• by Joe Mandese  @mp_joemandese, June 6, 2011

That's what Fidelity Investments VP-Interactive Chris Needham used to describe his opening keynote at OMMA Tablet Revolution in New York this morning. Actually, the presentation turns out to be more than an advertising journey. It is also a "publishing" journey, according to Needham.

"Fidelity is one of the largest advertisers in the tablet space, which isn't saying much these days," he said noting that Fidelity tested its first app in 2010. But, he noted, "We're also a major publisher."

In fact, he said, Fidelity is now the "leading app publisher in the financial services space."

"We see as apps absolutely at the heart of our publishing strategy," he said citing three primary factors:

1 – "First and foremost is the customers who've already adopted this space." (Much younger than Fidelity's "average good customer.")

2 – The app "represents a fundamental reboot" in the design process around digital marketing. Needham described Web publishing "like designing for a library. It costs a lot of money and takes a lot of time." App publishing, on the other hand, is "very fast, hyper focused... This is really a case where less is a lot more in the app space."

3 – " What is it about this device that makes it so special? For me, it's all about touch. Put simply, using your fingers is so much better, so much more human, so much more elemental than anything else."