• by Gavin O'Malley , Staff Writer @mp_gavin, June 7, 2011

Kicking off this morning's second keynote, Louis Gump, VP of Mobile at CNN, is talking about a bet he made with his family (on vacation in North Carolina) over the location of a beach. His wife thought it was one way, while Gump thought it was in the other direction. Long story short, the message was there are different ways to look at anything -- including Southern landscapes and the mobile marketplace -- and better communication aids every situation.

More messages -- specifically for brands trying to figure our their mobile strategy: A) Start with consumers (and the behavior they're demonstrating on mobile devices) in mind. C) Build a mobile Web site (and that doesn't mean optimizing existing Web sites). C) Launch apps as appropriate ('Nuf said).

Meanwhile, Gump’s job isn’t easy, but making the case for mobile is a lot easier today than ever before. For any company or brand, “there’s a learning curve,” he added. He therefore suggested starting with two apps, and closely measuring their revenue returns. Assured Gump: “The revenue comes with investment.”