The panel, which also included Gaston Legorburu of Sapient/Nitro and Mike Monello of Campfire also agreed that mobile isn't really and advertising medium. Rather, it requires actually building products, or utilities, that have some use beyond delivering a message. Think Kraft's iFood Assistant app or something similar. They also said mobile ends up getting siloed because it may call for a separate technology development effort. Schulman suggested mobile is better suited to CRM activity than advertising but that the latter could complement mobile CRM.