In mobile, things aren't changing every 18 months, "they're changing every 18 minutes," according to Michael Gartenberg, Partner, at the Altimeter Group. He pointed to the rapidly changing landscape,
like Apple getting into advertising, Google becoming a smartphone maker, and Palm going from being dead to instantly revived though its rescue by HP. He says there are 10 mobile platforms developers
are creating for but that crowd will get thinned down to three or four ultimate winners. "Anyone who can tell you who they are, are lucky not good," he says. For brands its especially tricky because
they have to be in mobile, but "they don't know how to be in mobile."
