Colin Kinsella, CEO, Digitas North America, is now on stage discussing some of the obstacles that must be overcome before mobile marketing can get more traction. His advice: set mobile free from being siloed from other channels; put mobile at the core of everything you're doing; and tell great stories, that is add an emtional element to the utility and deliver value. If you have a siloed mobile budget, "you're headed for an epic failure," warns Kinsella. It has to be connected to a client's wider digital budget embracing online, social media and other areas.