Written in 2011 for World Vision, this article still provides a good overview of the changes in the digital landscape and the impacts for Not for Profit organisations. Today, I believe that the "internet of things" should be added: sensors, beacons, wearables will also help not for profits, e.g., in agri culture.

1. Digital Value Creation
Prepared by Growth Solutions Group and Monash University
June 2011
1
We have worked with Monash
University Melbourne to identify
trends in the digital landscape
for not-for-profit organizations.
This paper summarises the key
findings and hypothesised
impacts.
Anna Matwijw (Monash University Student)
Erik van Vulpen (Growth Solutions Group)
In the last few weeks, two research groups set a
world record by sending more than 100 terabits of
information per second through a single optical fibre
i
.
(That is the equivalent of sending 250 double sided
Blue-ray discs in one second.)
Couple these unprecedented bandwidth speeds with
increasing global penetration of wireless networks and
growing affordability of internet access devices, and
the dream of the ubiquitous internet is within reach.
But where is all this leading? Here are some of the
more foreseeable developments and impacts.
The 6 technology trends shaping the new
media landscape
1. What can be mobile, will be mobile
According to a new report published by the
International Telecommunications Union, the world
will have 5.3 billion mobile phone subscribers by the
end of the year
ii
.
By end of this year, more than 85% of the mobile
phone handsets shipped globally are expected to
include a browser
iii
.
Mobile phone networks are already available to over
90 percent of the world's population. Mobile phone
penetration in developed countries is 68 percent, a
saturation level higher than any previous technology
iv
.
Forrester Research predicts that the next huge wave
of Internet users - people in developing countries- will
simply leapfrog the computer and predominately use
Smartphones instead of PCs as their primary access
method to the Internet
v
.
Smartphones are now affordable, advanced and
easily connected to global wireless networks. The
added features on a smartphone are already helping
people in developing countries.
Farmers can use photo and video-recording facilities
on Smartphones to share information about farming
practices. In India, the non-profit organization Almost
All Questions Answered (aAqua) already operates a
network where farmers can send questions to
agricultural experts via text message or the Internet,
and check crop price information.
vi
‗Flow‘ is an Android smartphone app that lets people
snap photos of broken water pumps in developing
countries, ensuring faster repair
vii
.
A more widespread implication on the doorstep of
mobile technologies is the global move to the ‗digital
wallet‘ and streamlined digital micropayments. Already,
ING Direct customers can transfer payments to friends
with the bump of a smart phone — no account
numbers needed
viii
.
This trend towards mobile payments means it will be
easier and safer to make streamlined payments using
Smartphone, which means people will be able to
donate anytime, anywhere, to any cause at the click of
a button. Mobile phone accounts are harder to link to
people‘s other identity details, so make it harder to
hack, an additional advantage.
In Kenya phones are being turned into mini-ATM
machines via Vodafone's M-PESA program, which
allows users to load money onto their phones in shops
and then send it via a text message to someone else,
for example, in their village. They can also withdraw
the money at another location using a password,
which in Kenya can be much safer than carrying
cash.
ix
Payments companies like Twitpay, a Twitter-based
social media payments solution, have responded
quickly to the disaster in Japan. Twitpay, joined with
non-profit Citizen Effect in the immediate aftermath of
the Japanese earthquake to raise funds for disaster
relief through the Citizen Effect Japan Earthquake
Relief Fund. ―People are excited about a new and
simple way to make small and immediate donations to
non-profits,‖ said Twitpay‘s General Manager and
EVP, Client Services, John Beisner
x
.
Philanthroper.com is a new idea in the constantly
changing giving industry. The site, similar to well-
known daily deal sites such as Groupon, uses
featured deals to capture customers' attention. The
max daily donation for each user is just $1, passed on
through a one-click payment system. Similar to
Groupon, Philanthroper will send daily emails notifying
users of the new charity and asking for donation. After
users donate, they can share out the site (and their
Digital Value
Creation

2. Digital Value Creation
Prepared by Growth Solutions Group and Monash University
June 2011
2
good deed) through their social networks.
Beyond mobile payments, the mobile phone is
becoming the Swiss Army knife equivalent.
Empowered by the net, it‘s able to do just about
anything necessary in life for survival.
For instance: Researchers at the Massachusetts
Institute of Technology have developed a new way to
identify eye disorders with a Smartphone.
A person's vision problem is identified by the number
of clicks, looking at phone screen. The results can be
sent to an eye doctor to make glasses.
And the question of affordability has already been
addressed, with a program between business and
government in India launching a program to make
mobile phones available at the equivalent of $1 each
and 1 cent per call.
For Not-for-profit organisations, with the
unprecedented affordability and growing network of
mobile technology, the Smartphone would become a
viable addition. This would allow more people living in
developing countries to be able to become
empowered by information technology and online
communication services. Increased ownership of
Smartphones would also improve the way in which
people from all over the world interact and
communicate with the causes and people they are
supporting through Not-for-profit organisations. It will
enable video content to replace or compliment
traditional letter writing as a primary form of
communication. It is in this way that mobile
technologies have the ability to create new forms of
connection between communities in donor countries
with communities in Australia, building on the current
efforts in that space.
Closer to home, mobile payments pose many
opportunities for fund raising, especially to raise more
funds from impulse channels such as events and
face-to-face.
Lastly, digitalised mobile payments could open up the
opportunity for supporters to track where their money
is going in real-time using their mobile phone. Since
every online payment has it‟s own automated receipt
number, Not-for-profit supporters could potentially be
able to track their donations, much like the way you
can track the progress of a parcel delivery through
Australia Post.
2. What can be “cloud based” will be “cloud based”
This increased mobile digital activity will be enabled
by information storage that is increasingly ―cloud‖
based.
Recent privacy hick-ups of Sony Games and Amazon
downtime have dented the trust in outsourcing private
information, however, just as banks have a rating,
these clouds will soon have a reliability rating and gain
further ground.
Google is certainly banking on the development and
has released a new series of cloud-based notebooks
called ‗Chromebooks‘. The laptops will coordinate
tightly with Google's "cloud" online services, and have
almost no capacity to store information. As a result the
hardware is cheap, resists viruses and automatically
updates so it will get faster over time. Chromebooks
for Business & Education allows businesses and
educational institutions to pay Google a monthly fee in
exchange for a supported, updated Chromebook
xi
.
While we are writing this, Apple unveils it‘s I-cloud
taking vertical integration to the next level.
The implication of cloud-based services will be that
people have access to all their data and services all
the time. This will have a big impact on the potential
services offered by for instance medical and
education providers, as well as many other industries
- the music industry once again faces a new challenge.
For Not-for profits this would mean that supporters
have all their charity activities and information at hand.
For example, if they are talking to friends and decide
to ask for sponsorship of their run, they‟ll be able to
quickly pull up the relevant information e.g., last year
kms run, where did the money really go etc.
Another advantage of cloud-based information
storage is that it makes managing and mediating
information much easier. It can allow direct
communication between donor and project, while
being managed and overseen by the organisation.
This means information supplied and shared by the
Not-for-profit community can be direct but still
mediated for convenience and security. This „im-
mediated‟ flow of information would work to define and
facilitate the growth of the world global vision
community.
Most importantly, with supporters engaging through
various means of communication an integrated
experience is key. It needs to be managed as an “eco-
system” where one medium feeds on the other and is
dependent on. For instance, supporters may not be

3. Digital Value Creation
Prepared by Growth Solutions Group and Monash University
June 2011
3
willing to leave credit card details on a mobile phone
and prefer their desktop, but when they have an
opportunity to pay, they can do it on the spot as their
phone application is synced with their desk-top.
3. What can be customised, will be customised
The race to accumulate the most comprehensive
database of individual information has become the
new battleground for search engines, social networks,
and software developers.
Traditional concepts of ―private sphere‖ and ―public
sphere‖ are being redefined.
Why? Because the benefits of digital services (such
as Facebook) outweigh the perceived costs (loss of
privacy).
Among those benefits are customised services. The
most useful and popular apps are the ones that help
people cut through the increasing clutter of the
Internet, e.g., provide buying suggestions that match
user preferences.
In a world of information overload, context is king.
Apps that are aware of the context in which they are
being used will serve up better-filtered information.
This means that if you are on a service like Quora that
understands your interest graph, you are only shown
topics that you care about, sorted in real time. For an
example in the brick-and-mortar world, check out
NikeID and customise your sneakers.
The advertising industry is obviously first in line to
customise messages: Facebook is currently running
tests by using real-time conversations in ad targeting
xii
.
Real-time ads would attempt to target a user based on
what they just said, whether it be a status update, a
wall posting or a comment.
Based on their online activity, the Not-for-profit
organisation can get to know a readers world
concerns, levels of interest and reply with customised
ways for the reader to support the situation or
countries the reader is most concerned about.
From the type of news items selected, it would be
possible to discern whether this particular supporter is
more a “rational”, or more an “emotional” type,
allowing for the right kind of message to be sent to the
supporter. This would be just the beginning of
potential customisation; presence of children can
trigger child education programs, music preferences
can lead to artist endorsements, sports participation to
event participation, etc., etc.
While clearly, philanthropy requires a long term view
and attributing too much control to supporters may
endanger that long term view, the Not-for profit may
be under threat of initiatives that do allow supporters
to donate and be involved on their terms (e.g., Jumo
and mycharitywater).
4. What can be localised, will be localised
By the end of this year, Gartner expects more than
75% of the devices shipped to mature markets to
include GPS
xiii
. This will allow for more information to
be collected about users specific locations and create
opportunities for localising content.
‗Nokia Situations‘ promises to combine location
awareness with a few rules so your phone adjusts
itself to where you are and what you're doing, so for
example it might turn the ringer off if you're in a movie
cinema. That jeans you‘re looking for and have
entered into a wish list, may ―call out‖ when you drive
past a shop that carries the item.
xiv
Layar is a mobile app for discovering information
about the world around you. Using Augmented Reality
(AR) technology, Layar displays digital information
called ―layers‖ into your Smartphone‘s field of vision
xv
.
For example: you point at houses in a street you like
to find out which house is for sale. Layar will provide
address, square meters, asking price, etc.
McDonalds consumers can check in on Foursquare at
any restaurant in the Philadelphia region and send
their check-in to Twitter with a @McDPhilly mention.
For every check-in received, the company will donate
$1 to Ronald McDonald House Charities. In addition
to $1 being donated for every check-in received, each
customer who participates in the mobile social
fundraiser will receive a Be Our Guest coupon for a
free McCafe Shake.
‗The Do Good Channel‘ run by good2gether is a kind
of localized charity directory that allows you to search
charities by type, participation, opportunities. It can
also enables searches that connect current news with
charitable missions. good2gether gives an Internet
‗widget‘ to local TV, radio and newspaper media
outlets. For example, when a story is posted about the
crisis in Darfur, the widget points to local nonprofit
resources that are working on the problem.
Localisation poses great opportunities for Not-for-
profit organisations when supporters are traveling.
Knowing where they are in the world can help
customise offers, extend and deepen the NFP
experience. For example when a supporter lands in a
country, the Not-for-profit organisation could send a

4. Digital Value Creation
Prepared by Growth Solutions Group and Monash University
June 2011
4
„development update‟ on the state of poverty in that
country. This could also include options to donate to
specific projects nearby and suggestions of where
they could go „off the beaten track‟ to see
development in action.
More specifically, when a supporter is traveling past
an area where the Not-for-profit organisation has been
active, information could pop up as alert on their
Smartphone explaining how the organisation has
made a difference in that specific area and give them
an option to make an immediate donation to the cause
or suggest people they could talk to in the immediate
vicinity to hear their story and gain more information.
Paypal and Andoid have apps that discover the
nearest charity, based on your preferences. A top of
the list position will be important. Localization can also
improve the effectiveness of the Not-for-profit‟s events
and face-to-face activities by pre-engaging the
audience that is in the vicinity. Social plug ins that
allow supporters to further amplify the events if they
are “worth it”.
5. What can be interactive, will be interactive
Digital media distribution (Digital radio and Internet
based TV) is challenging conventional broadcasting.
Nearly 20% of all TVs shipped in 2010 featured
Internet TV capabilities. The Internet TV category is
forecast to grow to over 123 million shipments in
2014
xvi
.
The world's best websites are adapting and are now
being perfected for television.
YouTube ‗Leanback‘ is a new interface for YouTube,
to be used on Google TV, while the user ―leans back‖
on their couch
xvii
. This opens up new potential for
organisations to create their own YouTube-based TV
channels filled with interactive and customised content.
Not-for-profit organisations could utilise this
technology to participate in news channels relevant to
development issues and events, where the viewer
could make donations and show support whilst
watching.
For example, a popular news program such as the
7PM Project on Channel Ten could finish the show
with a short story on a specific project run by the Not-
for-profit organisation, whilst the credits are running,
viewers would be presented with the option to press a
button on their remote or Smartphone and make an
immediate, micro-donation to the cause that was just
reported. This principle could also be incorporated into
television advertising.
Another industry that is increasingly becoming
interactive is the video-gaming industry. With a
population that is expected to reach 68.7 million
players by the end of 2012
xviii
, big brands have are
leveraging the platform with integrated ads and offers
as well as games that combine digital and real-world
incentives.
Using Zynga‘s Farmville game it is possible to buy
Farmville credits (using PayPal) and make an instant
donation to Save the Children. In exchange, donors
receive a special virtual present that can be used in
the Farmville game
xix
.
‗GamesThatGive‘ makes custom-branded Facebook
games with charitable twist. Their ‗You Play, We Give‘
campaign for MasterCard donates as much as 10
cents to charity for every minute a person plays the
game. The game gets more than 80% of visits from
returning visitors and, on average, gamers spend 45
minutes on the game page each visit
xx
.
‗CEO2‘ is an online game, which was released by the
UK-based World Wide Fund for Nature to help
companies decrease their carbon footprint. Players
act as CEOs and determine which strategic
investments will help their corporations grow in a low-
carbon economy.
Even billboards and print ads will be digitally
integrated: "There is a lot of physical media out there–
billboards, posters, restaurant menus, building–they
could turn into a doorway for more information," says
Philipp Schloter from Nokia. "This makes the
connection between the digital and the physical
world."
xxi
Nokia Point & Find, is a technology that
allows users to simply point their camera phones at a
banner and get more information on their device.
‗Earthjustice‘ is a nonprofit environmental organization
that has combined the use of Foursquare and direct
marketing via billboards for a unique fundraising
campaign in San Francisco. The idea is to encourage
Bay Area commuters to check-in on Foursquare when
they see Earthjustice ads placed throughout the
region. In return, an Earthjustice donor will donate
$10 for every check-in to save the American Pika – an
endangered animal in the US similar to rabbits and
hares.
For Not-for-profits – and all other companies engaged
in marketing and sales activities – it means that the
traditional boundaries between sales and marketing
are changing. This is especially true for organisations
who‟s product – for supporters - is largely “intangible”
and is defined and consumed through media. The
traditional division: “marketing creates demand” and
sales “converts demand into sales” will disappear, as
everything that creates demand will ultimately have
the opportunity to convert into sales immediately.

5. Digital Value Creation
Prepared by Growth Solutions Group and Monash University
June 2011
5
Sales and marketing will become more integrated
then ever and customer intelligence will take a more
central role in the process. This will also present new
challenges in terms of instead of just calls, DM, face-
to-face and retail interactions, a wide variety of digital
channels will have to be added to the CRM
management system.
6. What can be human, stays human
The use of human intelligence and interaction to
create trust, solve problems and provide service
remains invaluable.
Zappo‘s is the ultimate example of how customer
service – the human factor – drives online success
and is becoming even more important. The call centre
doesn‘t have scripts- a conversation of an hour with a
customer is fine, even if it doesn‘t lead to a sale. All
this is stemming from the vision that, as the face-to-
face interaction of a brick-and-mortar store is missing,
it has to be over compensated in other ways: there is
no replacement for it
xxii
.
The implication for Not-for-profit organisations: the call
centre will certainly not disappear but will work with
more diverse media platforms to communicate
messages. What will be key is to allow supporters to
interact as they please, just as Apple has brick and
mortar stores, chat help services and their genies
who‟s time can be booked in advance. The human
face (including call centre, door-to-door sales, events,
ambassadors) will remain important, and, it will be
even more important to manage that the impression
they leave is consistent with all the other touch-points
at supporters‟ disposal.
Consequently there are 4 key consumer
behaviours empowered by these
technology trends:
1. What can be peer influenced will be
"Advertisers around the world are able to reach
consumers across an increasingly diverse range of
media platforms," David McCallum, Nielsen's global
managing director of customized research, said in a
statement. "Even so, the recommendation of someone
else remains the most trusted source of information
when consumers decide which products and services
to buy."
xxiii
The challenge for brands is to be interesting enough
to be part of the conversation. The metric that has
been added for social marketing is ―connected
experiences‖. This metric reflects the principle that in
social media, the objective of the brand is to earn a
place in a dialogue between two connections.
Mobile phone applications are playing a role in the
charitable giving revolution as well. One of my favorite
charitable apps is the Salvation Army‘s Red Kettle,
powered by Charity Dynamics. This free app enables
individuals who have signed up to raise money via
their Online Red Kettle program, to send messages to
friends and family members to join the campaign.
Innovative programs like this helped the Salvation
Army to a record-breaking fundraising year in 2010,
despite the recession and unemployment concerns
xxiv
.
Ads worth sharing become social currency. In this way,
a Not-for-profit has great ability to become a „news
and experience‟ based organisation, where people are
informed by and experience stories that would not
usually appear on major news channels. A new brand
of „third world news‟ could be created where people
are shown first-hand the confronting intricacies of
poverty. This would provide a calibre of information
that could stir people‟s interest and could stimulate
conversations. The next step from this would be to
provide the tools necessary to amplify this discussion
and let it spread organically.
For a Not-for-profit the opportunity lies in empowering
active supporters and fuelling their passion with
stories to share among their connections.
2. What can be collaborated and co-created, will
be collaborated and co-created
Collaboration and co-creation is one of the most
important trends for organisations and businesses,
empowered by the Internet.
Linux and Wikipedia being the well-known
collaboration examples, and companies like P&G
having firm co-creation goals and practices.
xxv
. new
forms of collaboration evolve everyday.
Groups with a likeminded interest can easily connect
and start working on a common goal.
‗Sparked‘ is an online-only volunteer network that
incorporates crowdsourcing principles to bring
talented individuals together in support of non-profits.
Instead of donating money, you‘re giving time and in-
kind contributions. You provide the site with your
specific skills, such as copywriting or graphic design.
Specify what types of causes interest you such as
environmental or health. You‘ll then start receiving
requests from the site to help non-profits on relevant
projects such as developing copy and designing a
new direct mail piece for a conversation project.
For a Not-for-profit organisation, there is collaborative
opportunity to co-create the experience with
supporters rather than for the supporters, which would
also provide ongoing insights for customer satisfaction.
Potentially, this could even allow for groups to pick

6. Digital Value Creation
Prepared by Growth Solutions Group and Monash University
June 2011
6
their own charitable goal and with the Not-for-profit
providing the platform that enables the vision of the
group to come true. Even though these interest
groups could potentially donate directly to people in
areas of need, the organisation can guarantee that
funds are used well and efficiently. The outcome of
co-creation processes is that it creates supporters
who feel ownership through the collaboration and are
therefore more likely to be passionate advocates.
3. What can be immediate and on demand, should
be immediate and on demand
Consumers now expect immediate response and
immediate delivery. Even though ―slow-trends‖ as in
―slow-food‖ have evolved as an antidote to the fast
paced world of today, things shouldn‘t take any longer
then absolutely necessary and be on demand if they
can.
Ease of payment is a crucial part of this.
Many charities began accepting SMS-carrier
payments during the Haiti Earthquake. The text
donation options were so simple, the Red Cross alone
received over $29 million in SMS donations in 15 days,
in small increments of $10 each.
Another example of this type of demand for
immediacy is shown through the rapid uptake of
mobile applications as a way to fast track conventional
websites. For example, ‗Urban Signals‘ is a New York-
based company whose iPhone app notifies you when
compatible singles are nearby and giving you the
opportunity to meet them right away
xxvi
.
Genuine and effective charitable organisations have a
tremendous opportunity to demonstrate the impact of
their work in a more immediate manner: directly fed by
the field, supporters should be able to see progress
made. This would reinforce feelings of trust and
effectiveness, answering questions such as “Is my
money really going to where it needs to and does it
really make a difference?”
Twitter feeds will provide the organisation with the
most immediate way to provide poverty related news
and with Twitpay, can solicit immediate reactions.
As well as this, the fact that all the information will be
perpetually accessible, on demand and immediate
means that the organisation‟s experience has the
potential to become an integrated part of everyday life,
part of the way supporters think and interact on a daily
basis.
4. What is worth spreading, will be spread
The difference between media consumption and
media production is blurring, coined in the term - the
new ―media produser‖.
Mainstream media are capitalising on the new
phenomena of the ―media produser‖:
CBS News has launched a citizen journalism site
xxvii
,
where users can upload photos and videos directly
from their mobile phone, for everyone to see.
The butterfly effect – a small initiative growing into a
movement - is amplified even further through online
media platforms.
Tom‘s shoes is a good example. Tom (Actually Blake)
started to sell shoes and give away one pair to the
needy for every pair he sells. During its first year in
business, TOMS sold 10,000 pairs of shoes. Blake
returned to Argentina later that year with family and
friends and gave back to the children who had first
inspired him. Thanks to supporters, TOMS gave the
One Millionth pair of new shoes to a child in need in
September 2010. TOMS now gives in over 20
countries and works with charitable partners in the
field who incorporate shoes into their health,
education, hygiene, and community development
programs.
For Not-for-profit organisations, this provides an
opportunity to work closer with mass media to set the
agenda of mediatised issues. The Internet now
provides ways to engage those who are interested the
detail of specific stories, information that is not always
provided by mass media channels. Freed from the
news bulletin format, the Internet has the ability to
transform stories into real experiences.
For Not-for-profits, the competitive landscape will
broaden and the pressures intensify as the entry
barriers for other charitable organisations become
lower.
On the up-side, new digital media technology puts
global change within reach for every individual. Not-
for-profits have a lot to offer in terms of stories,
experience and solutions. Digital new media has the
potential to provide the communicative tissue
necessary to stimulate envisioned widespread, global
change.

7. Digital Value Creation
Prepared by Growth Solutions Group and Monash University
June 2011
7
i
Hect, J. ―Ultrafast fibre optics set new speed
record,‖ New Scientist, Apr. 29, 2011
(http://www.newscientist.com/article/mg2102809
5.500-ultrafast-fibre-optics-set-new-speed-
record.html?DCMP=OTC-rss&nsref=online-
news).
ii
Indo-Asian News Service, ―Unwired world: 5.3
billion mobile phone users by year end,‖ NDTV,
Oct. 21, 2010
(http://www.ndtv.com/article/technology/unwired-
world-5-3-billion-mobile-phone-users-by-year-
end-61295).
iii
Smith, A. ―Mobile Access 2010,‖ Pew Internet
& American Life Project, Jul. 2010
(http://i.zdnet.com/blogs/pew-mobile-study.pdf).
iv
Indo-Asian News Service, ―Unwired world: 5.3
billion mobile phone users by year end,‖ NDTV,
Oct. 21, 2010
(http://www.ndtv.com/article/technology/unwired-
world-5-3-billion-mobile-phone-users-by-year-
end-61295).
v
Swartz, J. ―More marketers to sign on to social
media,‖ USA Today, Aug. 27, 2009
(http://www.usatoday.com/tech/news/2009-08-
27-social-networks-marketers_N.htm).
vi
Marshall, J. ―Smartphones are the PCs of
developing world,‖ New Scientist, Aug. 4, 2007
(http://www.allbusiness.com/consumer-
products/toys-games/15097429-1.html).
vii
―WeTap – New Android Smartphone App
Maps Water Fountains,‖ The Filter Files, May 9,
2011
(http://www.filtersfast.com/blog/index.php/2011/0
5/wetap-new-android-smartphone-app-maps-
water-fountains/).
viii
Kessler, S. ―Bank Lets Customers Pay Friends
By Bumping iPhones,‖ Mashable, Apr. 29, 2011
(http://mashable.com/2011/04/29/ing-direct-
customers-bump/).
ix
Marshall, J. ―Smartphones are the PCs of
developing world,‖ New Scientist, Aug. 4, 2007
(http://www.allbusiness.com/consumer-
products/toys-games/15097429-1.html).
x
Welchert, M. ―Mobile and social payments for
charity- making a difference in Japan,‖ Catalyst
Code, Mar. 17, 2011
(http://www.thecatalystcode.com/theconversatio
n/blog/2011/03/17/mobile-and-social-payments-
for-charity-making-a-difference-in-japan/).
xi
―Google Chromebook,‖ Google
(http://www.google.com/chromebook/#).
xii
Slutsky, I. ―Facebook Test Mines Real-Time
Conversations for Ad Targeting,‖ AdAge, Mar. 23,
2011 (http://adage.com/article/digital/facebook-
test-mines-real-time-conversations-ad-
targeting/149531/).
xiii
Maisto, M. ―IT Management: 10 Mobile Tech
Trends to Watch into 2011,‖ Gartner, Mar. 29,
2010 (http://www.eweek.com/c/a/IT-
Management/10-Mobile-Tech-Trends-to-Watch-
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xiv
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