When approaching mobile "You need to forget your web education" says Alexandre Mars CEO Phonevalley & Head of Mobile Publicis Groupe.
Apps can be cool but they're gimmicky, he says.
"It's hard to vote against Apple as the winner in this space," says Tom Bedecarre, CEO, AKQA. It's been instrumental in having clients see what marketing can do beyond just placing an ad.
But
it's too early for Apple to run a victory lap, he says.
Speed of impact and scale is what clients are looking for. Less than one percent of budgets are put into mobile. It's only when people
see the power of integrating mobile into campaigns that scale and speed of impact are generated.
Mobile is more than just a nice little ad-on. There's still a long way to go.