Mobile platforms will continue to grow in importance in 2010. While the iPhone helped spark growth, engagement will now come across many devices. Location-based services will also rise in prominence. Developers need to focus on contextualizing content for multiple platforms and privacy concerns will become more important as social media expands. Proper planning and understanding how to connect with users at different times and places will be key to success in the mobile market in 2010.

1. MOBILE IN 2010@oliverpalmer, TigerSpike Pty Ltd

2. THE HYPE

3. ROADBLOCKS

4. A NEW MARKET

5. TRENDS

6. UTILITY vs. GIMMICK

7. PLANNING IS IMPORTANT

8. ALL ABOUT ENGAGEMENT

9. Applications iPhone is just the beginningThere is no doubt the iPhone was the market catalyst. The iPhone has changed the key metric from ‘reach’ to ‘engagement’Engagement will now be delivered across many platforms.

10. Demonstration Multiple DeviceThe need to contextualise your content and functions “What’s important now is to get the mobile architecture right. Because mobility will be the way you will provision in the future. Fast forward 5-10 years. The answer should always be mobile first.” Eric Schmidt, Google, April 2010

11. L.B.S.Location Based Services will be everywhereUnderstanding how to marry your content and messaging to time and place will be key to delivering increased levels of fulfilment in 2010.

12. That’s Private....... Being trustworthy in the eyes of consumers will become increasingly important Social media will continue to play an important role in shaping the media landscape however many consumers will start to retreat due to concerns about their privacy .

13. SOME NUTS & BOLTS TO CONSIDER Why is Mobile important? FUTURE

14. The World’s Leading Personal Media Company London Dubai New York Sydney Oliver Palmer TigerSpike Pty Ltd oliver@tigerspike.com @oliverpalmer