1) Mobile devices now account for 20% of total media time spent, compared to 5% for print media. Smartphones have become the norm, with those not using them seeming out of place. 2) Many brands are failing to provide consistent mobile experiences across websites, social media, email, and apps. To succeed mobile, brands need to understand their audience, get the basics right across platforms, and focus on useful services over flashy technology. 3) Engaging mobile experiences don't require dedicated apps - they can involve creative solutions like turning Instagram photos into menus or putting WiFi on dogs in public spaces. Startups often lead in mobile by gamifying and enabling collaboration rather than