The following Post is written by Freddy May, Founder and CEO, Application Craft

Freddy is our Surprise Startup, selected from among a dozen who applied.  He will be interviewed by Michel Wendell, Partner, Nexit Ventures

The views in this Blog reflect the private views of the Author.   Come Join Us on September 11th and learn more!

At Application Craft, we believe that mobile application development should be available to developers of all skill levels, not just those who are capable of native or advanced HTML5+CSS+JS development.

However, there are two things that are needed to achieve this:

1. Get all development into the cloud and the browser – not just the code repository but UI design, coding, debugging. This removes the need to make technology stack choices and configurations.
2. Kill all unnecessary complexity in the development process.

Let’s go back ten or fifteen years. The life of a developer – whether it be a rank amateur or a professional – was pretty sweet. There were virtually no web apps, certainly no mobile apps, and clouds were white, fluffy and in the sky. During this time, over 70 percent of all business applications were written in Visual Basic. Six million developers were in the Visual Basic community and Microsoft generated a billion dollars of revenue in its peak year. This product was so successful because it was great for novices yet powerful enough that a huge number of software companies used VB as their primary development tool. And almost every enterprise that wrote in-house applications used Visual Basic as the standard. We created Application Craft with a lot of this in mind.

After Visual Basic was killed off more than a decade ago, nothing ever really replaced it. The development landscape went from relative simplicity to real complexity, especially when it comes to mobile development.  What we have now are solutions that are either much too simple for anything other than basic content, or they are suitable only for the most experienced app developers. As a result there is a big gap in the development marketplace.

I am speaking at Mobile 2.0 to introduce Application Craft and discuss how we will fill this gap. I created Application Craft in 2010 to simplify the development process. Our mantra is: “Kill Unnecessary Complexity.”  We are the only platform that can give beginning developers a simple and intuitive environment, but also advanced tools that will satisfy the professional.  Using Application Craft, developers of all skill levels can build and deploy web, native-hybrid mobile, tablet, and desktop apps faster and more cost effectively than any other available solution.

We are excited to be presenting our vision and our platform at Mobile 2.0 on September 11 and hope to show you how we will become a major player in the mobile app development arena.

The following Post is written by John Boyd, Co-Founder, ShopSavvy

John is one of our subject matter experts for the afternoon “Mobile and Social Payments” workshop. 

The views in this Blog reflect the private views of the Author.   Come Join Us on September 11th and learn more!

With smartphones in the hands of so many consumers, retailing is on the cusp more change in the next three years than it’s seen in the last 30. And while mobile shopping certainly has caught the interest of retailers, some are not sure yet how to use it to actually make shopping a better experience. Others invest resources without any thought to the value proposition to the consumer.

Wallet is a great example of this. To large retail and financial players, wallet is one of the next new frontiers with large portions of their organization and resources pouring into this strategic space.  However, the basis for any of this should be the value proposition to the consumer. How will your solution actually improve the shopping experience for the consumer? How do you restore a sense of wonder when you walk into the store?

Walking into a store these days one is usually presented with one price, very little negotiation and a very linear decision-making process about where and what to buy.  At ShopSavvy, we believe that through mobile technology shopping can return to the days of the Turkish bazaar with a unique shopping experience that’s fun as well as valuable. It’s clear that mobile provides an unprecedented opportunity for brands, retailers and shoppers to connect with one another. With it marketers can create more targeted, real-time conversations with consumers as they explore products and brands in the retail environment.

Retailers initially fought technology as information flowed from desktop computers into smartphones. Savvy consumers with that power in their hands were considered the enemy rather an opportunity for outreach.  Now retailers understand they need to use this technology to a competitive advantage, and they are doing this to some extent with “minute by minute” pricing in the online environment. But there are many other ways they can make the local store environment dynamic.

Using Community to Help Consumers

Some retailers and mobile startups have large networks of millions of users that can be used to help the user base make better shopping decisions.  No question, social networks are popular tools, and they can enhance audience exposure. But far too often they’re used to amplify uninteresting messages with disappointing results. Since mobile devices are always with us, they can be used to capture consumers’ relationships with products in real time, which can often lead to more powerful engagement with the brand or product.  It’s an area of great opportunity.

Consumers are ready – just look at how they’ve grown increasingly comfortable using their phones to perform any number of financial transactions. One in ten Americans has used a cell phone to make a charitable contribution by text message. More than a third of smartphone owners have used their phones to do online banking. And nearly 40 percent of owners have used their smartphones to make a purchase.

Opportunities in mobile are just beginning

With all this change it’s not surprising that retail marketing is in transition. A lot of concepts and rules from the Web 1.0 world still linger as legacy issues and slow the transition of the more immediate and tactile experiences that mobile can offer. But the opportunities inside of mobile shopping are only just beginning, and it’s up to leading innovators inside of mobile as well as retail to seize on these opportunities.

Using mobile as a lever, we can create fun and engaging in-store experiences with products and brands. We really can take shopping back to the time of the Turkish bazaar, with boisterous, engaging and targeted conversations occurring among shoppers, brands and retailers. No more linear shopping experience; walking into a store will bring a sense of discovery and surprise.

The following Post is written by Jamie Barnett, Senior Director, Product Marketing, Zenprise

Jamie is one of our subject matter experts for the afternoon “Mobile Enterprise/Consumerizaton of IT” workshop. 

The views in this Blog reflect the private views of the Author.   Come Join Us on September 11th and learn more!

Eight Carrots 

The most oft-asked question from BYOD customers these days is, “How do I sell it to my users?” Many of the mobile device management vendors talk about how insecure BYOD is and how organizations should lock mobile devices within an inch of their lives. This all-stick-no-carrot approach is secure and compliant, but there’s one problem: It stinks!

Like in my former company, where employees used to bypass the godawful mobile email security solution we had by forwarding email to Gmail, users will find a way around if the security doesn’t let them get their jobs done.

My advice: Put as much thought into delighting users as you do into mobile security.

Yes, it’s a good idea to protect your sensitive data and your network from mobile threats. But you can do that AND have your users think you rock because you just made their lives better with MDM. Here are eight carrots – all ideas from Zenprise customers on how they enabled BYOD, got users to buy into MDM, and became IT superheroes (cape and all).

1. Made the policy super short and really simple. An electric supply distributor made the policy short and sweet. Users got it. Done.
2. Asked users to be part of the solution. A food distributor educated users about why mobile devices are sometimes risky and the intent behind the policies. Users are part of the solution.
3. Gave users something for their trouble. A sports apparel company created an app that helps users find other employees and conference rooms in the company buildings. Users consider the app a “must-have” and consider MDM a small price to pay to have it.
4. Gave users a say. A government contractor custom-develops dozens of apps and has users vote them up or down. This helps IT decide which apps to invest in and which to dump. But most importantly, it builds user loyalty.
5. Encouraged fun. A travel technology company put as few roadblocks in place so users could have fun (“If you want Angry Birds, go for it!” says IT). Sounds like blasphemy to me!
6. Greased the skids. An oil and gas company deployed certificates to make user authentication secure but also really slick for users so they don’t have to fumble around with tokens. Plus, they get single sign-on. Bonus!
7. Gave them their apps. A law firm’s users wanted apps. IT listened, made a list, and rolled out the apps a few at a time. Not hard to do with MDM, and a big win.
8. Gave them their docs. A media company makes movie scripts available to all decision-makers and streamlines the review and approvals processes. Users wouldn’t trade it for anything.

There you have it. Eight real-world carrots that work for getting users to buy into MDM!

[The following post has been contributed by Apsalar.]

As an app developer, you may be struggling to capture and retain user engagement and revenue.  You are not alone.

Apsalar, the leading Mobile Engagement Management platform for app developers and marketers, has recently uncovered data which shows that for each additional app a user installs, the average number of sessions per app from that user decreases by an average of 18.8% when measured over just 10 apps. Moreover, the total number of sessions your app receives from that user decreases by 85.2%.  When a user has 20 apps installed, the total decrease in average number of sessions per app grows to an alarming 94.2%.   

According to 2012 data from Nielsen, the average smartphone user has 41 apps installed on his device, an increase from the previous year’s average of 32.

If your app is one of these 41 or more on a smartphone or tablet, it’s likely you’re struggling to capture a share of those sessions.  In other words, a user’s time is finite, and the number of apps vying for your users’ attention is growing rapidly.

What app developers and marketers need to focus on today is engagement.

More engaged users lead to more revenue.  While downloads may increase the overall pool of users, there’s no guarantee that these users will come back and complete meaningful engagement actions, such as responding to a push notification, leveling up in a game, or making a purchase.  Apsalar has recently found that an app’s engagement index is the top predictor of in-app purchases.  According to this data, 80% of the top 20% of an app’s most engaged users have made at least one in-app purchase.  As a result, it’s important for app developers and marketers to measure and optimize for engagement within apps.

Learn how to take control of your user lifecycle –acquire users who will engage and spend money in your app, understand your users’ behaviors, and re-market to them to increase their engagement and spend. Be sure to attend Apsalar’s presentation during the “Mobile Application & Design Workshop” at the Mobile 2.0 conference on September 11, 2012, where CEO Michael Oiknine shares best practices on winning the mindshare war in mobile.

About Apsalar 

Apsalar provides Mobile Engagement Management solutions for mobile apps. Mobile app marketers can acquire, analyze, and re-market to engaged users through audience targeting, behavioral retargeting, and best-in-class analytics in order to take control of the complete user lifecycle and increase customer LTV. Founded in 2010 and based in San Francisco, Apsalar is backed by leading venture investors, Thomvest Ventures, Battery Ventures, and DN Capital. Apsalar has won numerous awards, including eWeek’s Top Ten Promising Mobile IT Startups in 2011.

For more information, visit http://apsalar.com.

Dear Mobile 2.0 Readers,

As part of the discussion leading up to Mobile 2.0, we have asked Mobile 2.0 speakers to post their thoughts about the subject matter they will be discussing.  Over the past weeks, we have published a series of views which hopefully stirred your imagination.   Here is another in that Series.   We look forward to seeing you on September 11th.

The following post is written by Mark Plakias, VP,  Orange Silicon Valley, Group Strategy & Development, Orange France Telecom Group.  Mark is one of our subject matter experts for the afternoon “Mobile Security, Privacy and Trust” workshop.  The views in this Blog reflect the private views of the Author.

SouthBy = Nearby.  This calculus is familiar to Silicon Valley insiders, and is validated by the explosion of discovery apps that have followed in the wake of every SXSW, such as sonar, intro, glancee, echoecho, and was very much in evidence at the vibrant Glimpse conference in June.  The evolution of both check-in UX, and algorithmic techniques is pushing the current art for putting people together.  We think it is about to be ratcheted up by similar evolution on the software and device side.  Bluetooth 4.0 and the downsizing of cognitive radios to the point where smartphones can detect a wide range of sentient devices and their users (as the hot new startup Neuaer has demonstrated with its Toothtag app), is leading us to a place my team is shorthanding as ‘adhoc’.  The nature of adhoc is a radical inversion of how we think about networks, and as I’ll discuss later, the role of identity gets rolfed in the process.  Instead of network attributes of steadiness, persistence, statefulness, adhoc brings us to fragile, ephemeral, connectionless zones that shape-shift and melt away.  It’s not about stability, but situational awareness.

The roadmap that leads from that idea to the idea of ‘disposable networks’ has actually been covered before, so let’s move on to what we will be focusing on at the event, which is the impact on personal data and identity.  One of the  other heuristics we bandy about in exploring this domain is the idea that ‘Do Not Identify is the new Do Not Track.’  Given that DNT is at best aspirational and more pragmatically a fantasy, the focus of most thoughtful people is on anonymization vs PI (personally identifiable) — we are going to be tracked, it’s just a question of whether we are named.

If we locate this urge to merge strong identifiers resident on the smartphone with analytics in the domain of the adhoc, then a situational understanding of the identity question becomes very interesting, and extremely slippery.  If you are one of 20,000 peeps in AT&T Park I just might want to identify you as either a Giants Fan or a Dodgers fan, I don’t need to identify you more than that for the next three hours, and guess what — you’re probably just fine with being called out like that in that particular situation.  At this point you’re probably suspecting this might be that tired old dog on the Internet with some new mobile tricks.  Yes, to some extent that’s true, but that dog has very sophisticated (blue)teeth now, and there’s a lot more third-party trackers out after him in proximity.

Looking forward to the discussion, thanks in advance to  the organizers, and remember:  this content is the personal opinion of the author and in no way reflects policy, strategy, or the program of work for Orange/France Telecom Group.

Dear Mobile 2.0 Readers,

As part of the discussion leading up to Mobile 2.0, we have asked Mobile 2.0 speakers to post their thoughts about the subject matter they will be discussing.  Over the coming three weeks, you will see a whole series of posts which should stir your imagination before we all get together on September 11th.

The following post is written by Cory Treffiletti , SVP, Marketing, BlueKai, www.Bluekai.com.  Cory is one of our subject matter experts for the afternoon “Mobile Advertising” workshop.

Data Makes The (Mobile) World Go Round

If there’s one unifying factor in the world of marketing, specifically in digital marketing, it’s data. Mobile is quickly emerging as the new frontier for data-driven marketing, and the potential of data as a common denominator still stands strong. The major considerations the mobile platform brings to light stem from how data can be collected and utilized within mobile devices. The unique niche mobile fills in our day-to-day lives means the channel requires even more safeguards and even more attention to detail.

The trick with mobile data is to ensure the targeting can never be tracked back to the individual, but still provides the marketer with a common ID that can match them to traditional online display and provide relevant, interesting messaging.  Cookies are not the answer but there are many other methodologies currently in development.

Data is the central building block for all things targeted and in the mobile space the industry is still unlocking the code around what is acceptable and effective.  Being such a personal medium, mobile requires us to be even more protective of personal privacy especially concerning the data that allows us to target users based on behavior and other key factors.  In standard online display, many of these regulations and codes have been established.  In mobile, these technologies are still being developed.

Addressing these technologies is crucial, because mobile is the ultimate in one-to-one marketing; a media format that is literally carried around in our pockets.  You rarely, if ever, loan your mobile device to someone else for their use and it is certainly the most customized to your personal tastes.  Mobile is, simply, the most targeted media format currently on the market.

There are standard use cases for why mobile targeting needs to be explored and solidified in the coming months.  The most simple of these is retargeting and look-a-like modeling.  Mobile marketing affords advertisers the ability to reach website visitors and users who look or act just like other website visitors on a different platform than the standard web.  The mobile web extends your brand into the real world by taking you off the desktop, and that coupled with location-based information means you could reach the consumer very close to the point of consideration.  For example, a user who has been qualified as a luxury auto intender could theoretically receive messaging from top-tier brands when they are prequalified as well as in close proximity to a luxury brand dealership.  This kind of use case may not be an impulse buy consideration, but that extra push may get the consumer to engage with the dealership and potentially open the consideration set to your brand, or push them to even take a test drive.  If proper attribution modeling was applied in this use case, mobile could be measured against the customer-marketing experience.

Another use case can be considered for CPG brands.  If proper data is activated in mobile then a user who looks like a loyal CPG customer based on digital behavior could be shown a targeted product message when they are either engaging with a shopping app or within a 3 mile radius of a grocery or retail store.  This takes into account user profiles, in a contextually relevant way, and could drive an impulse purchase for a lower cost CPG product.  Many studies show that any product under $20 can be considered an impulse buy.

The next 6-12 months are crucial to the growth of the mobile marketing medium and its integration into the overall media mix, with data being the glue that will bind them together.

Hi All,

We are getting a lot of pings about people coming back from Vacation and missing the Early Bird Registration.   Therefore, we have extended Early Bird Discount until September 7th, if you want information on discount codes write us at info@mobile2event.com.

Cheers,

Mobile 2.0 Coordinating Committee.

Dear Mobile 2.0 Readers,

As part of the discussion leading up to Mobile 2.0, we have asked Mobile 2.0 speakers to post their thoughts about the subject matter they will be discussing.  Over the coming three weeks, you will see a whole series of posts which should stir your imagination before we all get together on September 11th.

The following post is written by Cesare Garlati, VP, Mobile Security, TrendMicro, who will be participating in our Workshop on Mobile Enterprise/Consumerization IT Workshop.

The Dark Side of BYOD: Privacy, Personal Data Loss and Other Bad Things

Many employees don’t understand the implications of using their personal devices for work. Many companies don’t understand that they are in fact liable for the consequences. This post covers the things you always wanted to know about BYOD but were too afraid to ask.

Good News: Your company offers a BYOD program. You can finally stop carrying that boring corporate phone and use your own shiny new iPhone for work. Even better, you can now check your corporate email from home while streaming YouTube videos on your Galaxy Tab. Your company picks up part of the bill and even provides enterprise-grade help desk support to help you with your gadgets. It looks like an offer you can’t refuse.

Bad News:  You joined your company’s BYOD program. One morning you wake up, reach for your iPad to check the email but it doesn’t turn on. Your iPad is dead. Totally bricked. After a quick family investigation you realize that the little one tried to guess your password to play Angry Birds before you would wake up. Too bad the security policy enforced by the corporate email account triggered your iPad self-destruction to prevent sensitive corporate data from unauthorized access. Angrier than those famous birds? Wait until you realize that the device itself can be brought back to life and your corporate data restored. But that your pictures, videos and songs are gone. Forever. Note: the case above is based on a true story, my son’s name is Luca.

Don’t read the rest if you are scared enough already. This is not the worst it can happen to your data, to your privacy and to your device. Many employees who use their personal devices for work are shocked to find out that their smartphones, tablets and laptops may be subject to discovery request in the context of a litigation involving their company. Employees may be asked to surrender their personal devices – in which they have browser history, personal information and documents they created – as they may be subject to review by 3rd parties in connection with litigation.

If you were too impatient to read all through the Acceptable Use Policy that you signed when you joined your company’s BYOD program, or if you simply were not too eager to know what you were really getting into, this may be a good time to go back to that document or to contact your IT or HR department to ask for clarification. Here are the things you should know about your company’s BYOD program and that you shouldn’t be afraid to ask.

• Personal  Data Loss. When your personal smartphone,  laptop or tablet is used for work related activities, such as access to  corporate email, calendar or corporate directory, there is a good chance  that your company relies on built in features and additional software  tools to secure and manage the data in your device. As a first line of  defense, many organizations enforce ActiveSync policies, preinstalled in  most consumer mobile devices, to enforce password protection and remote  wipe and lock. More sophisticated IT departments may request the      installation of additional Mobile Device Management software agents to extend corporate IT reach into  any application and functionality of your device. While security and  manageability are legitimate concerns for the company, most BYOD programs  rely on IT tools that don’t make a clear separation between personal and   corporate data and applications. As a result, in case of unauthorized  access – real or presumed – the whole content of the device is more or  less automatically deleted and the device itself made unusable.

What you should ask if you are not too afraid of the answer: Is the data in my device susceptible to automatic or remote deletion? What events trigger the automatic deletion? Is remote deletion part of the standard employee termination process?  Is my approval sought or required for the remote deletion? Is my personal data retained in case of automatic or remote wipe?  Does the company provide a mean to recover the personal data deleted? Am I entitled to any reimbursement for the loss of personal content such as songs, videos or applications?

• Privacy.  From a legal standpoint, the fact that you own   the device is irrelevant in case of a litigation. To discover and preserve evidence, the court may require forensic review of all devices in   connection with the litigation. Employees participating in the BYOD  program may be asked to produce their personal devices for 3^rd  party examination. You will have to make any personal information stored in your devices accessible. This includes the history of the websites  visited, songs and movies downloaded and played, copy of financial  transactions or statements, the list of your personal contacts and your  electronic communications with them including personal emails, personal  phone call, text messages and various social media activities including Facebook, Twitter and VoIP services such as Skype and similar. This      extends to the personal information of any other family member or third  party who may share the use of that device. Personal data stored in the  device is not the only privacy concern. Your location and your online  activity may be exposed to your employer too. A main feature of Mobile  Device Management software is the ability to track in real time the  location of the device. The feature is intended to help determine whether a device is lost rather than stolen before initiating a remote lock or remote wipe.  It can also be used to selectively disable camera and  microphone when the device enters restricted company areas to prevent  sensitive data loss. Modern devices can get quite accurate at pinpointing location      even when inside buildings where GPS technology is typically complemented  with Wi-Fi access point detection. Although not intended for this use,  your IT department may be able to track your whereabouts anywhere and  anytime, deliberately or accidentally, and you may not even be aware of  this. In addition, when your personal device connects on-campus to the  corporate Wi-Fi network, there is a good chance that your online activity  is monitored and filtered to comply with various regulation and to protect the company from any liability arising from an improper use of corporate  resources.

What you should ask if you are not too afraid of the answer: May I be required to produce my personal devices for forensic analysis? Does this apply to devices shared with other family members? Who will then get access to the personal information stored in my device? Is my company able to track my location? Under what circumstances can this happen? Is my approval sought and required to track my location? Do I get notified? Are these systems active outside regular work hours? Is my personal online activity on-campus monitored and logged? Is this information retained when I leave the company?

• Device  seizure and loss of use.    Mobile devices are small and you take them with you everywhere. No      surprise they are the most likely to get lost or stolen. But when you use  your gadgets for work related activities, you have a couple more reasons  to worry about. Your device may become unusable as a result of a company  initiated remote lock or wipe. Or you may be asked to surrender your inseparable smartphone for legal examination in conjunction with  litigation. Either case you could lose the use of your device for some  time and likely find yourself in need for a temporary or permanent  replacement.

What you should ask if you are not too afraid of the answer: Under what circumstances may I be asked to surrender my personal device? Is the company going to provide a replacement? Who is responsible for backing up and restoring personal data and applications if the device is seized? Under what circumstances can the company initiate a remote lock of the device? Is my approval sought and required? What is the process to regain use of my device?

In this post I covered the less known and less user-friendly aspects of BYOD programs. In a next post I am going to share best practices and legal advice for IT managers to build sound BYOD policies that minimize the impact of these issues to fully unlock the business benefits of Consumerization.

 Next: BYOD Best Practices – Three pitfalls you can’t afford to ignore

About the writer

As Vice President of Mobile Security at Trend Micro, Cesare Garlati serves as the evangelist for the enterprise mobility product line. Cesare is responsible for raising awareness of Trend Micro’s vision for security solutions in an increasingly consumerized IT world, as well as ensuring that customer insights are incorporated into Trend solutions.

You can follow Cesare at BringYourOwnIT.com or on Twitter @CesareGarlati

Dear Mobile 2.0 Readers,

As part of the discussion leading up to Mobile 2.0, we have asked Mobile 2.0 speakers to post their thoughts about the subject matter they will be discussing.

Our first post in this series is from Lars Albright, CEO & Co-Founder, SessionM, who will be participating in our Afternoon Mobile Advertising Workshop.

===================================================

Everyone has an opinion these days about how to make better formats for mobile ads.

The problem at hand seems clear enough: Mobile ad formats are borrowed from desktop screens, and it turns out that “do the same thing, only smaller” isn’t a winning formula. That’s why 88% of users have said they ignore in-app ads, and 79% call them “intrusive.”

So what’s the solution? Bigger ads? Better banners?

None of the above. Success for mobile ads won’t come from new kinds of formats. It will come from new kinds of value. In mobile advertising today, value has to flow three ways: between publishers, users and advertisers. Giving better value, not buying better space, is where advertisers need to focus.

It starts with the audience. Digital natives — people under 30 who have grown up with smart phones and the web — are a new breed. They change screens 27 times per hour. They know what their attention is worth and they won’t just give it away. They expect ads to be useful, entertaining or pull their own weight in some other way.

How do advertisers create this kind of value? Various innovations have sprouted up to try and answer this question, and no one path has yet taken hold of consumers’ hearts and minds. But a few key themes seem to be taking root:

Relevance is a must.  Mobile users think not in minutes, or even seconds, but in moments. Given the competing demands for users’ time, mobile ad moments need to be more relevant than desktop moments, not less. If I’m looking at a travel app in the morning, I shouldn’t be seeing random ads for stock tips or cheeseburgers. Ads should be smart and meaningful moments, something that users can even look forward to.

We live in a reward-based culture. Humans like to feel appreciated, and digital natives even more so. Rewards offer that “thank you” for time spent. The average U.S. household belongs to more than 14 reward or loyalty programs, spanning a variety of rewards, such as miles, points, a gift card or exclusive content. Rewards can’t make people pay attention to something they’d otherwise ignore, but they will give booster rockets to good content.

There is no “perfect” campaign. We have access to amazing data on ad usage now, but a lot of people still become paralyzed when trying to figure out “What’s the perfect campaign?” before a launch. Why wait when we can let customers tell us with testing? Launch faster and use data to optimize. The focus should be “What can we learn? What can we try that’s new or different?” Then test, test, test.

These themes apply to all formats. Mobile ads need to be as vibrant and interactive as the mobile content they’re part of. They need to be less like the “in your face” billboards in Times Square and more like being part of the buzz of excitement and interaction on the street.

So think less about the shape of your next mobile ads, and more about their value. How can you reward viewers for their attention? This is the future of mobile advertising: the three-way win for your consumers, your publishers and your brand.

 About the writer

Lars Albright is the founder and CEO of SessionM. Prior to SessionM, he worked at Apple as a member of the executive team of iAd, Apple’s mobile advertising platform, where he focused on running partnerships and alliances in the U.S., Europe and Asia.

Lars Albright

CEO & Co-Founder

SessionM

Boston, MA