The document discusses how mobile devices are becoming increasingly important. It notes that an assistant account executive, aged 42, had never bothered to learn about mobile. It then provides examples of how different industries like search, content, travel, retail, payments, banking, and social media are becoming mobile. It suggests that by 2012, 50% of Fidelity Investment customer trades will be made via mobile devices. It emphasizes that advertising agencies must embrace mobility in order to remain successful and provide value to clients.

1. “I never bothered to
learn about mobile.”
Assistant Account Executive. Aged 42.
Tuesday, November 15, 11

2. Tuesday, November 15, 11

3. 40,000 12
Tuesday, November 15, 11

4. Everything and everyone
will be mobile
Tuesday, November 15, 11

5. Search will be mobile
Tuesday, November 15, 11

6. Content will be mobile
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7. Travel will be mobile
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8. Retail will be mobile
Tuesday, November 15, 11

9. Retail will be mobile
Tuesday, November 15, 11

10. Payments will be mobile
Tuesday, November 15, 11

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

12. Social media will be mobile
Tuesday, November 15, 11

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

14. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11

15. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11

16. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11

17. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11

18. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11

19. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11

20. GOMO PLAYBOOK
What do advertising agencies have to do?
Tuesday, November 15, 11

21. 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

22. 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

23. Think utility over messages
Tuesday, November 15, 11

24. Consider context over demographic
Tuesday, November 15, 11

25. Change the team and the brief
CW Mobile
AD Social
UX
Tech
Tuesday, November 15, 11

26. Learn from the start ups
gaming dynamics deferred intent inspired sharing
Tuesday, November 15, 11

27. Make your ideas collaborative
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28. Find new sources of inspiration
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29. Tuesday, November 15, 11

30. Think beyond the app
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31. Do it to get it
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32. Take advantage of this site
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33. 100
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34. Percentage of clients
who will insist that their
agencies understand mobile
Tuesday, November 15, 11

35. 0
Tuesday, November 15, 11

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

37. a lot
Tuesday, November 15, 11

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

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

40. Tuesday, November 15, 11