When one hears GSM, at first it sounds old, but the thing is that at this event, companies will be converging from a very wide range of sectors: Voice over IP (VozTelecom, just to name a random one), third generation mobile, UMTS, hardware manufacturers, etc.
If you don't like GSM because it sounds old to you (even though it is a very successful European technology) you could always read it as 3G SM Third Generation (3G) Special Mobile (SM) (GSM originally stood for Groupe Special Mobile). It rocks this way, doesn't it ? :P
I really feel it's interesting to see that in the Mediterranean basin starts to emerge a powerful technological movement. For example, Israel is a tech superpower, and it is our next door neighbor, just jump and you get there!
Emoze, for example, will be at 3GSM to challenge BlackBerry (canadian) on who can get their emails, contacts and calendar events faster and more securely to their mobile device. This is the announcement they've released:

Go emoze Go ! we're rooting for you neighbours !
As the conference develops, I'll be posting on the big parties we'll be having there ;)