The author argues that while we have moved on from Mobile 1.0 and headed towards Mobile 2.0, we are not there yet. Technical limitations, notably 3G and future 4G rollouts, mean that we are yet to see the full empowerment of the user to upload and exchange rich content from mobile to mobile. What is unquestionable is that mobile web is undergoing a transformation from niche service to critical mass service and that the playing field has changed, with the move from ‘walled gardens’ to ‘open playgrounds’...an open environment which still has some rules, is subject to some supervision but ultimately where everyone is free to choose who to play with. Content is the new battlefield, with incumbents and start-ups fighting out over increasingly glazed eyeballs. MSNs are exploding but monetization models still have to prove that they allow for sustainable businesses to be built. Savvy users today can get a pretty good experience on key bits of the mobile web, but hurdles remain, as made-for-mobile sites account for less than 10% of overall websites. Location will play a big role in the future delivery of mobile services, whether a semantic web emerges or not. Android promises to speed up the process of development and promote interoperability while at the same time unleashing more of the power of mobile applications.

1. The Evolution of Mobile Web Ric Ferraro, GeoMe CEO KoreaComm 30 th Oct 2008 Flickr photo by nz (dave): http://www.flickr.com/photos/nzdave/245728298/sizes/l/

7. the battle over content =

10. mobile 2.0 playground today

12. from PC web to mobile web Made for Mobile sites account for less than 10% of total websites

15. The MSN Explosion The MSN Explosion

17. politicians as mobile brands Available from the iPhone App Store

19. niche opportunities for MSNs A Social Network for Latino baby Lovers?

21. LBS 2008 roadmap Nokia receives regulatory approval for Navteq acquisition Nokia acquires Plazes Nokia announces all high end phones to have GPS as standard from 2009 Google CEO states LBS “next big thing” Loopt launches first ATL ad campaign for a LBS Service and sponsor The Middle Show Feb Jul Jun Sep Jan “ Mobile will be the navigational ringtone”

23. where 2.0 2000 2005 2007 2010 Gartner’s Hype Cycle Adapted for LBS’s

25. monetising the mobile web

29. A travel guide that pulls up information from Wikipedia and puts it on a map along with photos from Panoramio Wikitude Android App Market android developer challenge No permission is needed from an operator or Google to sell an application

32. the semantic web “ Intelligent Web ” ...will anticipate what we want to do Through New Data Mining techniques.... “ The Web of Services ”

33. the semantic web means we have to rethink: Copyright Ethics Authorship Rhetoric Aesthetics Governance Privacy Relationships Ourselves Identity