Cars in the World!
Miles Per Gallon Saving Through “Virtual
Gallons Saved p.a.!
of the Annual Oil Output of
Source on Oil Figures: Merryl Lynch Commodity Research
91% of people have their mobile within
arm’s reach 24/7.!
Morgan Stanley 2007
60% of married people will not
share their mobile with their spouse!!
Wired Magazine 2006
It takes an average of 26 h for a
user to report a lost wallet but
only 68 minutes to report a lost
10% of under-25 year-olds find it OK
to text whilst having sex.!
Retrevo Gadgetology Report, 2010
1. Personal mass media
2. Always carried
3. Always on
4. Built-in billing system
5. Present at the point of creative impulse
6. Accurate audience identification
7. Captures social context
8. Enables augmented reality!
Tomi Ahonen, Mobile as 7th of Mass Media, 2008
Alan Moore + Jonathan MacDonald, The Glittering Allure of the Mobile Society, 2008
Make it awesome
Make it relevant
Make it Mobile
Make it Social
Make it contextual
Make it Engaging