The document discusses the evolution of mobile technology, highlighting the explosive growth in mobile subscribers and the increasing complexity of mobile usage beyond just calling. It emphasizes the importance of user experience, personalization, and privacy in mobile applications, as well as trends in advertising and marketing. The future of mobile is predicted to involve augmented reality and omnipresent connectivity, suggesting a shift towards a more integrated ecosystem beyond traditional device functionality.

1. More than a phoneThe mobile revolution. Site, apps, handsets

2. How many did you say? Subs Growth ARPUVHA: 6.895 (+584k) $56Optus: 8.224 (+591) $48Telstra: 10.387 (+681) $50.55 25.506 +1.856 - 7.8% growth in less than 1 yearWireless Broadband:VHA 673 (+133.7%)Optus 799Telstra 1.325 ( +73%)Australian Population: 21.374 Mobile subscribers: 25.506 119% penetration

3. Ubiquitous doesn’t come close…PersonalPervasiveAlways onUniquely anthropomorphized Increasingly first point of call

4. Our mobile behaviourAs a phone, not that much has changedAs a connection device, everything hasSocial connection Business connectionEntertainment connectionInternet connectionPersonal connectionWe need to think about experiences hereIs advertising relevant and right? What is the role of personalisation?What rights do we have to track and monitor behaviour?Privacy will become more of an issue

5. The third (and sometimes fourth) screenMultitasking

6. Connection between/across devicesSemantic machine to machine communicationOn unusual devices:Crowdsourcing traffic from GPS signalsInteraction between smart remotesHome sensing/smart metersConnectivity to the world - everywhere

7. IMHOiPhone changed the mobile landscapeIncreased use of mobile beyond callsApps store proved a business modelSide loading was shown to workControl/non-open nature of Apple is an issueWhat we can learn from thisUser experience has to be the starting pointGood technology should never need a user guideFeatures aren’t the driver, ease of use isMobile is more than a phone – an ecosystem

8. For developersiTunes apps store is crowded nowDiscovery is hard, stickiness is harderThere is a hungry market that wants a go...Different handset, same functionalityThe idea of owning the user (and the data) has to goFreemium models are proven and preferredLet me chose what I pay for (even with attention)Lifestyle first, features secondWhere, when, why – will mobile be used?Social is likely to remain a key driverAdvertising and marketing need to fit into this

9. What next?Augmented Reality (for business and play)Recognizr, Layar, Insqribe, Across Air, JunaiomCommerceContactless payment, RFID, mWalletsSmart remotes for lifeMore than just device managementLifecachingStill/always. In the cloudDeconstructing the deviceWearable, embedded

10. More than a phone Millions of people are discovering the internet on their handheld devices...What world can we build them?