Newsweek BCN Edge of Innovation

BARCELONA
THEEDGEOF
INNOVATION
In collaboration with:The content of this report was produced by:
digital communications on an
unprecedented scale. In 2011,
the organisers of the MWC ap-
pointed Barcelona as Mobile
World Capital, positioning
Barcelona as a global bench-
mark for new mobile techno-
logies. Local authorities are at
the forefront of the Smart City
social revolution and Barcelona
is leading the way in putting the
A
t the beginning of spring
every year, the vibrant
Mediterranean city of
Barcelona becomes the undis-
puted capital of the world’s
mobile telecommunications
industry, as host to the giant
Mobile World Congress. With
the MWC as a springboard,
Barcelona is now pursuing
ambitious plans to develop
needs of residents at the centre
of its investments in digital
services. At the same time, the
city is stepping up its support
to start-ups and forging new
links between the private sec-
tor and its world-class business
schools, universities and re-
search centres, ensuring a sus-
tained ﬂow of innovation from
Barcelona to the world.
into the Silicon Valley of
Southern Europe, a city where
entrepreneurs, researchers and
multinationals come together
to develop cutting-edge
products and services for use
around the world.
Since the Mobile World
Congress moved to Barcelona
in 2006, the city has embraced
the transformative potential of
MOBILE WORLD
CONGRESS
SMART CITY
EUROPEAN CAPITAL
OF INNOVATION
A GLOBAL
LEARNING HUB
CONNECTIVITY &
INFRASTRUCTURE
02
06
10
16
14

2
XAVIERTRIAS
MajorofBarcelona
BARCELONA THEEDGEOFINNOVATIONMOBILE WORLD CONGRESS
02
Over85,000peoplevisitedtheMobileWorldCongressin2014
Barcelona is an
open and cosmopolitan
city that is full of creative
people. We are on the
frontline of innovation
in Spain and Southern
Europe.”
Barcelonahasbecomethespiritualhomeofthemobile
telecomsindustry. AsMobileWorldCapital,thecityis
ashowcasefornewmobiletechnologyservicesanda
globalhubformobileanddigitalbusiness
says Agustín Cordón, the CEO
of Fira de Barcelona, which
puts on the massive event every
year. “For us, it is not only
about hosting the event – it
is about taking the chance to
build on Barcelona’s strengths
and change who we are.”
Even a casual visitor to
Barcelona can hardly fail to notice
theeffectsofthisambition;drivers
receive real-time information on
their phones on where to ﬁnd
a free parking space, based on
information from smart sensors,
while interactive bus shelters
with touchscreens and USB ports
provide passengers with real time
bus information. The transport
authority has launched an
innovative app for residents and
tourists that superimposes bus
and metro information wherever
a smartphone is pointed.
In the heart of the city, the
former industrial district of
Poblenou is now the site of a
thriving cluster of companies
dedicated to technological
innovation, the 22@ district.
In addition to start-ups and
research centres, the area is
home to organisations such
as Barcelona Activa, the city’s
agency for economic growth,
T
he economic renaissance
of Barcelona can be traced
back to the Olympic Games
of 1992, which reshaped the city
and put the capital of Catalonia
back on the world map for both
business and leisure. However,
the main catalyst for the city’s
current transformation has been
the Mobile World Congress. Last
year, the event brought around
85,000 visitors to Barcelona
and in 2015 the Congress is
celebrating its tenth edition in
the city.
“The Mobile World Congress
has been a major creator of
wealth for our country. It has
enabled Barcelona to become
not just a global showcase for
digital innovation, but also an
international hub for mobile
and the Barcelona Growth
Centre, a high tech building that
is the headquarters of the Mobile
World Capital Foundation and
the epicentre of Barcelona’s fast-
growing start-up scene.
The city’s status as Mobile
World Capital has turned it into
a living lab for the integration
of mobile technologies into
everyday life. John Hoffman,
CEO & Director of GSMA,
the industry body behind the
Mobile World Congress, says the
organisation selected Barcelona
to be the Mobile World Capital
from a host of other candidate
cities mainly because of local
authorities’ strategic commitment
to mobile innovation and
entrepreneurship. “Mobile World
Capital is working to embed
the mechanics of mobility in
society,” he says. “It’s going to
have a profound impact on
health, education, transport and
government. The entrepreneurial
society that Barcelona is building
around mobility is also going to
pay major dividends.”
Barcelona’s investments in
mobile technology and in di-
gital innovation have brought
it worldwide attention and the
city has become a recognized
global model for others to fol-
low. “We want to point the way
forward in using new digital
technologies to beneﬁt every-
one who lives in a city,” Mayor
Trias says.
MOBILE WORLD
CONGRESSLEAVES
LASTINGLEGACY
PROJECT DIRECTION/ EDITORIALCONTENT: SIAN GODDARD
EDITING/WRITING: MARK BERESFORD
ILLUSTRATIONS: VASAVA
DESIGN: AGNES WANAT, ANTONIO CAPARRÓS
Specialthanksto Newsweekfortheirsupportofthisfeature
“THINKING
BIG MAKES
US GROW”
BarcelonaCityCouncilappreciatesthegeneroussupportofDídacLee.
It doesn’t matter if it’s a start-up or a multinational, it doesn’t matter if
they are small investments or large international ventures. In Barcelona,
what matters are big ideas, people, opportunities... Everything has a
place in one of the main European cities for international investment
projects. That is why Barcelona makes you grow, makes you dream while
keeping your feet on the ground, even further than the horizon.
BARCELONA, THE EUROPEAN CAPITAL OF INNOVATION.
A prize awarded by the European Commission in 2014.
telecoms,” says Artur Mas, the
President of the Generalitat, the
Government of Catalonia. “It
has helped Barcelona develop
a new industrial structure
with advanced technological
content.”
“The Mobile World Congress
and the Mobile World Capital
have given us the opportunity
to change the DNA of the city,”
BARCELONA THE EDGE OF INNOVATION
FarLeft: MAYORXAVIERTRIAS,CentreLeft:JOHNHOFFMAN-GSMA,
FarRight:PRESIDENTARTURMAS

4
BARCELONA THE EDGE OF INNOVATIONMOBILE WORLD CONGRESS
04
All three of Spain’s ma-
jor telecoms operat-
ors – Telefónica, Vodafone
and Orange – are members
of the Mobile World Capital
Foundation, where they are
focused on developing new di-
gital products and services for
today’s hyper-connected society.
The mission of Mobile World
Capital is to expand the mo-
bile experience and use mobile
technologies as an opportunity
to drive change. The Barcelona-
based institution is focused on
the three key areas of mHealth,
mSchools and Smart Living. It
also runs an Entrepreneurship
and Innovation programme
which brings together start-
ups, investors, universities, re-
search institutes, R&D labs and
business associations. As part
of this programme, the Mobile
World Capital puts on Four
Years from Now, a sister event
to the Mobile World Congress
which is aimed at start-ups and
investors in the digital and mo-
bile area.
Four Years from Now is a
chance for start-ups from the
Mobile World Capital to show
what they are doing and at-
tract capital from funds and
innovation programmes from
other parts of the world,” says
Agustín Cordón, who is the
for digital markets such as Health
and Smart Cities. “Telefónica has
been a pioneer in responding to
today’s market disruption,” Faura
says. “We are in a process of con-
tinual transformation.”
At the same time, operators
in Spain are investing heavily in
fixed and mobile infrastructure
to provide the ubiquitous high
speed connectivity needed to
enable these new business mod-
els. Last year, Vodafone acquired
the country’s leading cable op-
erator, Ono, for €7.2 billion,
giving it access to eight million
households across the coun-
try. In October, the company
began providing LTE Advanced
services in a number of major
cities, including Barcelona, of-
fering downstream rates of up to
300 Mbps.
“We are accelerating the pace
of our investments in Spain,
especially in high-speed broad-
band for both mobile and
fixed,” Vodafone’s Román says.
“We were the first company in
Spain to launch 3G and the first
to launch 4G. Our competitors
are more conservative, but we
are obsessed with improving the
user experience by increasing
data transfer speeds.”
Vice President of the Mobile
World Capital.
Francisco Román, President
of Vodafone Spain, says that the
company’s activities at Mobile
World Capital reflect its “Mobile
for Good” vision and its special
interest in the social inclusion of
the disabled. “We are working
on projects to use mobile
handsets to make cinema more
accessible for the blind and to
use Smart City technologies to
better integrate the disabled,” he
says. “Mobile technology should
reach the most vulnerable parts
of the population. It should
never be exclusive.”
In another initiative, in the
city’s central Plaça Catalunya,
Telefónica has teamed up with
the Mobile World Capital to
build the Mobile World Centre,
a year-round showroom and ex-
hibition centre that is designed
to help ordinary people under-
stand and experience the poten-
tial for mobile technologies to
enrich everyday life. In less than
a year, the Centre has received
over one million visitors.
Kim Faura, Telefónica’s
General Director for Catalonia,
says that the company’s invest-
ments in the Mobile World
Capital programmes form part
of its transformation strategy;
evolving from a traditional,
FRANCISCO ROMÁN
President,Vodafone Spain
utility-style telecoms company
into a digital telco that operates at
a higher level of the value chain.
Telefónica has restructured to
become a more consumer-facing
organisation, appointing brand
managers who are dedicated to
developing products and services
One cornerstone
of our strategy has always
been the fact that we own
the best network.”
Thecityispioneeringtheuseofmobilenetworksfornewservices
BarcelonahasbeenawardedMobileWorldCapitalstatusuntil2018
TheMobileWorldCapital

6
JOSÉMANUELPETISCO,Managing
Director,CISCOSpain
We are learning
from Barcelona citizens
how best to use and
develop technology.”
BARCELONATHEEDGEOFINNOVATIONSMART CITY
06
SMART CITY
WITH A SOUL
BarcelonaistheglobalshowcaseforanewtypeofSmartCity,
whereinvestmentsintechnologyaredrivenbytheneedsof
residents. Thecityispartneringwithleadingmultinationalsto
developinnovativesolutionstotoday’surbanchallenges
See how we’re improving
livesaround the world at
philips.com/innovationandyou
A city that
feels as safe
at night as
during the day
Elite Reports 85x120.indd 1 23/12/14 15:53
We are carrying
out a real quantum leap in
Barcelona.”
ANTONIVIVES
DeputyMayor,Barcelona
T
here can be few city
districts in the world that
seem less futuristic than the
labyrinthine streets of Barcelona’s
Barri Gòtic, or Gothic Quarter.
But it is here in the Catalan
capital that technologists and
local authorities are working
together on a new vision of urban
living, a Smart City that puts
people at its heart.
“We don’t want to talk
about how smart we are,” says
The Smart City concept has
come under fire from some
quarters for its potential to de-
humanize cities and turn them
into over-controlled dystopias.
In 2011, after a series of meet-
ings between the City Council
and CEO John Chambers,
Cisco Systems began working
in a long term partnership with
Barcelona, one of the world’s
most glamorous and historic
cities, to show that it doesn’t
focused on new technologies to
enhance some of the most pro-
saic city services, such as park-
ing and waste collection.
For example, an estimated
40% of traffic in city centres is
caused by drivers looking for
a place to park. In Barcelona,
Cisco has embedded sensors in
parking spaces to reduce this
problem. Residents can down-
load a free map application on
their smartphone to find an
available space, tap to reserve
the space until they arrive, and
pay the fee using the applic-
ation. They can also use the
application to renew the park-
ing space if they need, without
having to rush back to the car
to top up a meter.
It’s not only car drivers who
stand to benefit from these Smart
City initiatives. At bus stops,
Cisco has installed touchscreen
monitors with WiFi which
provide up-to-date schedules,
maps, locations for borrowing
city bicycles, and information
about local businesses and en-
tertainment. Furthermore, the
city authorities and the bus
company can analyse informa-
tion collected from these stops
to improve bus schedules.
“All these new sensors also
provide information about
what’s happening in the city,”
Petisco says. “We can use this
data to make city services
much more efficient.”
T H E I N T E R N E T O F E V E R Y T H I N G
p r e s e n t s
the last traffic jam
We’re building the Internet of Everything for connected cities. So smarter cars
and roads equipped with sensors will use our highly secure cloud to keep traffic moving.
It’s a greener, safer, easier future. Where the roads always flow.
cisco.com/go/de/smartcities I cisco.com/go/fr/smartcities I cisco.com/go/uk/smartcities
©2015 Cisco and/or its affiliates. All rights reserved.
Antoni Vives, the Barcelona
Deputy Mayor who is spear-
heading the plans. “There are
many cities in the world that
are filled with sensors and
devices that add little value to
the community. In Barcelona,
we want to improve the ser-
vices for our citizens and en-
hance their quality of life and
wellbeing. That is the real aim
of all our investment in new
technologies.”
need to be that way and that
Smart City technologies can
help improve the quality of
life for urban communities and
make city living a joy again.
“Cisco and Barcelona share
a common vision of Smart
Cities,” José Manuel Petisco,
Cisco’s Managing Director for
Spain says. “John Chambers
realized early on Barcelona’s
capacity to innovate, to attract
investments and to become a
worldwide reference model.
We have created an iconic
Smart City model in Barcelona.
Barcelona is very important for
us at a global level. Authorities
from other cities all over the
world want to know what
Barcelona is doing.”
The partnership between
Cisco and Barcelona aims to
deliver innovative services
powered by Internet connectiv-
ity in areas such as education,
health, transportation, energy
management and energy effi-
ciency. The first initiatives have

BARCELONA THE EDGE OF INNOVATIONSMART CITY
08
Thefirstelectrictaxisfrom NissanarenowinoperationinBarcelona
A
new initiative by the City
Council has been to in-
stall wireless sensors on
litter containers which inform
the waste management company
when they need emptying, mak-
ing collection more efficient and
cost effective, as well as reducing
pollution and carbon emissions
from trucks.
One of the important steps
that Barcelona has taken is in the
area of public lighting. Working
with the Council, Philips is in-
stalling thousands of smart LED
lights in Barcelona’s streets and
squares which can be managed
remotely, turned on and off
automatically, or decrease and
increase their intensity when
their sensors detect activity. In
the city’s central Avinguda del
Paral·lel, the heart of Barcelona’s
theatre and cabaret district, the
company is deploying state-
of-the-art smart LED systems
which, in addition to separate
lighting for drivers, cyclists and
pedestrians, provide ornamental
lighting of varying colours and
intensity for special occasions.
Juan Sanabria, President and
CEO of Philips Iberia, says that
lighting systems, Philips is also
focused on using technology
to develop new healthcare ser-
vices that have the potential
to improve the quality of life
in Barcelona and even to save
lives; the company has installed
defibrillators in a number of
Barcelona metro stations and in
popular city markets.
Another core part of
Barcelona’s Smart City strategy
is to provide the infrastructure
needed for electric vehicles. In
this area, a key partner to the
city is Nissan, the Japanese car
manufacturer which produces
five different vehicle types in
Barcelona, including its e-NV
200 electric van. Last year,
Nissan adapted the e-NV 200
as a taxi and sold its first mod-
els to Barcelona taxi drivers,
who are now benefiting from
the lower fuel and maintenance
costs and more comfortable
driving experience provided by
electric vehicles. As part of its
efforts to grow demand for the
e-NV 200, Nissan has signed
an MoU with the City Council.
Nissan is helping pay for the
charging infrastructure needed
and the local authorities are es-
tablishing exclusive zones and
parking spaces for electric taxis
and providing additional sub-
sidies for buyers.
“It is a completely integ-
rated initiative,” Marco Toro,
Managing Director of Nissan
Iberia says. “Nissan is investing
in production and infrastruc-
ture for electric mobility while
for its part the local Government
is providing the institutional
support needed for electric
vehicles. The Government un-
derstands that electric mobility
will have a massive impact on
pollution levels, and so they
are providing very attractive tax
discounts and benefits for users
of electric vehicles such as the
e-NV200 taxis.”
Barcelona’s approach to the
Smart City has earned it global
recognition, including being
awarded the European Capital
of Innovation prize from the
European Commission last
year, for introducing the use
of new technologies to bring
the city closer to citizens. City
authorities are travelling the
world to share their blueprint
for the future, and have struck
agreements with cities from Rio
de Janeiro to Hong Kong to pro-
mote Barcelona’s City Protocol
for urban transformation.
“Every city is different, but
they all share a similar meta-
bolism,” Antoni Vives says. “We
want to help authorities around
the world use the Barcelona
model and the Barcelona para-
meters to reproduce and cus-
tomize what we are doing here
in other major cities.”
as well as delivering savings
of over 60% on energy costs,
the smart LED systems being
deployed in Barcelona will im-
prove the quality of lighting,
enhance the city’s brand and
support its economic growth.
“LED technologies can improve
the safety of the streets and
Newinitiativesinlightingand
electricmobility A SMART CAR
FOR A SMART CITY
NEW NISSAN e-NV200.
100% ELECTRIC. MANUFACTURED IN BARCELONA.
*Zero CO2 emissions during use not including parts subject to breakage and wear.*
MARCOTORO,Managing
Director,NissanIberia
increase the number of visitors
and people who stay for the
night,” he argues. “Barcelona is
a showcase for us. We now want
to replicate the sophisticated
projects we are carrying out
here and customize them for
other cities around the world.”
As well as developing smart
We are investing
more than €100 million
to produce the e-NV200
electric vehicle in
Barcelona.”
TechnologyisenablingnewservicesforBarcelonaresidentsandtourists

10
EUROPEAN CAPITAL OF INNOVATION
10
TheiconicMedia-TICbuildingisthenervecentreofBarcelona’sdigitaleconomy
A
s well as encouraging
start-ups and entre-
preneurs in the mobile
and digital sectors, Barcelona
is attracting significant foreign
investment in R&D from ma-
jor multinationals, in sectors
ranging from information tech-
nology to car manufacturers.
“Catalonia has always been
very open to financial, commer-
cial and cultural exchange,” Felip
Puig i Godes, Catalonia’s Minister
of Business says. “One of the
reasons behind the success of the
Catalan economy is that for lack
of major natural resources we
have always had to be creative,
efficient and open to new tech-
nologies and innovation.”
and research community. The
Centre is set to open in the
summer of 2016, cementing
Barcelona’s role in delivering
and disseminating Smart City
solutions. Energy management
company Schneider Electric is
investing in its first Centre of
Excellence for city solutions
and in this same building will
share ideas and innovations
with Cisco.
“The Internet of Things and
the Internet of Everything do
not just depend on the work of
big companies,” Chris White,
Cisco’s Senior Vice President of
the Internet of Everything says.
“They depend on mobilizing
innovation and creativity from
start-ups and educational in-
stitutions, and on cities sharing
their experiences and collabor-
ating. Barcelona is now recog-
nized as the city that is leading
this initiative.”
Cisco estimates that globally
the Internet of Everything will
be a €17 trillion market. At its
innovation centre in Barcelona,
the technology company will
be working with its partners to
translate that massive headline
number into real world services
on the ground. Chris White
says “In Barcelona we are work-
ing very pragmatically to break
down our global forecast into
services that provide tangible
benefits to city communities”.
“Being the Mobile World
Capital is helping us to attract
ICT companies to set up their
European headquarters and their
innovation and research centres
in Barcelona, and it ensures we
get a lasting industrial legacy from
the Mobile World Congress,”
adds Sònia Recasens, Barcelona’s
Second Deputy Mayor.
In 2014, Cisco Systems
began investing €26 million
in a global innovation centre
for the Internet of Everything
in Barcelona’s 22@ district.
Cisco said its decision to open
the centre in Barcelona reflects
the city’s commitment to in-
novation, as well the strength
of its technological, academic
EUROPEANCAPITAL
OFINNOVATION
LeadingmultinationalsareinvestinginR&D
inBarcelona,buildingonthecity’scelebrated
heritageofdesignandcreativityandcontributing
toanecosystemofopeninnovation
Since its establishment in
1904, La Caixa has been
defined by its commitment
to the development of the
Catalan economy and to the
welfare of the Catalan people.
In recent years, the institution
banking activities of La Caixa
are now grouped into the listed
entity CaixaBank, which uses the
brand of La Caixa and the iconic
logo created for it by Catalan
artist Joan Miró in 1980.
Antoni Massanell, CaixaBank’s
Deputy Chairman, says that
the bank’s investments in mul-
ti-channel technology have
helped it establish closer ties
with its customers. “Having a
presence on a customer’s mobile
phone is a means of establish-
ing an emotional link with that
person. Furthermore, by offering
them a range of banking chan-
nels to use, we are able to free up
our branches to provide more
efficient and personalised ser-
vices to customers.”
CaixaBank has an imposing
share of 32.5% of the Spanish
Internet banking market, the
second highest market share
in online banking for any
bank worldwide, and it has
more mobile customers than
any other bank in Spain. The
institution was the world’s first
bank to launch a proprietary
app store, and the first to fit
its cashpoints with contactless
readers, allowing customers to
withdraw cash without having
to insert their card.
has put technology and innov-
ation at the heart of its strategy
for growing its market share and
providing Catalonia with state-
of-the-art financial services.
Following a restructuring that
was completed in 2014, the
Bankingontechnology
BarcelonataxisacceptcontactlesspaymentsthankstoLaCaixa

BARCELONA THE EDGE OF INNOVATIONEUROPEAN CAPITAL OF INNOVATION
12
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to transport vehicles directly
to the Port of Barcelona and to
receive components from the
Zona Franca, reducing carbon
emissions from truck trips.
Stackmann says that the
company is taking inspira-
tion from the city of Barcelona
and its celebrated culture of
design, spontaneity and good
living, as it looks to add more
emotional value and power to
the brand for this next stage
in its history. “SEAT”, he says,
“Combines the best of German
precision engineering and per-
fectionism with the creativity
and innovation that character-
ises its home town. We believe
that Barcelona is a city of
engineered beauty, it is an in-
ternational symbol of elegance,
creativity and style, but this
is not a coincidence - a lot of
thinking and engineering has
gone into it. In the same way,
we see our designers here as
engineers of beauty, so as well
as SEAT being a part of the city
of Barcelona, Barcelona is also
an important part of SEAT.”
For the Government of
Catalonia, it is a strategic pri-
ority to attract investments
from multinationals in research
and development. At the same
time, it has launched new
programmes to enable the
transfer of knowledge from
Catalonia’s educational insti-
tutions and research centres to
the market. To support both
multinationals and local start-
ups, it is also investing heavily
in education at all levels to
development and design at its
headquarters in the Catalan
town of Martorell. Investments
in new design and techno-
logies have been key to the
repositioning and internation-
alisation of the SEAT brand,
led by the successful launch of
the new León in 2012. Once
known for producing afford-
able, smaller cars such as the
Ibiza, SEAT is now investing
heavily in evolving to larger
vehicles that compete less on
cost and more on performance
and brand value. As part of
this shift, the Martorell plant
will start producing SEAT’s first
compact SUV in 2016.
“For the first time in our his-
tory we are selling more Leóns
than Ibizas, which is a massive
change for a company that
has been built on small cars,”
says Jürgen Stackmann, the
Chairman of SEAT, owned by
Volkswagen. “We are making
huge progress in key European
countries, with double digit
growth in a market that is ba-
sically flat.”
SEAT invests a total of
around 500 million euros an-
nually. As well as adding to its
portfolio of cars to support the
exciting change in its brand
profile, the manufacturer is
investing in modernizing its
plant. The Martorell site is
home to the largest solar power
plant in the global automotive
industry; SEAT has spent 35
million euros installing 53,000
solar panels which generate 15
million kWh annually, or 25%
of the energy required each
year to manufacture the León.
The plant also uses train lines
FELIPPUIGi GODES, Ministerof
BusinessandLabour,Catalonia
Catalonia has
always had a very open
and diversified economy
and the outlook for foreign
investment is positive.”
JÜRGENSTACKMANN
Chairman,SEAT
Barcelona is an
inspiration for our work as
we move from low cost to
high emotional value.”
Cityofstyle
inspires investment
I
n Barcelona, Cisco and
Schneider are joining other
technology leaders who have
invested in R&D centres in
the city. Last year, HP chose
the region as the location for
its global 3D printing centre.
Barcelona is already home to the
company’s graphic arts business,
and HP chose the city for its
annual HP Discover conference
in 2013 and 2014. Meanwhile,
authorities are also in talks
with Chinese giants Huawei
and Lenovo about potential
investments in the city.
In addition to these newer
industries, Barcelona contin-
ues to be a powerhouse in the
European automotive industry.
Nissan plans to invest €300
million and hire an additional
1,000 employees for produc-
tion of the e-NV 200 electric
vehicle, a new pick-up, and
the Pulsar at its plant near the
Port. Nissan’s Marco Toro de-
scribes the Pulsar as “our most
Spanish vehicle yet,” as the car
was also largely designed and
engineered in Barcelona.
Meanwhile, SEAT, which is
Spain’s single largest investor
in R&D, employs around
900 engineers on research,
ensure that Catalonia has the
dynamic and entrepreneur-
ial workforce it will need in
this new stage of its history.
“Our most important asset
is our people and our main
goal is to invest in education,”
the Catalan President Artur
Mas says. “Our vision is for
Catalonia to be a leading driver
of the economy of southern
Europe, a strategic hub thanks
to a knowledge economy that
prioritizes research and innov-
ation.”

addition to its mobile assets,
the company has a ten-year
contract to manage Barcelona’s
fast growing public WiFi net-
work, which forms one of the
foundations of the city’s Smart
City innovations. It is Abertis
Telecom that provides the
connectivity needed for city
services such as Smart Parking
in the district of Les Corts.
“We have long-term rela-
tionships with the telecoms
operators and with public ad-
ministration,” Tobías Martinez,
the General Director of Abertis
Telecom says. “We are an ena-
bler who can accelerate the de-
ployment of new infrastructure
to the market, speeding up the
rollout of innovative new ser-
vices for users.”
Last year, Abertis Telecom
took its first steps outside Spain,
acquiring over 200 mobile tele-
coms towers in Italy. It is now
preparing to carry out an IPO
to raise funds for further inter-
national expansion, which will
bring the company’s financial
resources and technical know-
how to new markets across
Europe.
15
SIXTECAMBRA
President,PortofBarcelona
The Port of
Barcelona has doubled in
size in the last 10 years
and is as competitive
as any port in Northern
Europe.”
Newairand
telecomsconnections
I
n recent years Barcelona’s
airport, El Prat, has become
a major air hub for southern
Europe. That status is largely
the result of the rapid growth
of Vueling, the low cost airline
which takes around 22 million
passengers a year in and out
of Barcelona and flies direct
to over 120 destinations from
El Prat.
As befitting a Barcelona-
based company, Vueling is
investing significantly in
technology to differentiate the
airline in a growing market.
“Most of our IT budget is
going to mobile,” Alex Cruz,
the company’s CEO says. “We
want to use mobile to find new
ways of solving the potential
problems of our customers and
improve the travel experience.”
Increasingly, the connectiv-
ity needed to provide these
value-added experiences is
being provided not by the
telecoms operators them-
selves, but by specialist com-
panies which run the mobile
tower networks. One of the
largest of these companies in
the world is Abertis Telecom,
which is headquartered in
Barcelona and operates over
4400 telecoms towers. In
We are developing
new communications
networks
With 8,000 sites, we offer a wide range of
connectivity services for broadcast, mobile
telephony, security and emergency network
management solutions, the Internet of Things
and smart city applications.
www.abertistelecom.com
faldon 175x60.indd 1 12/01/15 11:50
14
Barcelona’sFreeZone,orZonaFranca,wasestablishedin1916
A
sBarcelonatransformsfor
the knowledge economy,
it is building above all on
the strengths of its soft assets; its
global brand, the creativity of its
people, its business schools and
research centres and its status as
Mobile World Capital. However,
the city also enjoys a series
of competitive advantages in
physical infrastructure, transport
and logistics.
Foremost among these hard
assets is Barcelona’s Port, which is
of the Port of Barcelona, says
that the Port is now focused on
investing in improving road and
rail access, to reduce the time
and costs of transporting goods
in and out. These investments
will help position Barcelona
to grab an ever greater slice of
Asia-Europe container traffic.
It is at least three days quicker
to ship a container from China
to Barcelona than to Antwerp
or Rotterdam. These new
international rail connections are
positioning the Port of Barcelona
as a gateway to the rest of Europe.
“We want to enable the
Mediterranean as an entry point
for commercial traffic to the en-
tire European market,” Cambra
says, “improvements in rail con-
nections will be essential.” The
key project will be the construc-
tion of a Mediterranean Railway
Corridor that will provide
a freight connection from
Barcelona to Marseille, Lyon and
beyond.
playing a leading role in the rapid
growth of Catalonia’s industrial
base. In recent years, the Port
of Barcelona has benefited
from major investments that
have increased its capacity
and efficiency - notably a
€300 million investment from
Hutchison Port Holdings in a
new, semi-automated container
terminal. In 2014, Hutchison
started work on a €150 million
expansion of this terminal.
Sixte Cambra, the President
BUILDINGNETWORKS
FOR GROWTH
Investmentsintransportandtelecomsinfrastructurearehelping
Barcelonacapitaliseonitsstrategiclocation,providinglocal
businesseswiththeconnectivitytheyneedtodevelopnew
relationshipsandnewservicesfortoday’sglobaleconomy
F
or nearly one hundred
years, Barcelona’s free
zone has been at the centre
of the city’s economic devel-
opment. El Consorci de La
Zona Franca, the Free Zone
Consortium, is now spear-
heading Barcelona’s drive
to attract investors in high
technology industries.
centre of Barcelona’s digital
economy. Other tenants at
the site include university
research centres and eco-
nomic development agencies
such as Barcelona Activa and
Barcelona Digital.
Meanwhile, in the giant in-
dustrial estate between the
airport and port, El Consorci
is attracting increasing in-
terest from manufacturers
and logistics operators who
want to use Barcelona as the
gateway to southern Europe.
El Consorci has cut the costs
of leases in the free zone by
30% and is investing 24.3
million euros in modern-
ising facilities.
In downtown Barcelona, El
Consorci has leased floors in
an iconic property in the 22@
District to the Mobile World
Capital Foundation.
The cutting-edge Media-TIC
building was named Building
of the Year 2011 by the World
Architecture Festival and
has emerged as the nerve
PrimeBarcelonareal estate
CONNECTIVITY & INFRASTRUCTURE

BARCELONATHEEDGEOFINNOVATION
17
economic research community;
the Barcelona GSE has been
awarded a total of 17 grants
from the European Research
Council.
The institution does not see
itself as competing with existing
business schools in Barcelona,
but as providing a complement-
ary service for a more specialist
set of skills. “Our programmes
do not focus so much on mana-
gerial and strategic skills as on
advanced economics, analytics
and data science,” GSE Director
Teresa Garcia- Milà says. “They
are more for people who end
up working in think tanks,
economics consulting firms,
central banks, the World Bank,
the IMF and other international
institutions. The Barcelona GSE
provides complementary edu-
cation in economics and ana-
lysis to the business education
from schools such as IESE and
ESADE.”
Common to the Barcelona
GSE and business schools
such as IESE is a focus on
globalization and innovative
thinking that differentiates
them from their competitors
elsewhere in Europe and
in the US. While business
students interested in a career
in finance may gravitate to one
of the world’s financial centres,
students at IESE and other
business schools in Barcelona
tend to be more creative, with
professional interests ranging
from software programming to
technology to venture capital.
The institutions also tend to
have higher proportions of
international students than
business schools in the US.
TERESAGARCIA-MILÀ
Director,BarcelonaGSE
The future
depends on connecting to
the frontier of knowledge
and translating that into
innovation and products.”
Specialistsinglobalization
andcreativity
“There has been a very ob-
vious cluster effect, and
as a result, Barcelona is now a
major hub for business edu-
cation,” Andreu Mas-Colell, a
prominent economist who is
Catalonia’s current Minister of
Economy and Knowledge, says.
“Historically, Catalonia has two
business schools that are always
among the world leaders, but
they are not alone. There are
now four or five other schools
which have those two as their
standard of excellence.”
Minister Andreu Mas-Colell
played an instrumental part
in establishing one of these
new schools, the Barcelona
Graduate School of Economics,
where he was appointed the
first Chairman in 2006. The
GSE was founded by four of
the city’s public research insti-
tutions, with financial support
from the private sector, and
is now home to 160 full time
researchers.
Many of these researchers are
at the forefront of the European
I
n business education, as in
football, Barcelona has pride
of place in the European
Champions League. Uniquely
for a city that is not a national
capital, Barcelona is home to
three institutions in the top 25
places of the 2014 European
Business School ranking pro-
duced by the Financial Times.
In the 2015 Global MBA ranking
published by the FT in January,
IESE is the city’s outperformer;
the business school was in
AGLOBAL LEARNINGHUB
seventh place worldwide and
was the third highest ranked in-
stitution in Europe.
Academics and politicians at-
tribute Catalonia’s leadership in
global business education to the
region’s historic openness to out-
side influence and trade, to the
unbeatable appeal of Barcelona
as a place to live and study, and
to concerted efforts to support
research, innovation and know-
ledge transfer. The city’s institu-
tions produce the fourth highest
quantity of scientific literature
in Europe, and are among the
leading recipients of European
research funds, accounting for
double the EU average on a
per capita basis. Links between
business schools, universities
and the private sector are in-
creasing, forming a world-class
community of knowledge work-
ers from around the world, with
Barcelona’s business schools at
the centre of a fast developing
culture of invention.
AGLOBAL
LEARNING HUB
Barcelonaisarecognisedinternationalleaderineducation.
Studentsandresearcherscometostudyatitsbusinessschools,
universitiesandresearchinstitutesfromaroundtheworld,
bringingnewideasandcreatingopportunitiesforchange
16
We have an
environment for research
and world-class research
infrastructure that is
attracting a many talented
people to Catalonia.”
BARCELONA FREE ZONE
A GATEWAY TO THE ENTIRE WORLD
A wide range of plots from
4,500 to 100,000 sq. meters.
Rates from €22/sq. meters per year.
comercial@el-consorci.com
www.elconsorci.net
C
M
Y
CM
MY
CY
CMY
K
newsweek.pdf 1 17/12/14 11:57
wwwò ò a ò ce oò a gseò e
Focus your talent for
maximum impact.
à a Sc eò s ò
a coò o c a ò a s ò
o c S ec a s ò
NewsweekFeb15GSE_final.indd 1 2014-Dec-15 10:58AM
ANDREUMAS-COLELL, Ministerof
Economyand Knowledge,Catalonia

O
n IESE’s full time MBA pro-
gramme, 56 countries are
represented and 80% of students
come from outside Spain. Xavier
Vives, Professor of Economics
and Finance at IESE, says that the
quality of life in Barcelona serves
as a magnet that attracts students
from all quarters. The programme
appeals in particular to people
looking to develop truly global
management skills and immerse
themselves in a multicultural en-
vironment. Pankaj Ghemawat, a
well known global strategist who
was the youngest full professor in
the history of Harvard Business
School, moved to IESE in 2006
because of the opportunities it
affords for researching globaliz-
ation. As Professor of Strategic
Management, he now teaches
the world’s first mandatory MBA
course on globalization.
As well as this focus on glob-
alization, IESE is continuously
innovating in its delivery of
education for executives in a
fast moving international busi-
ness environment. The business
school has launched a pioneer-
ing, multidisciplinary five-day
course, Fast Forward, specifically
designed for international exec-
utives who want to explore the
long-term impacts of global so-
cial and economic trends on their
businesses. The intensive course
blends elements of both open
BARCELONA THE EDGE OF INNOVATIONA GLOBAL LEARNING HUB
first university in the world to
be completely online, enabling
students to develop their careers
with Bachelor’s or Master’s de-
grees later in life and while work-
ing. Around 55,000 people are
currently studying at the UOC.
Research into the social implic-
ations of frontier technology is a
major priority for the university;
the UOC is home to the Internet
Interdisciplinary Institute (IN3),
which specialises in research
into the network society and the
knowledge economy, and the
eLearn Center (eLC) for research,
innovation and training in
e-learning. Reflecting this focus,
some of the UOC’s most popular
programmes are in subjects such
as innovation, e-learning and the
knowledge society.
As more traditional univer-
sities migrate online, Dr. Josep
Planell, President of the UOC’s,
says the institution plans to fur-
ther globalize its activities, and to
continue to partner with research
institutes, the private sector and
international universities to de-
liver lifelong learning in new
advanced technology niches.
“The need to train people in Key
Enabling Technologies both at
the vocational and the higher
education levels will be enorm-
ous in the near future,” Planell
says. “We have the expertise and
the platform to offer this lifelong
learning opportunity.”
Strengthening ties between
private institutions and the pub-
lic sector is key to developing
the region’s educational offering
and to driving economic change.
Xavier Vives at IESE says that
the economic future of Catalonia
will partly depend on maintain-
ing close relations between the
private, public and academic sec-
tors, who are working in partner-
ship to support innovation and
improve the city’s competitive-
ness and productivity.
Barcelona’s business schools,
universities and research centres
are playing a critical part in en-
abling the city’s current eco-
nomic and social transformation.
As well as serving as high tech
factories of innovation and new
ideas, they are attracting talented
and creative knowledge workers
from around the world, ensuring
that the dynamic and inspira-
tional city of Barcelona continues
to look to the future with confid-
ence and optimism.
and customized programmes;
participants choose from the
most relevant research sessions
held in parallel each morn-
ing, and one specific area from
themed tracks that run through
the entire week. While students
can sign up individually for Fast
Forward, many leading multina-
tional companies have also sent
entire management teams to par-
ticipate in the course.
The region of Catalonia has
also played a pioneering role
in university education and
lifelong learning. Twenty years
ago, the Universitat Oberta de
Catalunya (UOC) became the
18
Come for a walk
in my garden
Dr.JOSEPPLANELL,President,
UniversitatObertadeCatalunyaUOC
We are using
technology to personalize
our educational offering
and to adapt it to the
changing needs of today’s
students.”
XAVIERTRIASMajorofBarcelona
“Barcelona is showing cities how
to use new technologies to enable
people to live better and enjoy life
more than ever before.”

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