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“I never bothered to
                           learn about mobile.”
                                   Assistant Account Executive. Aged 42.




Tuesday, November 15, 11
Tuesday, November 15, 11
40,000   12


Tuesday, November 15, 11
Everything   and everyone




                                                       will be mobile



Tuesday, November 15, 11
Search will be mobile




Tuesday, November 15, 11
Content will be mobile




Tuesday, November 15, 11
Travel will be mobile




Tuesday, November 15, 11
Retail will be mobile




Tuesday, November 15, 11
Retail will be mobile




Tuesday, November 15, 11
Payments will be mobile




Tuesday, November 15, 11
Banking will be mobile




                            “ By 2012 50 percent of all Fidelity
                              Investment customer trades and
                              transfers will be made from a
                              mobile device.”
                                          - Joe Ferra, Chief Wireless Officer, SVP, Fidelity Investments




Tuesday, November 15, 11
Social media will be mobile




Tuesday, November 15, 11
The physical world will be mobile




Tuesday, November 15, 11
awareness


                           consideration

                              intent




                              support


                              loyalty


                             advocacy




Tuesday, November 15, 11
awareness


                           consideration

                              intent




                              support


                              loyalty


                             advocacy




Tuesday, November 15, 11
awareness


                           consideration

                              intent




                              support


                              loyalty


                             advocacy




Tuesday, November 15, 11
awareness


                           consideration

                              intent




                              support


                              loyalty


                             advocacy




Tuesday, November 15, 11
awareness


                           consideration

                              intent




                              support


                              loyalty


                             advocacy




Tuesday, November 15, 11
awareness


                           consideration

                              intent




                              support


                              loyalty


                             advocacy




Tuesday, November 15, 11
GOMO PLAYBOOK




                           What do advertising agencies have to do?




Tuesday, November 15, 11
Embrace the mobile mindset




                                Dressing up is all fun and games again.
                                With tons of brands like Blowfish, Levi’s, and AK Anne Klein, finding
                                something to wear has never been so much fun.                         Scan this code to dress the doll.




Tuesday, November 15, 11
Embrace the mobile mindset




                                Dressing up is all fun and games again.
                                With tons of brands like Blowfish, Levi’s, and AK Anne Klein, finding
                                something to wear has never been so much fun.                         Scan this code to dress the doll.




Tuesday, November 15, 11
Think utility over messages




Tuesday, November 15, 11
Consider context over demographic




Tuesday, November 15, 11
Change the team and the brief




                                   CW   Mobile
                                   AD   Social
                                        UX
                                        Tech




Tuesday, November 15, 11
Learn from the start ups




                           gaming dynamics   deferred intent   inspired sharing




Tuesday, November 15, 11
Make your ideas collaborative




Tuesday, November 15, 11
Find new sources of inspiration




Tuesday, November 15, 11
Tuesday, November 15, 11
Think beyond the app




Tuesday, November 15, 11
Do it to get it




Tuesday, November 15, 11
Take advantage of this site




Tuesday, November 15, 11
100
Tuesday, November 15, 11
Percentage of clients
                           who will insist that their
                           agencies understand mobile




Tuesday, November 15, 11
0
Tuesday, November 15, 11
Percent of agencies
                           that will still be around if they
                           fail to learn about mobile




Tuesday, November 15, 11
a lot
Tuesday, November 15, 11
Money to be made
                           by agencies who learn to think, market
                           and create in the mobile space




Tuesday, November 15, 11
It may be too late to be early
                           But it’s still early enough not to be late




Tuesday, November 15, 11
Tuesday, November 15, 11

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