The deck from my keynote at the Mobile Marketing Association Forum in Sao Paulo in early September

3. Mobile Past Present Future

4. Who cares about the future?

5. Mobile Past Present Future

6. Mobile Past Present Future The decade of mobile

7. “the future is already here. It's just not very evenly distributed”

8. “the future is already here. It's just not very evenly distributed”

9. “the future is already here. It's just not very evenly distributed”

10. Past

11. Mobile to evolve like online? “ OK we need a website ” Millions Online 2000 - 2005 1995 - 1999 2006 - 2009

12. Mobile to evolve like online? “ OK we need a website ” “ We need traffic – lets advertise online ” Millions Online 2000 - 2005 1995 - 1999 2006 - 2009

13. Mobile to evolve like online? “ OK we need a website ” “ We need traffic – lets advertise online ” “ We need to be strategic about online ” Millions Online 2000 - 2005 1995 - 1999 2006 - 2009

14. Its 1999 all over again “ OK we need a website ” “ We need traffic – lets advertise online ” “ We need to be strategic about online ” Millions Online 350m Online 1999 2000 - 2005 1995 - 1999 2006 - 2009

15. Businesses must move fastto reap the benefits “ OK we need a website” “ We need traffic – lets advertise online” “ We need to be strategic about online” Millions Online 350m Smartphones 2009 350m Online 1999 2000 - 2005 1995 - 1999 2006 - 2009

16. If we had known just how big the web would become, how would we have behaved differently?

17. Present

18. “The new rule. Mobile First” Eric Schmidt – CEO Google

19. “…..So yes, you should look at Apple as a mobile device company," Tim Cook – COO Apple

20. Mobile is social Facebook have 150m mobile users & talk of reaching billions

21. Social is mobile “Today around 37% of active users use Twitter on their phones. More than most other web services, but that should be 100%. There should be people using Twitter only on mobile, eventually. Twitter is built for mobile” Evan Williams – CEO Twitter

23. Fixed phone?

24. Fixed web? The mobile web opens up new situations for business to connect with customers

25. However…. Only 8% of Fortune 1000 business have a mobile strategy

26. 2000 -What we need is a viral

27. 2010 - What we need is an iPhone app

28. Future. Now

29. Comscore data shows that mobile is mass market Higher on chart = more female Further to right = older Size of bubbles = # of users Product: MobiLens Data: Three month average ending January 10 Country: UK- N= 15,824

30. “Any sufficiently advanced technology is indistinguishable from magic” Arthur C Clarke

31. Touch

32. Eyes

33. Ears

34. Location

35. Movement

36. Voice

37. Brain? http://www.youtube.com/watch?v=MpjpVAB06O4

39. Dialogue

40. SMS as interface

41. Integrating SMS apps & HTML5 SMS is becoming "the command line for the mobile web” - Fred Wilson

42. addictive ideas Solving Business problems by Solving Customer problems Focused on mobile Integrated with other digital channels

44. “The best way to predict the future is to invent it” Alan Kay

45. “Rapid Ramp of Mobile Internet usage will be a boon to consumers &some companies will likely win big (potentially very big)while many will wonder what just happened” Mary Meeker – Morgan Stanley – April 2010

46. www.addictivemobile.com simon@addictivemobile.com @addictivemobile