Video: Is this MWC’s most polarising exhibition stand?

This is something I’ve been meaning to document for at least three years.

As myself and colleague Ed walked by the CBOSS stand at MWC this year, I decided it was time for a video. CBOSS are famous amongst MWC-regulars for having one of the most polarising exhibition stands at the event. Some people love it — for obvious reasons — other people absolutely despise it.

The obvious reasons will become clear when you watch the video below. But for those who’d like a quick synopsis, the CBOSS stand seems to always prominently feature scantily clad girls standing around and — occasionally — bursting into bouts of synchronised dancing. During the dancing, that’s when the crowds around the stand can be guaranteed to be 5-6 people deep. Most of the people watching are filming or taking photos. I’m reasonably sure nearly all of them have no interest in billing solutions or anything else CBOSS sells.

Employing good looking girls to march around trade shows in order to garner attention is nothing new. Nothing new at all. There were plenty of women walking around with flyers and gizmos this year. The CBOSS stand takes the term ‘stand girls’ to another level by having their girls literally stand there on show. No messing around. They just stand there striking poses. And occasionally glide about to music.

In terms of polarisation, I’m erring toward the ‘despise’ camp. My colleague Ed, on the other hand, isn’t so sure — as you’ll see in the video.

What do you think?

By Ewan

Ewan is Founder and Editor of Mobile Industry Review. He writes about a wide variety of industry issues and is usually active on Twitter most days. You can read more about him or reach him with these details.

11 replies on “Video: Is this MWC’s most polarising exhibition stand?”

I’m also in the ‘despise’ camp. It’s patronising, and also counterproductive – I really don’t see how they think this is going to help get their message across (it’s more likely to detract from it). But is it any worse than, say, the Samsung stand, where the women have a uniform of tight t-shirt and white mini-skirt? At least CBOSS are being open about it.

The Android stand, on the other hand, was almost the perfect stand for these kinds of events – I’d love to know how much was spent on it!

Now, on a related point, there should be a higher charge for those booths across the aisle that benefit from all that increased foot traffic too – what a great place for a startup to get seen (as opposed to those little booths at the far end of the pavilion).

Guess what?

I find it such a put-off that I don’t even know (or care about) what CBOSS is all about… (and neither do my friends and fellow industrymen).

I thought capturing the whole act would have been a bit… well, inappropriate. Literally, they just glide about the stage in some semblance of order.

Indeed, I find it very shocking that you’d post a 3 minute video and not include any of the dance routine! bp101 has a point, at least they’re being open and not trying to sell it as something else. but you’re right, does it really help to inform the audience, promote their brand or sell their products? doubt it. i’d assume the gawking crowds disperse as soon as the dance number finishes, not run up to ask about their systems. i still think sexy sells, but you have to be a bit more clever about it.

Hi Jessica! I thought it would have been a bit rich for me to stand there
saying ‘I don’t quite think this is right,’ and then have Ed film the whole
thing 😉

You’re right about the gawking crowds — they simply disappear the moment
the girls walk off stage. I’m not sure there’s that much value gained by
CBOSS beyond the fact that we’re discussing them now.

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