Mobile web presentation to American Advertising Federation of Ft. Worth (AAF FW) on February 17, 2010. We discussed mobile trends for advertisers, opportunities to develop and utilize mobile applications and strategically grow your brand through the mobile web.

1. Ed Schipul [email_address] www.schipul.com // w ww.brandtobedet ermined.com http://flickr.com/photos/adwriter/233031265/ In the Palm of Your Hand: The future is Mobile and the future is NOW! Public Relations Association of Mississippi November 10, 2008

2. www.flickr.com/photos/unitednationsdevelopmentprogramme/4275396700 Mobile Matters

4. The Ad Agency’s Toolset: Where things are going

6. Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/

7. It takes ≈ 25 Years for New Technology to Catch On http://www.siliconindia.com/shownews/Clean_tech_takes_years_to_achieve_widespread_use_-nid-64767-cid--sid-15.html

8. Who is your maven? www.flickr.com/photos/tonyjcase/3275840654

9. Technology is great, but it’s all about PEOPLE http://www.flickr.com/photos/libraryman/414960752 Don’t Pre-Excuse Yourself on Tech Don’t let IT build an empire in the back

11. http://blog.nielsen.com/nielsenwire/ Who are you reaching? Nielsen 2010 Fact Sheet

12. But what is the Mobile Web?

13. Not just PC Web on your cell phone Not just iPhones or text messaging Not just the coolest new handheld

14. http://www.flickr.com/photos/andresmartin/2379157808/ http://www.flickr.com/photos/ucumari/2317386162/ http://www.flickr.com/photos/davyrocket/82339986/ http://www.flickr.com/photos/jbuhler/29493344/ http://www.flickr.com/photos/mastrobiggo/2414317157/ http://www.flickr.com/photos/gaetanlee/118885175 It’s how we connect, advertise, ENGAGE 44% of Americans’ time is on-the-go (Forrester Research) Preso for youth group - they do NOT differentiate btw FB/Twitter/IM/text

15. Content vs. Context

16. 2.7 Billion Mobile Phones Where you are really really matters

17. Slide thanks to Houston Chronicle’s David Herrold: http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/

18. Trapster - a Mobile What else do folks do while driving? www.trapster.com

19. Your Web Site and the Mobile Web

20. 1. Do NOTHING! Providing the Mobile experience

21. 2. Simplify, simplify, simplify Providing the Mobile experience www.davidville.com Reduce your images and styling www.happykatie.tumblr.com

22. 3. Use handheld stylesheets Providing the Mobile experience

24. http://www.kayak.com / http://www.kayak.com/moby/ 4. Create a separate Mobile Web site Providing the Mobile experience

25. http://www.flickr.com/photos/toma01/2171010315/ There is an App for WHAT?!?

26. By the end of 2010... 300,000 iPhone applications + 75,000 Google Android applications IDC Market Research

28. Well hello, iPad

30. Make your own app www.appmakr.com Stanford iPhone app dev podcast

31. What about Mobile advertising?

33. Connect with Mobile ad pros www.admob.com

34. Who is using the Mobile Web? www.flickr.com/photos/polvero/3466964233/

36. Companies bring IRL expertise to the Mobile front http://mobile.hallmark.com / www.tide.com www.pizzahut.com $1 M in sales in 3 months www.dunkinrun.com

37. Reach out and help those Mobile consumers www.cellfire.com www.yelp.com www.alice.com

38. Congressman Culberson streams LIVE from his cell www.qik.com/johnculberson

39. American Idol -- other entertainment focused thing? www.flickr.com/photos/billnwmsu/3059441861 Hands on entertainment experience - short codes! http://www.usshortcodes.com / Year American Idol texts 2003 7.5 M 2004 13.4 M 2005 41.5 M 2006 64.5 M 2007 (no report) 2008 78 M 2009 178 M