Ask anyone what they’re looking forward the most from Mobile World Congress 2014 and you’re bound to get names of upcoming smartphones or tablets thrown your way, but the event isn’t just about mobile devices. That’s merely the surface. A lot of other products are showcased as well, apart from sessions and talks about the industry at large. Procter & Gamble have something to show off at the conference, a smart toothbrush that can connect with a smartphone using a Bluetooth 4.0 link to help people improve their dental hygiene. The toothbrush will be sold under P&G’s Oral-B brand.

The app can be programmed by a dentist so as to ensure that users are reminded to pay more attention to areas of the mouth that are being neglected. Its capable of displaying brushing progress in real time and even prompting the user to move to a different area, as well as warning them if they’re brushing too hard. Michael Cohen-Dumani, global associate director for Oral-B, tells Reuters that the app will be “able to fully personalize the brushing routine for you.” Such luxury won’t come cheap though, positioned at the top of Oral-B’s electric toothbrush range, it will carry a suggested retail price of $330. Watch out, Kolibree!

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