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John Chasey, VP Mobile Marketing

November 2013

The History of Mobile Where we came from, where are we going?

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“Whoever wishes to foresee the future must

consult the past; for human events ever

resemble those of preceding times. This arises

from the fact that they are produced by men

who ever have been, and ever shall be, animated

by the same passions, and thus they necessarily

have the same results.” Machiavelli

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“Those who cannot learn from history are

doomed to repeat it.” George Santayana

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1956

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1956 1973

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1991

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1994

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1997

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1998

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1999

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2000

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2000

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2007

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2008

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2008

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Source: Benedict Evans

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Source: Benedict Evans

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So what lessons can we learn from history?

• Availability

• Installable content trumps mobile web every time

• User expectations - Design for the Form Factor

• Web/Smartphone/Tablet layouts are different for good reason

• Mobile First versus Mobile Last

• Disruptive opportunities for those embracing mobile first

• Incumbents beware

• Dynamic, fast changing environment, easy to be left behind

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Q&A?