1. MOBILITY PLANNING.! 5thnger!

2. This is mobility.! 5thnger!

3. This is a mobile phone.! 5thnger!

4. We are expertsin Mobility.! We are experts in Mobility.! 5thnger!

5. Our job is helping brands engage consumers living on the go.! 5thnger!

6. By tapping into context.! 5thnger!

7. Creating ! utility.! They are NOT interested in spam.! 5thnger! 5thnger!

8. Exploiting functionality.! 5thnger!

9. Extending the big id ea.! 5thnger!

10. Or creating it.!

11. Sounds easy, right?! 5thnger!

12. A lot of brands goof it up.! 5thnger!

13. A real understanding of mobility is the key.! 5thnger!

14. So here are a few things worth thinking about.! 5thnger!

15. 1. Mobile users are interested in mobile advertising.! 56% of teens! 37% of adults! Harris Interactive, 2008! www.ickr.com/photo/_yupa_/2857165042! 5thnger!

16. They are NOT interested in spam.! 5thnger!

17. It has to add ! value.! 5thnger!

18. 2. Not all users are created equal.! 5thnger!

19. Endless devices.! 5thnger!

20. For endless places.! 5thnger!

21. 3. Utility means different things to different people.! http://www.ickr.com/photos/phae/2847283320/! 5thnger!

22. Work.! 5thnger!

23. Play.! 5thnger!

24. 4. Just because its mobile! doesnt mean its viral.! 5thnger!

25. The power of mobile marketing rests in the marketing.! Mobile is just the channel.! 5thnger!

26. 4. Designing for the mobile web is similar to the PC, but not the same.! 5thnger!

27. The ability to be anywhere and access the internet adds some new considerations. ! 5thnger!

28. Like Context. ! Where are they?! What are they doing?! How are they getting to the site (web-to-mobile, OOH call-to-action)?! 5thnger!

29. 5. Content is still king, but not king sized.! Is the content short and crisp?! Is it relevant given the context?! Does it add value that other devices/media doesnt?! 5thnger!

30. At the end of the day! 5thnger!

31. Return! Execution! Ideas! Inventive ! Delivery and ! thinking.! accountability.! 5thnger!

32. Its why people prefer this.! 5thnger!

33. And this.! 5thnger!

34. Or how one company found 100,000 ! new subscribers per month.! Source: Sports Business Journal 2008! 5thnger!

35. And how serious change happened.! 5thnger!

36. MORE THAN MESSAGING.! New York Ofce! San Francisco Ofce! +1 646 578 8202! +1 415 294 2040! Sydney Ofce! +61 2 8307 7888! 5thnger!