This document discusses the shift from Mobile 2.0 to Mobile 3.0. It outlines 7 key drivers of Mobile 3.0: 1) wow user experience through gaming elements and reinventing the user interface, 2) reinventing brand experience through augmented reality and mobile proximity marketing, 3) shifting to retail 3.0 with more active mobile empowered shopping, 4) integrating social features into the mobile experience, 5) utilizing electronic wallets and data exhaust, 6) creating a real-time connected mobile enterprise, and 7) fully integrating mobile into the core marketing. An innovator panel will then discuss how they are exploiting mobile in marketing and provide demo examples.