Location provides context for what mobile users need. The mobile web deserves unique functionality, but instead it's just a watered down version of the internet proper. We live in a world of cords and keypads. Every experience, from getting lost to doing laundry, is benefiting from the gadgets that fill our lives. But while everything may be wired, none of it is wired together. The cracks in our daily experiences can be filled with the mobile web. Accessible through our phones, filling us in on the virtual world all around us. I presented this deck at the IA Summit 2009, in Memphis, Tennessee.