The document discusses how mobile is just a tool and not the focus, and that relevance, trust, and connectivity are more important for the future of advertising and business. It argues that the future is about providing value to customers through location-based services, social networks, and understanding individuals based on their behaviors and interests. The document also shows how the web has evolved from top-down websites to more bottom-up and user-driven experiences on mobile devices and through social media.

1. The Future is NOT about
Mobile!
March 28, 2011
Mobile in Business
jo@dearmedia.be
dinsdag 29 maart 2011 1

2. About us...
• Founding Partner of Dear Media
• Active in interactive since 1993 (Dear Media, ONE
Agency, theOriginals, tvAgency, xCA, The
Reference, ...)
• Not a Digital Native
Not a Digital Immigrant, but a Digital Architect
• http://jocaudron.me
(for the personal stuff)
• http://www.linkedin.com/in/jocaudron
(for the boring stuff)
• www.twitter.com/jcaudron
(to get in my stream)
• http://www.facebook.com/jocaudron
(we might even become friends ;-)
• Become fan of Dear Media on
www.facebook.com/dearmedia and get the daily
social media news in your Facebook stream
picture: (c)
Pieter Baert
dinsdag 29 maart 2011 2

3. Yes, we are living in a mobile world
dinsdag 29 maart 2011 3

4. It’s not about Mobile, it’s about
Relevance.
dinsdag 29 maart 2011 4

5. Who cares about cookies, OBA, browser “do not track” features?
The future of advertising and business is about relevance, trust, respect, connectivity utility, instant gratification, conversion, ...
Your device knows where you are Your device knows what you are doing
Location Based Services CRM
(relevant now and here) (relevant for who I am)
any kind of (creative) format
Peer-Pressure and
Brands as Friends
Peer-Guidance
(because you tell me stories
(because I trust my social
and provide me with real
network more than I trust
value)
brands)
It connects to your friends or people with similar Imagine the customer is no longer
interests your enemy
dinsdag 29 maart 2011 5

6. Mobile is just a tool, a logical step
in our (digital) evolution
dinsdag 29 maart 2011 6

7. Semantic Web
Machine-to-machine
Decentralized (machine-driven)
Artificial Intelligence Web 3.0 The Internet of Things
RFID & tagging
Sharing, Tagging, “favoriting” Location Based Services
Content Curation
Bottom-up
Decentralized (user-driven) The Life Web (micro-blogging)
Participative
Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …)
Dynamic & Rich Experiences
Interaction with others
Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, …
time, place and authority
Blogs
Top-down Portals
Centrally owned
Consumption-oriented Web 1.0 Sites
Static information Life Event Structure
Interactive Services
Monolithic Modular Atomic
Closed Open
dinsdag 29 maart 2011 7

8. Semantic Web
Machine-to-machine
Decentralized (machine-driven)
Artificial Intelligence Web 3.0 The Internet of Things
RFID & tagging
Sharing, Tagging, “favoriting” Location Based Services
Content Curation
Bottom-up
Decentralized (user-driven) The Life Web (micro-blogging)
Participative
Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …)
Dynamic & Rich Experiences
Interaction with others
Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, …
time, place and authority
Blogs
Top-down Portals
Centrally owned
Consumption-oriented Web 1.0 Sites
Static information Life Event Structure
Interactive Services
Monolithic Modular Atomic
Closed Open
dinsdag 29 maart 2011 8

9. Semantic Web
Machine-to-machine
Decentralized (machine-driven)
Artificial Intelligence Web 3.0 The Internet of Things
RFID & tagging
Sharing, Tagging, “favoriting” Location Based Services
+Tag
Content Curation
Bottom-up Evolution of Navigation
Decentralized (user-driven) The +Ask (micro-blogging)
Life Web
Participative
Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …)
Dynamic & Rich Experiences
Interaction with others
Anything, Anytime, Anyplace (mobile, …): shift of +Search
Youtube, Flickr, …
time, place and authority
Blogs
Top-down Portals
Browse
Centrally owned
Consumption-oriented Web 1.0 Sites
Static information Life Event Structure
Interactive Services
Monolithic Modular Atomic
Closed Open
dinsdag 29 maart 2011 9

10. In Q4 2010 7,3% of all Tablets are not just “mobile” (like big phones)
PC’s sold globally, Tablets are not just PC’s without a keyboard
where iPads ... Tablets are a new species in the digital evolution
(source: IDC) • Flat Computing
• Media consumption
dinsdag 29 maart 2011 10

11. The Future is NOT about
Mobile!
March 28, 2011
Mobile in Business
jo@dearmedia.be
dinsdag 29 maart 2011 11