In the first panel of the day, agency executives tossed around ideas about how they view mobile as part of the digital ecosystem. Without getting too philosophical about the meaning of mobile, discussion started started with a focus on using the medium to capture particular moments in a consumer’s life. Mogreet exec Scott Rogers, for instance, highlighted the mobile marketing firm’s new moShare button for sites and apps that lets people share content directly to friends’ mobile phones as they would via a Facebook or Twitter button.
Digitas’ Chia Chen offered it’s about trying things in mobile to see what works. “We say iteration is the new perfect,” he said. KD+E’s said the firm tries to develop use cases via working with direct feedback from mobile users as well as tools like Google analyts to pick up on what browsers or devices people are on. Calynn Krieger of AKQA agreed that updating apps on the fly based on how people are using them is part of an ongoing development process, a constant evolution.