– The “selfishness” factor

– Clutter– Fragmentation more than offline– Fast changing– Measurements unclear even so

late in the life stage– Planning still a mystery

• Special projects– Piggie backs– Innovation

Users only want to go where brands have nothing to offer (mall vs. Vodafone store)

Brands will need to create apps or destinations which are equally interesting

Brands will need to create OWN LABEL online products and services

• Anomaly - Johnny Vulcan– brands creating offline product

inspired products for online to compete in the online world

• Tribe of Barbarians– Agencies doing work much closer to

product development

“you can probably expect designers such as Bernett to be working on mobile applications which extend

meaningful brand experiences to the mobile customer...”