Mobile is coming. It’s going to be big. These words rang around the room in a garage style meeting as a group of bright young things contemplated how to create the next Amazon.com at the end of 1999. 10 years on, mobile is still being talked about as the next big thing, but is the term mobile even meaningful? In the USA, when I used to pitch mobile marketing, people thought I meant putting a billboard on the back of a truck and driving it around the streets. The next definition of mobile was differentiating the way in which a device connected to the wider world. Mobile meant that a device had to connect through a network operator like AT&T or Vodafone or NTT Docomo. WIFI has changed that! When developing applications and services for end users on new devices,
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