Modern MArketing 16 August 2013 Mobileimg01.thedrum.com/s3fs-public/drum_basic_article/... · THE DRUM 16.AUG.13 Mobile Top 50 03 THE DRUM is published by Carnyx Group Limited. The

16 August 2013Modern MArketing

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For years, we’ve been hearing the question, ‘will this be the year of mobile?’

The way it was talked about, one morning we were going to wake up and mobile advertising would suddenly have ‘arrived’.

Along the way, a surprising thing happened. The year of mobile occurred, and many people didn’t even realise it. When we talk to brands and agencies today, the message that we overwhelmingly hear is that mobile is crucial to their objectives, and they are not looking to ‘experiment in mobile’. Mobile is here and advertisers are looking to spend big now.

How did this happen? In my opinion, there were two major reasons:

First, the consumer is king, and people are buying and using mobile devices more than ever. At a certain point, there is just no denying the incredible opportunity for advertisers.

cHEERs To MobilEMobile has irrevocably changed the marketing landscape, and in this special edition of The Drum’s mobile supplement, we highlight those individuals who have succeeded in making the mobile world a better place, leading others in their vision. The Drum Mobile Top 50 celebrates the most influential individuals in mobile marketing. Kicking off is a word from Millennial Media’s Gavin Stirrat.

A word from our sponsorBeyond that, however, I believe that much of the success we’re

seeing today is due to key contributors at certain companies and organisations who have been evangelising mobile for years. Individuals like my contemporaries on The Drum’s Mobile Top 50 list have been championing mobile and making concerted efforts to educate the wider community about the great possibilities in the space.

Thanks to individuals like these, we can move past asking when the ‘year of mobile’ will arrive, and we can shift our focus towards what matters… helping brands engage consumers on the most personal device they own.

Gavin Stirrat, managing director, Millennial Media

www.thedrum.com 16.AUG.13 THE DRUM04 Mobile Top 50

The Drum Mobile Top 50 celebrates the faces of mobile – those who have championed it as a channel and whose

impact has been felt throughout the mobile industry.

meet the mobile influencers

Welcome to a very different edition of The Drum Mobile, where we celebrate

and highlight the most influential individuals in the mobile marketing space.

Mobile is the biggest game changer in the history of the marketing industry. It has changed human interaction and transformed the way brands interact with consumers thanks to the always-on nature of the smartphone. As mobile penetration continues, marketers and brands are adopting a ‘mobile first’ mentality.

In June, eMarketer revealed that mobile advertising spend in the UK has reached nearly £1bn this year, an increase of around 90 per cent year-on-year – highlighting the fact that mobile is coming of age as a marketing channel.

The Drum Mobile Top 50 celebrates the most influential individuals making an impact in this exciting, ever-evolving space.

How did we do it?The Top 50 was decided following an online vote on 100 shortlisted individuals, all recognised for their influence and contribution to the industry.

The result is an interesting mix of individuals from across the mobile spectrum, all with one thing in common: their continued dedication and passion for mobile innovation.

Making it to the number one spot in The Drum Mobile Top 50 is Carl Uminski, co-founder and chief operating officer at Somo. Alongside fellow co-founder Nick Hynes,

Uminski established Somo in 2009 to help brands make sense of the emerging opportunities in mobile marketing and technology.

The independent company now has offices in San Francisco, Los Angeles, New York, Singapore and Berlin, with Uminski splitting his time between the agency’s international offices.

Prior to founding Somo, Carl was co-founder at Overture Europe, the company to pioneer the multi-billion dollar pay-per-click advertising industry into Europe. In 2013 he was

listed by US news website Business Insider as one of the most important people in mobile advertising.

“Carl Uminski has always sharpened the cutting edge of mobile marketing,” said Andrew Buckman, chief operating officer, Tradedoubler.

Making it into second place is Ilicco Elia, head of mobile at LBi. With overall responsibility for product development and innovation, Elia heads the mobile team at LBi, creating mobile strategies for the agency’s portfolio of global brands. Elia is a “true visionary,” said one

peer; “what he does not know about mobile just isn’t worth knowing.”

Third in our list of the most influential individuals in the world of mobile marketing is Ben Scott-Robinson, freelance creative director at SapientNitro. He is described by peers as “an innovator and award-winning mobile designer who also has the strategic skills and business drive to deliver results”.

Google’s director of mobile EMEA Ian Carrington and Weve CEO David Sear make it into fourth and fifth place respectively.


01 Carl Uminski, co-founder and COO, Somo

What is the biggest challenge you’ve overcome in your career?Understanding how differently the Silicon Valley thinks and executes to the rest of the world. Living and working there gave me the insight and experience to grow businesses elsewhere.

What’s the next game changer in mobile?The biggest change on the horizon for me is the development of the connected home. Mobile as we know it today is broadening massively – multiple screens and connected devices are creating a totally different environment where brands need to interact not just with the consumer, but with other technology within the home. Definitely a game changer.

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector?Mobile’s changed every dimension in the marketing communications sectoer. People carry their primary communication channel in their pocket now which means every marketing strategy needs to consider mobile first.

What would you be doing if you weren’t doing this?I’ve always loved technology so if I wasn’t here at Somo I’d probably be in another high tech business somewhere, most likely on the US West Coast.

How do you relax?As an avid supporter of Watford FC (not always a relaxing experience).

Who has inspired you most in your career and why?I’ve long admired Warren Buffett for his brilliant foresight and independent thought. He makes investments that seem like a risk but that are actually based on great strategic thinking. So often he’s proved right when others have doubted him.

Describe your career to date in five words.Disruptive. Growth. International. Fun. Friends.


02 Ilicco Elia, head of mobile, LBiWhat is the biggest

challenge you’ve overcome in your career? I started my career as magazines and books shifted from print publishing to digital production. I then launched Reuters.com, its mobile sites and apps, introduced mobile journalism to sceptical journalists and included bloggers and social media tools when interviewing the prime minister. The biggest challenge is never the technology, it’s the vested interests standing in its way.

What’s the next game changer in mobile? The intersection of native apps and the web, properly implemented. Once you can reliably ‘open an app with a link’ this will make for a more seamless experience. It may not sound like much but it will completely change the way brands can engage with users and will enable them to tie a customer’s journey together, which is the actual end game.

What would you be doing if you weren’t doing this? Like George Michael said: “If I weren’t doing this I’d be a waiter in a Greek family restaurant”.

Who has inspired you most in your career and why? A previous boss, David Silverman at Reuters (now a full time retiree) was one of the cleverest people I know – the father of the Reuters Dealing Platform.

I learnt an enormous amount from

him and some of the ideas he had back in the day in relation to web delivery of content, online engagement and mobile advertising are only just coming to market. He was way ahead of his time and taught me to think of the bigger picture at every opportunity.

Describe your career to date in five words. Fun. Surprising. Long hours. Interesting.

03 Ben Scott-Robinson, freelance creative director,

SapientNitroWhat is the biggest challenge you’ve overcome in your career? Founding an agency in Rome while not speaking Italian. I was lucky enough to be given the chance at the age of 25 to go out to Rome and open a studio for Deepend in 1998. It was massively challenging and painful, but supremely rewarding and a lot of fun.

What’s the next game changer in mobile? The use of data and context to drive ‘soft’ recommendations that accurately fit someone’s taste and style.

I know that this is an area that many claim to be cracking, but the use of data for recommendations to date has been very hit and miss, and doesn’t tend to reflect the customer’s tastes, rather a clunky, aggregated version of what the user might like.

This is too much of a blunt tool for mobile behaviours, which are much more directional and focused than online. If a start-up or brand can

accurately nail recommendations that understands the soft elements of a customer’s taste and style first time, out of the box, then it will have the same impact on the industry as Google had on search.

How do you relax? I sail and play rugby, but most relaxing is when I am playing with my two sons. Only then am I allowed to be a superhero.

04 Ian Carrington, director of mobile EMEA, Google

Ian Carrington is a veteran in advertising with immense experience in digital, and over 12 years specifically in search. Ian is currently the director of mobile and social Google advertising products and strategy, NACE.

Ian started working with Google 10 years ago and was responsible

for designing the structure and operating principles of the UK business which are still in use today in the UK and rest of Europe. Ian lives in his home in London with his wife, his three-year-old son and a chocolate Labrador.

05 David Sear, CEO, Weve2013 marks the 40th

anniversary of the first mobile device. How has mobile changed the marketing communications sector? In all honesty I don’t think we have even got started yet. The tools we have in the online world have just transferred to mobile – but are currently less effective due to poor targeting capability and limited tracking of the outcome. The additional dimensions that mobile offers (location, real-time communication, time and day) are only just beginning to be made possible.

02. Ilicco Elia

05. David Sear07. Daniel Joseph

04. Ian Carrington


“Mobile has changed every dimension in the marketing communications sector.” Carl Uminski, co-founder and COO, Somo

if you do create something good, but don’t care enough to keep improving it, you will get deleted and replaced by someone else who does.

Things like Nike+ and FuelBand are great examples of this, but they’re still the exception rather than the norm.

What is the biggest challenge you’ve overcome in your career? DJ: Launching The App Business fast enough! I had an amazing time spending three years working with Apple and Steve Jobs on the iPhone launch. But Rob (co-founder) and I quickly twigged that the big opportunity wasn’t making ads for the iPhone but apps that could change the way the world works.

Pulling together our business plan wasn’t hard. Deciding to go it on our own wasn’t either. But handing in my notice to a bunch of people that I loved working with and cared about was.

Who has inspired you most in your career and why? RE: My grandparents. Both of them choose careers based on what they wanted to do, worked hard and made a success of them. I’m yet to meet anyone who’s had a more interesting, fun and rewarding life than them.

DJ: Steve Jobs. He taught me that mobile software was going to eat the world. He taught me how to create a process that produces creative products. And he taught me that the only way to get to something great is to say no to pretty much all of your good ideas.

How do you relax? DJ: Disappear to the island of Mull off the west coast of Scotland. No people, no phones, just long walks, whisky, seafood, and my family.

Describe your career to date in five words. DJ: Opportunity meets lots of preparation.

Mobile is the consumer’s first and most important screen and soon it will be for marketeers too.

What would you be doing if you weren’t doing this? Figuring out what to do next, possibly whilst cycling across a continent or two!

Describe your career to date in five words. Fun: the only real incentive.

06 Milton Elias, head of mobile, OMD UK

What is the biggest challenge you’ve overcome in your career? Previously creating a mobile team and product offering for a large media agency from scratch at a time when mobile marketing wasn’t yet seen as important by its clients – it took a lot of persistence and patience but ultimately led to success for that agency and its clients.

What’s the next game changer in mobile? Mobile ads that automatically sync to TV ads – at OMD UK, we have pioneered work in this area by partnering with a major broadcaster to launch the first ad product of this kind last year. A range of UK TV broadcasters are now investing in this type of technology, which will have a major impact on how advertisers engage with TV viewing audiences beyond 15-30 seconds.

Describe your career to date in five words. Challenging, exciting and somewhat unexpected.

07 Rob Evans and Daniel Joseph, co-founders and

directors, The App BusinessWhat’s the next game changer in mobile? RE: Wearables. The mobile computing revolution is really only

just beginning; I think that in a couple of years time we’ll all be wondering how we ever survived with just the smartphone and tablet form factors.

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? RE: I don’t think it’s changed nearly as much as it needs to. I’m a firm believer that the best way to connect businesses with their customers and staff is through useful software products and services.

The highly personal nature of mobile devices and the fact that we can each choose our own set of apps to manage our lives have accelerated the speed at which organisations are adopting this way of thinking. If you don’t create something useful or engaging, you risk being ignored, and

08. William Rusack

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08 William Rusack, mobile director, Carat

What is the biggest challenge you’ve overcome in your career? In 2009 when the recession really hit hard ad spend was being cut, cut and cut again, but I was still expected to go out to a hardened marketing industry and ask for investment in mobile.

To keep myself in a job I realised I had to change my approach and start being adaptive. It was essential I showed a mobile phone could drive value for a brand through cost effective formats, with simple and smart mobile site designs that would drive more response. Ironically the financial industry at the time were the most receptive to it.

What’s the next game changer in mobile? Real-time delivery of mobile ads that map the user by their location and behaviour and then re-target them. Some people will argue that this is already here but I disagree. While it may exist in parts, much more work needs to be done before it can be used to drive real business value for our clients.

Who has inspired you most in your career and why? My grandad – a hardworking man who was smart and very generous.

09 Naveen Tewari, CEO and founder, InMobi

What is the biggest challenge you’ve overcome in your career? One of the major challenges we had in our early years was to get people to believe in the potential of InMobi. Attracting talent and convincing our own employees that we would create something that would be a game changer was one of the toughest challenges for me, because when I said that, I’d often be met with lack of belief as none from India had done so in the past.

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? Mobile devices now permeate every aspect of modern life and have a fundamental impact on the daily lives of consumers and the way everyday tasks are performed. As a result, the marketing communications sector has been totally transformed.

Mobile has become the dominant choice for consumers in accessing information and consuming media and since the explosion of smartphones

marketers have had unprecedented access to consumers anytime, anywhere.

The impact of this is that brands have to be agile and flexible enough to respond to consumer demand. As consumers become more open to this technology, we expect the mobile to continually evolve and transform the marketing landscape as we know it today.

10 Jon Mew, director of mobile and operations,

Internet Advertising Bureau (IAB)2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? Mobile has revolutionised the way consumers interact with media, but it is only just starting to make a real impact on the way businesses communicate. What mobile has done is create marketing opportunities that couldn’t have existed before, with new ways to

target and engage consumers. From location-based ads, to

scanning barcodes, to augmented reality, to NFC, there is a lot of stuff that will make a difference that is only possible because of the penetration of smartphones. The reality though is there is still much to be done because as an industry we are a long way behind consumers.

What would you be doing if you weren’t doing this? To be honest when I was a young child working in mobile marketing was never a dream of mine, it’s an area I just found increasingly interesting and exciting as I went through my career in media and marketing. If I didn’t work in this industry at all I’d like to be a quantum physicist. I think we can all agree that’s not too likely though.

How do you relax? I read The Drum.

Describe your career to date in five words. Pager, brickphone, featurephone, smartphone, bingo.

11 Mark Brennan, head of mobile, Manning Gottlieb OMD

What’s the next game changer in mobile? It’s clichéd but the advent of 4G and the next wave, 5G, will change the way connect with everything and truly allow data and information to become ubiquitous.

Once we have that infrastructure in place we’re going to see crazy growth in areas that we’re just beginning to scratch the surface of – everything from mobile health, tracking your body 24/7 and responding in real time to emergencies, to cloud services, continually tagging and storing on the move. It’s all possible, we just need the bandwidth.

Describe your career to date in five words. Persistently trying to do better.

10. Jon Mew

12. Erfan Djazmi

14. Tamara Roukaerts

“Mobile now permeates every aspect of life and has a fundamental impact on the daily lives of consumers.” Naveen Tewari, CEO, InMobi

15. Simon Andrews 09. Naveen Tewari

Advertising Man’ as a graduate trainee on my first day at Saatchi & Saatchi. It’s stayed on my desk ever since and it’s as relevant and revolutionary today as it was when it was first published in 1963.

15 Simon Andrews, founder, Addictive

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? Mobile has reinvented marketing – but most people dont realise it yet.

Everyone now has, or soon will have, an incredibly smart device in their pocket that is connected to every bit of content in the world. Brands can participate in this world if they solve a problem, but if they don’t solve a problem they will be excluded.

Describe your career to date in five words. Innovation. Imagination. Creativity. Persistence. Luck.

16 Justin Taylor, interaction partner, MEC

What’s the next game changer in mobile? Aligning the locality and relevance of messaging with the locality need state of the consumer. It requires us to understand the users signals past, present and future in order to deliver the most relevant message, experience or service. The challenge we have is that mobile measurement and cross technology connectivity is still very nascent and will not deliver us the results we want to see. We need to take a pragmatic approach and not try to run before we can walk.

The other game changer is how mobile, or more specifically connected devices, are altering our perception of engagement. We are going to see an explosion of connected experiences driven from traditional channels: TV+, Press+ and OOH+. There has never been a more exciting time to be in the media industry.

towards wearable devices like Google Glass, isn’t it? I have no doubt wearable devices have the potential to be a game changer, but I don’t think the technology or the market is sufficiently mature for it to be the next game changer. So instead I’ll opt for the internet of things. With mobile components becoming cheaper, smaller and more powerful, it’s now possible for brands and agencies to think of mobile innovation in terms beyond just apps and revitalise traditional products by adding connectivity.

A great example of this is Heineken’s recent Ignite project. The key challenge, though, will be moving beyond PR stunts and actually commercialising these innovations in a way that adds real value to the customer experience.

Who has inspired you most in your career and why? David Ogilvy. I was given a copy of ‘Confessions of an

12 Erfan Djazmi, head of mobile EMEA, Essence

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? Mobile has made marketing communications more effective. No other media channel has been able to reach the right consumers with the right message at the right time at the level mobile has achieved.

When integrated, It has the ability to enhance effectiveness of other media channels such as TV, outdoor, magazines, radio and desktop, however we are still to see marketers test and adopt this at scale.

I believe mobile has made the most impact on marketing communications across loyalty. An example in case is how mobile has revolutionised Starbucks business through mobile loyalty. Marketers still have to unleash the full potential of mobile for their brands, which will come with full adoption and investment in the space.

Who has inspired you most in your career and why? I am very fortunate to work in an industry fuelled by thought leadership and cutting edge innovation. It’s impossible to choose from the many people that have inspired me along the way.

13 James Chandler, head of mobile, Mindshare UK

What is the biggest challenge you’ve overcome in your career? The biggest ongoing challenge is positioning mobile less as a tactical extension of desktop and more as a connector between media channels, consumer journeys and the ‘real’ and digital worlds.

Another big challenge is trying to identify in such fast-moving industry who the next Snapchats, Pulses and Wazes are going to be.

What would you be doing if you weren’t doing this? I studied Performance Studies & Drama at university and afterwards turned down a place at Central School of Speech & Drama – so it’s likely that I’d be making performances as a practitioner somewhere. My work was specifically based around behaviour as performance, so working in advertising and media watching people perform ‘socially’ still fascinates me.

14 Tamara Roukaerts, founder, TRM&C

What’s the next game changer in mobile? It’s so tempting to point

17. James Connelly


18. Catherine Cherry

How do you relax? Living by the coast means that I can relax down at the beach. There’s nothing better than a morning kayak, with the sun shining and a bit of surf. Even better when the kids come out too!

Describe your career to date in five words. Internet. Media-firsts. Social. Mobile. Connectivity.

17 James Connelly, co-founder and managing director, Fetch

What is the biggest challenge you’ve overcome in your career? In the early days, when we first launched Fetch, I was just 23 and I worried my age would be a challenge. In some respects it was, but that soon changed and now I love being the young guy!

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? It turned it upside down, but only really since 2007,

when Jobs launched the iPhone. That was the beginning of the end of digital marketing as we know it, signalling the beginning of marketing in a digital world, to a connected humanity.

How do you relax? By turning my phone off. Oh, the irony...

18 Catherine Cherry, marketing director, Sony Mobile

Communications2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? Smartphones have fundamentally changed consumer behaviour, for example so that we now expect to get everything we need served to us in the exact moment that we need it. This has created huge opportunities for timely, personalised communications which makes it possible to be more relevant and create higher levels of engagement.

New apps and innovation in mobile

functionality means that consumer behaviour is changing all the time and keeping pace with those developments is a big challenge for marketers.

What would you be doing if you weren’t doing this? I can honestly say that I am struggling with this one. I work for one of the best brands in the world, with an amazing team and in a category that is constantly innovating – there are not many jobs that could match that. If you really pushed me, it would be something in the world of sport as that is one of my passions.

19 Kim de Ruiter, head of mobile and entertainment

partnerships, Cheil WorldwideWhat’s the next game changer in mobile? Swift evolution in hardware has created a world in which the idea of ‘one device’ is becoming (or has become) reality. Mobile and digital strategies are not distinct from one another, and consolidation is happening

at a rapid pace. Mobiles are essentially mini computers that permit us to do anything and everything from making calls and checking emails at a basic level, to controlling our TVs and home security systems, giving presentations and price comparing in real time as we shop.

The next game changer? I think we’ll start to see increasing use of location based services, m-commerce and mobile loyalty schemes that straddle and work in sync with real-world experiences and, increasingly, adoption of phablet/tablet hybrid devices as viable alternatives to laptops.

Describe your career to date in five words. Fascinating, challenging, unexpected, fun, unique.

20 James Hilton, global CEO, M&C Saatchi Mobile

What’s the next game changer in mobile? I believe we as an industry have only just started the mobile journey. With technology continually advancing and mobile bandwidth rapidly increasing, the possibilities are endless.

Yes, we will see a huge growth in areas such as mobile payments and smart glasses, but from experience I think we will see more frequent game changers (as per the launch of the iPhone) and we have to be open and ready to adapt to game changers we have not yet envisaged.

What would you be doing if you weren’t doing this? When I was growing up I always thought I would make a great astronaut!

Who has inspired you most in your career and why? In my graduating ceremony the Dean addressed us all and made it clear that the education was the foundation for the next chapter of our lives. He stressed that we all had the opportunity to pursue the career of our dreams. and would only have ourselves to blame if we did not achieve our individual goals. Throughout my career I have continually reminded myself of this which makes me push myself that little but harder.

Describe your career to date in five words. Hard work, hectic, challenging, rewarding.

21 Thomas Malleschitz, marketing director, Three

Tom joined Three UK in July 2011 as director of marketing. He is responsible for all marketing activities for the operator including brand and

23. Ross Sleight

20. James Hilton


“Mobile advertising is a huge and fast-growing business today, but I believe we’re still at the beginning of the industry.” Russell Buckley, entrepreneur, investor and UK government advisor

where employees do not have desks or landlines, instead ‘hot-desking’ using laptops and clearing work spaces into filing cabinets at the end of each day.

27 Paul Berney, CMO and MD EMEA, Mobile Marketing

AssociationWhat’s the next game changer in mobile? Contextual relevance in everything from the functionality of your device, to the content and advertising you consume on it.

What would you be doing if you weren’t doing this? Is there an alternative? In my dream world, I would be riding my bike somewhere in the sun (racking up Strava segments all the way).

Describe your career to date in five words. (A) triumph of style over substance.

28 Natalie Massenet, founder and executive chairman,

Net-A-Porter Natalie Massenet is the founder and executive chairman of The Net-A-Porter

Every day presents a new challenge to overcome – that’s one of the reasons why I love my role and this business.

Who has inspired you most in your career and why? My dad. He was decent, diligent, hard working, a committed perfectionist but also fun. He took what he did seriously, but never took himself too seriously.

Describe your career to date in five words. A series of happy accidents.

26 Guy Laurence, CEO, Vodafone UK

Guy Laurence joined Vodafone in 2000 as chief marketing officer, becoming CEO in January 2009. Guy started his career in the music business before working in cinema, film, TV and the internet industry. His previous roles include heading up global distribution and marketing for MGM Studios, responsible for Bond films including Goldeneye and Tomorrow Never Dies.

As CEO of Vodafone, Laurence has implemented a change in the office culture at the Vodafone’s UK HQ,

advertising, product, commercial finance and strategy.

Prior to joining Three UK, Tom spent 10 years at Three Austria; the last four as chief marketing officer. His responsibilities in this role included proposition and products, terminals, CRM, commercial programme management and marketing communications.

Tom joined the Three Group from Austria Telecommunication (a joint venture of Nortel Networks and Kapsch, the local telco manufacturer) where he spent four years responsible for product and project management.

22 Mandeep Mason, director of strategy EMEA – mobile and

Windows Advertising, Microsoft2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? It’s a big milestone, and fair to say that mobile has fundamentally changed the communications sector forever, in terms of the opportunity and value it has created. We’re now at the stage where the industry has a solid foundation of knowledge, community and standards to truly drive the agenda forward as part of digital more broadly.

Mobile is one of the most diverse sectors out there and it’s great to see some of the very best examples of creativity and innovation actually coming directly from the communications sector itself, often with successful results and ROI.

As the marketing industry talks more and more about connected experiences, one thing is clear – mobile has now deservedly earned itself a VIP seat in any successful multi-screen communications strategy. Its presence has proven to help brands tell stories that truly connect and resonate with consumers, whilst delivering improved ROI.

As time goes on, mobile could well be the first consideration for more marketers, but there is still some work to be done to truly make mobile a majority marketing medium across more businesses.

What would you be doing if you weren’t doing this? Spend more time in one country for a while and then probably work out how to get back to this again – I love what I do. Being part of the industry is addictive and we are at an exciting stage of the journey so far.

23 Ross Sleight, chief strategy officer, Somo

What is the biggest challenge you’ve overcome in your career? As

I approach 20 years in digital I think there have always been two interlinked challenges. The first has been keeping up with the increasing velocity of people’s adoption of digital platforms and services. The second has been convincing companies that they need to adapt and change to take account of these behaviour shifts.

There’s an inflection point for every sector where digital fundamentally changes existing business models. Calling the timing of these inflection points right and thus convincing companies to invest in change has and will always be my biggest challenge.

How do you relax? By the coast with my gorgeous family, my kindle and wine.

Describe your career to date in five words. Fear regret more than failure.

24 Daniel Rosen, global CEO, Joule Worldwide

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? The short answer is not enough. I think if you were to lock the world’s leading thinkers and scientists in a room for a year and tell them to create the ultimate marketing communications device, they’d come back out with a mobile phone. There has never been a new medium that has the right to change the marketing landscape as profoundly as mobile should.

To quote the great Lady Meeker, with 12 per cent of media time spent and rocketing, sub 3 per cent ad-spend is not the rightful return. We’re still at the very beginning of the journey with mobile.

Who has inspired you most in your career and why? Ajaz Ahmed and Tom Bedecarre (AKQA). They taught me so much – quality, service, innovation, thought. It’s good to be first, it’s better to be good, it’s best to be both.

Lance Stevens, former head of imagineering at Orange, gave me my first break and taught me the possibilities of linking art and science to make great products.

Steve Jobs: the ‘fabled’ year of mobile was the year that the iPhone 3G launched. It changed our industry forever.

25 Russ Lidstone, CEO, Havas Worldwide London

What is the biggest challenge you’ve overcome in your career?

28. Natalie Massenet


22. Mandeep Mason

25. Russ Lidstone24.Dan Rosen

“We have only just started the mobile journey. With technology continually advancing and mobile bandwidth rapidly increasing, the possibilities are endless.” James Hilton, global CEO, M&C Saatchi Mobile

Group Limited whose brands include Net-A-Porter, the world’s premier online luxury fashion retailer for women, The Outnet, and Mr Porter.

Massenet has been honoured with an MBE for services to the fashion industry and ranked 20th in the 2011 Wired 100 – a survey of Britain’s digital power players. She has been named as one of 10 women to watch in Europe by the Wall Street Journal, won Harper’s Bazaar Innovator of the Year award, was listed at number 21 in Vanity Fair’s The 2012 New Establishment List, and received the 2010 Quintessentially Award for Excellence. Massenet took on the role of chairman of the British Fashion Council as of January 2013.

29 Dale Gall, CEO, EMEA, Profero

What is the biggest challenge you’ve overcome in your career? I find the next challenge is normally the biggest challenge. And though these may come in different forms they are always essentially about ensuring you and your team stay relevant and transformative for your clients.

Describe your career to date in five words. Good luck through hard work.

30 Paul Wright, director, EMEA iAd, Apple

Paul Wright, Apple’s new director of EMEA for its mobile ad network iAd, has been in the media for more than two decades, during which time he has founded multiple agencies, helped lead Sky through a key digital transition, and been an important strategic advisor to brands and agencies regarding how to maximise the opportunities digital creates.

Wright’s career began in 1988 in the Sky ad sales team, where he rose quickly through the ranks to the position of head of sales for Sky Interactive.

In 2011 he became chief digital officer at OMD Group UK, and less than a year later was promoted to chief digital officer of Omnicom Media Group – a role held for a year before Apple opened its arms.

31 Olaf Swantee, CEO, EEWhat’s the next

game changer in mobile? 4G is undoubtedly going to change the mobile industry, but it’s also a disruptor

of other industries. 4G opens up the internet of things – wearable technology providing live data updates and smart devices around the home – and enhancing the experience that was already enabled by 3G.

For the mobile industry you could argue that it is an incremental change, as it was expected that new network technology would improve over time. But from a wider perspective, for society as a whole, 4G opens up a whole new world of possibilities.

What would you be doing if you weren’t doing this? Something equally as hectic – I’m not good at sitting still.

Who has inspired you most in your career and why? Not so much for my career, but I hugely admire Ellen McArthur for the grit, determination and courage she showed – traits that are often needed in the business world.

32 Jay Altschuler, director, global media, Unilever

What is the biggest challenge

you’ve overcome in your career? As an American taking on a global role in London I had a few hesitations. I wasn’t sure how I would be received as a person who worked his entire career in New York City. Before my ear got trained it was definitely two nations divided by a common language. That said, I couldn’t be happier to have this global experience. Especially being so connected with the developing and emerging markets where we can help shape the course of the mobile industry.

Who has inspired you most in your career and why? It’s cliché but I have been inspired by the collective innovators of Silicon Valley who reinvented our industry and made something out of nothing at such a young age. Being such a fan of Mad Men, it reminds me of the spirit of the golden age of advertising. People who saw the world differently and invented the blueprint for the next generation to follow.

Describe your career to date in five words. Change is good; embrace it.

32. Jay Altschuler


33 Jonathan Abraham, industry head, mobile, Google

What is the biggest challenge you’ve overcome in your career? Turning AdMob in Europe into a multi-million dollar business and then playing my role in integrating the European team into Google.

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector?It has created new moments that matter that marketers need to understand and win.

Describe your career to date in five words. I have followed my passion.

34 Holly Knill, product design and development, BSkyB

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? It’s now a lot more than talking.

What is the biggest challenge you’ve overcome in your career? Working 14-hour days in 40 degrees without air conditioning. Failing that; the status quo.

What would you be doing if you weren’t doing this? Making wine and watching movies and great TV dramas.

How do you relax? Loudly, off-shore and/or with friends and as often as possible (it keeps me sane).

Describe your career to date in five words. All screens are fair game.

35 Alex Kozloff, head of mobile, IAB

What is the biggest challenge you’ve overcome in your career? As a person who hates being the centre of attention so much that I opted to elope, it has been a massive challenge

to become comfortable talking in front of groups, both small and large day in and day out.

However, presenting and meeting people is such a huge part of working at the IAB I have now grown to even enjoy speaking at conferences, proof that if I can do it, anyone can.

What’s the next game changer in mobile? Sticking to the mantra that only fools and newcomers predict the future, I’m hedging my bets and saying ‘everything’. I think in the very near future mobile technology will be a seamless part of everything we do and own – from our fridges, to cars, to houses, healthcare and perhaps even clothing (not so sure about that one though). Mobile won’t be something we hold and carry around, but a technology that is all around us at all

times – an integral part of our lives, not a luxury.

36 Russell Buckley, entrepreneur, investor and

UK government advisor2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? While mobile has already fundamentally changed the way we communicate on many levels, the real potential affect on marketing still lies in the future. Yes, mobile advertising is a huge and fast-growing business today, but I believe we’re still at the beginning of the industry – not even the end of the beginning.

I think the true power of mobile marketing will become apparent when we use mobile as a way to bridge the

digital and analogue worlds, not just as a way to serve banner ads – successful as those may be.

How do you relax? Extroverts get their energy from being with people, while introverts like me get theirs from being on their own. So, I find me-time relaxing in itself.

Describe your career to date in five words. What’s the next new thing?

37 Gavin Stirrat, EMEA managing director,

Millennial MediaWhat is the biggest challenge you’ve overcome in your career? Opening the European HQ for Millennial Media, the first office we opened outside the US, was incredibly

29. Dale Gall

31. Olaf Swantee

36. Russell Buckley

“Mobile has now earned itself a VIP seat in any multi-screen communications strategy.” Mandeep Mason, Microsoft

37. Gavin Stirrat


challenging but also incredibly rewarding. In any single day, I might find myself working on responsibilities as diverse as selling campaigns, crunching ad stats, interviewing candidates, or viewing properties, and ultimately ensuring that the company was professionally launched in a new market.

What’s the next game changer in mobile? I think we are yet to see NFC properly take off. The consumer has led the way in so many ways when it comes to the adoption of mobile technology, and I believe NFC will become a mass-market tool, but more needs done to get consumers using this tech.

I think this will happen when the opportunity is broader than its current focus on m-commerce solutions. NFC can enable loyalty, convenience and content sharing, amongst many other use-cases. These functionalities will provide huge amounts of insight into consumer behaviour – and may be more readily adopted by the public than a simple substitution of phone for bank card

38 Mark Mason, CEO, Mubaloo

What’s the next game changer in mobile? I think in the next 18 months or so we’re going to see a complete revolution in the mobile payments

market. While NFC might not take off in the way everyone thought, the ability to make transactions via a mobile device is going to be massive.

What would you be doing if you weren’t doing this? I’m always looking for new opportunities. I absolutely love start-ups so if I wasn’t working hard at Mubaloo, I’d like to be helping smaller companies set up.

Who has inspired you most in your career and why? My father has probably been the greatest influence of my business career. He taught me how to treat people, how to be professional and how to run a tight ship.

39 Alasdair Scott, interactive director, Images & Co

What is the biggest challenge you’ve overcome in your career? Being too early to the game. Being bleeding edge is great but involvement with a platform too early before it becomes mass market can be a real pain.

What’s the next game changer in mobile? Without a doubt the next game changer will be a secure mobile commerce platform that allows users to pay for stuff using a combination of their handset along with biometrics. I suspect this will be Apple, either on its own via iTunes (where it has

over 475 million active accounts) or in partnership with financial services groups such as Amex and Visa.

How do you relax? Two kids, two dogs, three horses and a wife - what’s this “relax” thing?! I tend to relax via aeroplane – either a long-haul flight with all the gadgets turned off (just me, an Iain Banks novel and a Bloody Mary) or jumping out of a light aircraft (with a parachute, of course).

Describe your career to date in five words. Random. Exciting. Digital. Global. Cyclical.

40 Andrew Coughlin, head of mobile UK and Ireland, LG

Electronics2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? Mobility offers such accurate user data (with consumer consent) that commercial offers can be personalised and made much more relevant. This brings cost efficiencies that can be passed back to the consumer thus offering great value but with a lower cost of sale so all can benefit.

Who has inspired you most in your career and why? Sir Charles Dunstone. I had the pleasure of working with Carphone Warehouse in its formative years and worked closely with Sir

Charles so I experienced his great passion for placing the customer first in all things and ensuring customer delight, not simply satisfaction. A real visionary who built a giant business from humble beginnings and brought great value and choice to our industry before anyone else.

41 Sean Patterson, co-founder and director, We

Are Ignition2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? I can’t speak for the early days, but today’s campaigns are certainly becoming a lot more integrated and sophisticated thanks to mobile. When a brief comes in, we love working out ways in which we can fully exploit the capabilities of mobile in the context of the brief. Interestingly, more and more briefs are starting to focus primarily on mobile rather than it being an add-on to an above-the-line campaign.

What is the biggest challenge you’ve overcome in your career? Trying to find the right work/life balance, especially with young children. I haven’t totally cracked it as I still work long hours, but at least many of them are now from home rather than the office.Describe your career to date in five words. Sleepless, embryonic, exciting, evolving, varied.

41. Sean Patterson


42 Ryan Hall, managing director, Nice Agency

What’s the next game changer in mobile? It’s such an exciting time to be in mobile as the industry continues to grow at a phenomenal rate. While it’ll be interesting to see where the next phase of wearable tech, notably Google Glass, takes us, we’re particularly excited about the development of iOS 7 in the car and the opportunity brands will have to seamlessly connect with a captive audience on the road.

Who has inspired you most in your career and why? David Ogilvy has been an inspirational figure in communications and bringing brands to life. He was certainly a visionary who believed in thinking differently, not afraid to do the opposite of everyone else to create stand-out campaigns for brands. When your name is synonymous with an industry, you must have done something right.

43 Caroline van den Bergh, head of business

development UK, Golden GekkoWhat is the biggest challenge you’ve overcome in your career? Getting people to believe mobile is here to stay. At the start of my career, 12 years ago, it was all about whether mobile had the longevity. These days, it’s less convincing that mobile is required but the challenge is having to demonstrate the types of investment required to create a long lasting value via mobile.

What’s the next game changer in mobile? Less mobile first and more mobile only, wearable devices, apps interacting with hardware.

How do you relax? Spending time with my husband, friends and family. I love travelling and my two expensive passions are scuba diving and skiing. But my main way to relax is playing in my garden and getting at one with nature.

44 Lewis Clayton, product manager, London

Underground WiFi, Virgin MediaWhat is the biggest challenge you’ve overcome in your career? After four years working on the London 2012 Olympic Games (including managing the Aquatic Centre and Water Polo Arena) on behalf of my previous employer, picking myself up afterwards and getting excited about a new


challenge! Many people spend their lives going from one Games to the next – it’s such an amazing experience.

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? It’s allowed for far more relevant marketing by leveraging location and contextual data.

What would you be doing if you weren’t doing this? I’m obsessed with food, so probably bankrupting myself by opening up a disastrous poutine and tequila pop-up restaurant.

Describe your career to date in five words. A series of fortunate accidents.

45 Gregor Isbister, CEO and founder, BlisMedia

What’s the next game changer in mobile? Little by little mobile encapsulates more and more of our daily functions; so far it’s been little things that we’ve not really noticed, such as improving camera features which has led to us not needing a separate camera.

One area I think will become massive is health – and consumers will really notice the benefits that their mobile can offer; connected low energy peripherals such as heart rate monitors could save lives by detecting potentially life-changing events.

What would you be doing if you weren’t doing this? I’m a gadget person so I imagine I’d either be happily working on something that involved developing new tech, or

unhappily working somewhere that didn’t!

How do you relax? I’ve got small children so there’s not much chance of relaxing – all good fun though!

46 Jason Spero, head of global mobile sales and

strategy, GoogleJason Spero is responsible for the global priorities and overall commercial strategy for Google’s mobile offerings including Search, GDN, AdMob, YouTube and DoubleClick Platforms. He joined Google in May 2010 as part of the company’s acquisition of AdMob where he was VP and general manager of North America responsible for strategy and operations. In this role, he also led the company’s sales, business development and marketing teams.

45. Gregor Isbister

“More and more briefs are starting to focus primarily on mobile rather than it being an add-on to an above-the-line campaign.” Sean Patterson, co-founder and director, We Are Ignition

47 Ramy Yared, co-founder and managing director,

Adsmobi What’s the next game changer in mobile? Mobile RTB and the integration of campaigns across channels.

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? It has created a more personalised point of contact between brands and users. This communication is now based around everyday tasks and events that users go through and the ability to deliver a message when it adds value most to both the brand and the user.

What would you be doing if you weren’t doing this? I like building things so probably I’d be an architect.

48 Victor Malachard, CEO, Adfonic

2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? Mobile enables marketeers to engage with their target audiences on what is without doubt the most personal

device we own. Mobile now offers marketeers more reach, engagement, targeting and measurability than any other medium.

How do you relax? By spending time with my wife and two daughters and when they allow it, playing golf at Sunningdale.

Who has inspired you most in your career and why? Probably my father-in-law, Sir Dominic Cadbury. He has always had an incredible work ethic and has remained extremely humble, approachable and grounded throughout a very successful and rewarding career.

49 Mark Waechter, mobile strategy consultant,

MWC.mobi2013 marks the 40th anniversary of the first mobile device. How has mobile changed the marketing communications sector? Mobile empowered manufacturers and retailers to establish a real one-to-one connection to the target group – the most powerful, and at the same time, intimate relationship a brand can create right in the palm of the consumer’s hand! Beside being a marketing channel and media on its


own, mobile has developed into the super-connecting glue for every mean in the marketing mix.

What is the biggest challenge you’ve overcome in your career? Moving successfully from the safe harbour of a corporate career to the wilderness of entrepreneurship.

Describe your career to date in five words. Brand guy, mobile media strategist.

50 Ronan Dunne, CEO, Telefonica UK (O2)

What is the biggest challenge you’ve overcome in your career? O2 faced its biggest reputational challenge in its history last year following two network outages in as many months, presenting me with the biggest challenge of my career. The key for me was to ensure we stood up, apologised and kept our customers informed at every opportunity. Whether that was in stores, through the media or on social media, I wanted to demonstrate that we were being open and honest at every opportunity. I’m proud to say that through clear and regular communication we have been able

to overcome and restore trust with our customers.

What’s the next game changer in mobile? The beauty of the telecoms and technology sector is that you never quite know what is around the corner. Right now, I’m excited by the true 4G opportunity, which I don’t think has been capitalised on yet. When the UK sees truly universal rollout of 4G, the impact will be transformational – providing anytime, anywhere, high speed connectivity. This opens the door for true revolution in how consumers and businesses behave and engage on almost every level.

Who has inspired you most in your career and why? Although often discussed, it’s very hard to look beyond Steve Jobs as an inspiration for me. His strive for perfection in his products and desire to create a great experience for customers is something that truly inspires me at work every single day. On a personal level, it’s definitely my dad!

Describe your career to date in five words. Always putting the customer first.

44. Lewis Clayton 50. Ronan Dunne

48. Victor Malachard

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6 MOBILE TRENDS NOT TO BE IGNOREDT

he meteoric adoption of mobile over the last fi ve years has fundamentally changed the way marketers need to engage with their audiences. Every interaction on the customer

journey has been disrupted and enhanced by the different behaviours and contexts of mobile usage, yet we still see marketers trying to port desktop experiences to these platforms rather than thinking mobile fi rst. Here are our six biggest mobile trends that marketers need to understand and embrace to successfully win consumers’ hearts and wallets.

1. TREAT TABLETS AS A SEPARATE MOBILE PLATFORMWith 25% of UK adults now owning a tablet, these platforms are fast becoming the device of choice for entertainment and shopping. They are also being used in different contexts to mobile, with customers leaning back, relaxing and engaging with content, often video based, for longer periods of time. Because the usage and behaviour is different, it is vital that tablets are treated as a separate platform to smartphones and not all lumped into a “mobile” bucket.

Tablet ownership will continue to grow, and with the smaller 7” form factor and lower prices of Android based tablets we expect Christmas 2013 to dramatically increase penetration. Marketers need to address the associated characteristics and behaviours of different tablet usage in order to effectively engage this growing audience.

2. TV AND MOBILE DUAL SCREEN ACTIVATIONToday’s users are “super-connected,” meaning they have a connected device with them at all times. 37% of EU adults are now super connected and this is expected to increase by 50% by the end of the year.

Super-connected users are changing the way consumers interact with brands, and one of these changes is that consumers now watch television and surf their smartphone or tablet simultaneously - a practice referred to as dual-screening.

We know TV advertising is radically more powerful when combined with mobile device marketing. Marketers need to sync ads across their TV, smartphone and tablet activity in order to deepen brand engagement and increase performance marketing thereby generating greater return on marketing investment.

3. MOBILE DRIVES SHOPPER MARKETINGMobile bridges the physical and digital worlds and nowhere is this more apparent than watching customers turn to their mobile in a physical store to fi nd out more information, check for a promotion or look for reviews or friends opinions. Mobile is driving a new age of shopper marketing either through augmenting traditional marketing such as press, posters or brochures, or enhancing the customer in-store experience, all driven by numerous mobile triggers ranging from QR to NFC, image recognition to augmented reality and high frequency audio triggers through to low energy Bluetooth beacons. Any brand with a physical presence needs to concentrate on linking and augmenting this experience with mobile to provide added value to consumers.

4. UNDERSTANDING HOW CUSTOMERS SHOP CROSS PLATFORMIn 2013 we need to destroy platform silos and embrace a multichannel world. The most important step here is to understand how customers move between mobile, desktop, tablet and stores during the purchase cycle. We’ve seen instances where a majority of users search on smartphones and place an item in a mobile basket

but end up buying on desktop. Tracking and attributing marketing to a sale will be crucial to showing in depth, cross platform ROI.

5. SOCIAL IS MOBILESocial media will continue to play a pivotal role on mobile – both with the established social networks like Facebook and Twitter seeing the majority of their access via mobile, as well as the rise of the new mobile only social networks such as Snapchat, WeChat, Vine and Line. Consumers will continue to embrace the creation and sharing of rich content, especially photo and video through mobile. 24% of US online adults upload pictures and videos to the internet via their mobile, fuelling the success of these mobile only social networks. As these social networks begin to monetise, marketers will need to balance their owned and paid media strategies to maximise their return from engaging across social platforms.

6. MOBILE IS WEARABLEWe are entering a new paradigm in wearable tech. For the fi rst time, we are seeing technology and fashion come together to create intelligent products to be placed around our bodies. Whilst the hardware is undoubtedly new, the software and services are driven directly from our experiences on mobile devices. Google released a prototype of Glass earlier this year, but expect to see ‘smart’ watches, bracelets and glasses become mainstream devices in the next 18 months, contextually and personally aware, delivering curated services to owners.

As the above trends show, mobile changes everything. This is why we believe you need a mobile specialist to help you navigate the high velocity changes to every part of your customer journey. Somo, the world’s largest independent, full-service mobile solutions company, exists to help you win in mobile; from strategy and innovation consultancy, mobile media planning and buying, design and build of apps and sites to mobile tracking.

Carl Uminski, Co-founder & Chief Operating Offi cer, SomoThe Drum’s most infl uential person in mobile

www.thedrum.com 16.AUG.13 THE DRUM20 Knowledge Bank

Mobile and enterprise

productivity

GOLDEN GEKKOT - +34 930 013 261E- [email protected]

W - www.goldengekko.comBlog - www.mobilemarketinguniverse.com

In the past, improving personal productivity involved attending courses, reading books and practicing a task over and over again until you could change your behaviour. For

some people this worked, but for most there was no change in behaviour since it required on-going practice. Enterprise productivity initiatives through IT tend to perform even worse. Over the past 20 years businesses have been deploying productivity applications and services that are generally poorly designed, boring, difficult to use and, unfortunately, don’t deliver any measurable improvements.

However, this is rapidly changing with the growing presence of smartphone and tablet apps in enterprise. One of the greatest success factors behind iPhone and iPad (and most Apple products) is that the hardware and software is beautiful and easy to use. Thanks to Apple’s slick user interface (UI) and strict quality assurance requirements both consumer and enterprise apps have vastly improved and become more fun to use.

Don’t reinvent the wheel or spend months on RFPs if there are tools and services that can fulfil your needs out-of-the-box. There are over

Mass adoption of smartphone and tablet apps combined with slick user interfaces are delivering measurable improvements in

enterprise productivity argues Golden Gekko’s Magnus Jern.


Magnus JernCEO and Founder, Golden Gekko

900,000 apps in both Apple’s Appstore and Google Play; Apple alone offers 62,659 business apps.

A few examples of single function apps that can be implemented today are business card scanners, photos of white boards with notes, video recordings, cloud storage and document repository and expense reports.

Newer apps and Software-as-a-Service (SaaS) tools are reaping the benefit of high adoption and usage by focusing on ease of use, and being good to look at. Your employees are used to playing with great looking consumer apps on their smartphone or tablet, so why should business apps be any different?

With employees bringing their own devices to work and filling apps with corporate content it’s more difficult to impose strict rules on the use of th i rd party services in the offices. 73 per cent of employees say they access sensitive corporate data on their smartphones. This being said, our recommendation is to agree on a set of apps/tools to be used, create a place where all approved and recommended tools can be found, and clearly communicate usage and password

policies. Ensure that it can be updated over time, and provide rules and guidelines to ensure that all data storage is consolidated to a few locations.

It is also important to have an open forum and feedback channel where employees can suggest new tools and best practices. This will make your employees feel involved, responsible and engaged – also they will be much more likely to adopt and use the chosen apps and tools.

Measuring productivity increases and ROI is always difficult. One way to tackle measurement is to provide a simple business template for new tools that are being tested and measure the actual results versus the business case on a small scale. The critical points the need to be reviewed when measuring rewards are cost savings and incremental revenue.

The challenge of working with various single service apps and tools in isolation is that it becomes difficult to achieve economies of scale, and that the organisation of information can become fragmented. When an employee leaves or changes role no one will be sure of what to do, and data may not be as secure.

Over time you might want to evaluate how

the tools can be consolidated into one simpler experience to make an even bigger impact for the organization. There are several great solutions such as Meetr, MobileWorxs and Syclo with flexible functionality that allow you to get started quickly, with minimum integration including work flows, scheduling, document repository, data capture, internal communication and more.

In many cases there is not one readymade product that will fit your needs, so you may need to build or adapt your own solution. If that is the case you can still achieve quick wins by choosing a solution that has the flexibility plug-in with th i rd party services via APIs. Alternatively, you can find an external supplier with experience of planning, developing, and deploying mobile enterprise solutions to consolidate the services and great user experience you need into one customised enterprise app.

Choose and

build tools that

are beautiful

and fun to use


THE PAST INFORMS THE MOBILE FUTUREM

obile is the fastest growing technology in history.

eMarketer forecasts that there are 950 million consumers using

smartphones around the world, and by 2015, that number will double.

As we witness this rapid growth, it’s easy to forget how far we’ve come in such a short amount of time. Less than ten years ago, there were no app stores, no tablets and the iPod Classic was the only mobile device from Apple.

The mobile industry is growing and evolving at such a rapid pace, trying to predict the next disruptive change can often be a daunting effort, yet with that said, looking at broad themes from the past decade provides a helpful glimpse into what is coming up.

1) Mobile will remain globalMobile is inherently global. App stores don’t restrict access to certain locations, and a company in Manchester can create an app that one week later will be played all over Brazil and India.

Different regions of the world use their devices differently, and this will most likely continue over time. In some countries, mobile is a complementary channel that is great for multi-tasking in the living room, while in other countries, a mobile phone may be the only screen available, and is an essential tool for staying connected to the world.

No matter how mobile devices are used, they are almost always playing an important role in day-to-day life, and going forward, it will be crucial to think globally when building a business in mobile.

2) Don’t count on one operating system to remain dominant foreverOver the last decade, it seems that every few years brings a massive shift in terms of the dominant mobile operating system. From the Palm Treo OS, to RIM, to iOS, to the rise of Android, the landscape has expanded and evolved at an amazing pace.

It remains to be seen whether the next shift will be led by a major technology company like Facebook or Amazon, or if it will be a company we’ve never heard of who bursts on the scene like RIM did. Another change will happen though, and any company who is too tied to one particular OS may feel the consequences.

Our clients recognise that their target audience uses a variety of different devices, on different operating systems. Unless they are driving downloads for a specifi c app, on a specifi c OS, their mobile ad campaigns are most effective when they target the consumer fi rst, not the device or OS.

3) There will be new game-changing devicesThe fi rst iPhone was released in 2007, and the fi rst iPad was introduced in 2010. Both of these changed the mobile landscape as we know it, and essentially created entirely new product categories.

In fi ve years, could people think of Google Glass the same way we now think of the fi rst BlackBerry or iPhone? It seems very possible to me.

The common denominator – like the one that connects today’s tablets and mobile phones – is that future “connected devices” will most likely be built upon mobile operating systems. This not only enables brands to reach consumers with ads across a variety of different devices, but will help unlock data that will allow advertisers to target relevant ads to their target audiences.

4) Apps will remain the lynchpin of the mobile ecosystemMany of these predictions are about large changes I’m expecting to see, but in some cases, things will simply stay the way they are today, and I believe this will be the case with the role apps play in the mobile ecosystem.

The introduction of apps helped change mobile

devices from communication machines to devices that touch our day-to-day lives in endless ways. Apps allow us to entertain ourselves, communicate, gather information, and generally interact with the people and world around us in a manner not possible before.

No matter what new devices and operating systems are introduced in the coming years (mobile toasters?), there is no doubt in my mind that apps will play a key role.

5) There will be advertising opportunities in mobile that we are not thinking about todayWhen brands fi rst started advertising on mobile, the main appeal was the ability to reach consumers nearly 24 hours a day on the most personal device they own. Today, that is still a key selling point, but mobile advertising has grown leaps and bounds beyond that.

Brands are now able to target specifi c audiences with more accuracy than ever before, and are presenting consumers with rich media and video experiences that would have simply seemed impossible a few years ago.

This is a relatively easy prediction to make, but the next great thing in mobile advertising hasn’t even been thought of yet, and that is incredibly exciting for marketers.

MILLENNIAL MEDIAT - +44(0) 20 7151 3320E- [email protected]

W - www.millennialmedia.com- @millennialmedia

Gavin StirratManaging Director EMEAMillennial Media

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The benefi ts of membership

Accessto MMA products, data, initiatives, & networking to help you make better decisions

Leadershipof committees, councils and boards

to keep your company at the forefront of industry

Infl uenceto shape the future of the industry

Networkingvia MMA initiatives and events help support members to fi nd business

partners and customers

Promotionof member products, services and solutions to raise awareness, generate more leads and business for your company

Effi ciencyand operational excellence through

the development of guidelines and best practice to reduce the

friction and help make it easier for buyers and sellers alike

Advanced Insightvia MMA products, data, initiatives and research; helping members build your understanding of the marketplace and

make better business decisions

MMAMembership

Documents

Modern MArketing 16 August 2013 Mobileimg01.thedrum.com/s3fs-public/drum_basic_article/... · THE DRUM 16.AUG.13 Mobile Top 50 03 THE DRUM is published by Carnyx Group Limited. The