireless Global Congress. First time in Vienna.

That’s quite a few firsts in less than one week!

I am driven by novelty and by learning opportunities, always have been. One of the things I appreciate most about my professional journey is that there has always been something new to discover. New industries, new people, new perspectives, new opportunities to learn… new experiences!

Joining the WBA, and right after, attending Wireless Global Congress (WGC) EMEA 2026 in Vienna was certainly one of those experiences.

It was my first opportunity to experience the WBA community coming together, and it was incredible.

Beyond Technology: The Value of Connecting People

Being a marketeer at my core, I have always believed that the strongest brands and communities are built around people. And that was perhaps my biggest takeaway from Vienna.

Meeting WBA members, partners and some of the leading voices in the wireless industry was an invaluable opportunity to better understand the ecosystem we represent, the challenges our members face and the opportunities they are working to unlock.

There is something particularly valuable about moving beyond emails and virtual meetings. To hear different perspectives, exchange ideas and discover the common goals that bring organizations together, face to face.

For an organization like WBA, this is fundamental. Our strength lies in bringing together companies from across the wireless ecosystem, and all corners of the planet, creating opportunities for collaboration and helping turn shared industry challenges into meaningful progress.

Vienna made that mission feel very real to me.

An Industry Looking Ahead

Of course, this event is about technology, innovation and the future of connectivity.

First of all, we held the Working Sessions, exclusive to members, were the latest innovations, projects and ideas were shared. These sessions demonstrated something that is not always visible from the outside: the ongoing collaboration, expertise and commitment required to advance the industry.

Then, across the two days of conference sessions and discussions – the World Global Congress.

And of course, all this within Network X, the bigger event that our partner, Informa, organizes.

Several themes stood out to me.

Convergence is becoming increasingly important. The conversations around Wi-Fi and cellular convergence reinforced how the industry is moving towards more integrated connectivity experiences. For end users, the technology behind the connection should matter less than the quality, reliability and simplicity of the experience.

AI and intelligent networks are reshaping expectations. From automation and network optimisation to the evolution towards Wi-Fi 8, it was fascinating to see how the industry is looking beyond connectivity itself to deliver smarter, more responsive networks.

Real-world applications matter more than ever. Discussions around enterprise connectivity, connected venues (and cars!), smart buildings and OpenRoaming® highlighted the importance of translating technological innovation into practical benefits for businesses, communities and consumers.

What I found particularly interesting, coming from a marketing perspective, is how closely these conversations connect to the way we communicate the value of our industry. Behind every technical advancement is a much bigger story: how connectivity can improve experiences, enable businesses, support innovation and create new opportunities.

And those are stories worth telling. And that’s where our marketing team comes in.

Leaving Vienna Inspired

I arrived in Vienna looking forward to my first WBA event, to meet the team, to present myself to the members. I left with new connections, new knowledge and plenty of ideas.

More importantly, I left with an even stronger appreciation of the community behind WBA.

A big thank you to all our members, speakers, partners and industry colleagues who made the event such a valuable experience.

And, of course, a special thank you to the entire WBA team for the dedication and hard work that goes into making these events happen.

For me, Vienna was much more than a first event. It was a reminder that, whatever stage we are at in our professional lives, there is always room to learn, to be inspired and to see things from a new perspective.