Native advertising is one of the buzz words of the moment and it generally provokes one of two reactions. Either a sense of confusion, or the feeling that it's an over-hyped phrase which is just a new way of describing what we do already - creating advertising which is relevant to the editorial experience.
Amongst the sleekest handsets and most technical toothbrush you've ever seen, there were also some real initiatives to put technology to good use at this year's Mobile World Congress (MWC) in Barcelona: increasing accessibility, aiding healthcare and supporting the developing world. As the conference hall doors close behind me for the final time, I begin to digest the impact of this year's theme - 'What's next'.
Collaboration is and will continue to be vital to unlocking the health challenges facing our world today and technological innovation needs to serve frontline health workers, not the other way round. If we combine the capacity of mobile with deep understanding of the real needs of frontline health workers and the systems within which they work, a powerful force for change can be created.