MWC: Why Lightico Cancelled and How to Make the Best Out of a Bad Situation

Jake Levant

Over the weekend, Lightico decided to cancel our attendance at MWC in Barcelona this year due to the risk of the coronavirus. On the one hand, it wasn’t an easy decision because MWC offers a great opportunity to meet with prospects, customers, and partners, especially in the telco space, which has been a strong vertical for us as a company. On the other hand, when we stopped to consider the safety of our colleagues, the decision was clear.

Sunk Costs

Still, as a fast-growing company, the sunk costs of the booth, flights, accommodations as well as potential opportunities made it a painful decision. Other companies, from the biggest players at the event such as Ericsson, Intel, and LG to smaller companies like Panorama Software have also chosen to miss the event due to similar concerns and have lost hundreds of thousands of dollars – or even millions in the case of Nvidia.

New Digital Opportunity

We have, however, decided to push on in the Lightico way – taking the physical to the virtual. In the spirit of our technology, which enables the virtualization of traditionally physical interactions, we have created a virtual booth. With our digital booth, prospects and visitors can experience Lightico, learn more about the technology, hold live meetings with our team, and nurture strong business relationships. We’re even considering sending swag to those who join via direct mail!

So, whether you’re going to Barcelona in two weeks or not – we’ll see you at our digital booth

Want to have a virtual booth with us? E-mail us at