Tell Us about Your Research regarding Mobile?

JEFFREY COLE: We put tremendous emphasis in mobile. I think everything is moving to mobile. Americans don't always get this. We're still a third-world country where mobile is concerned, whereas the rest of the world's listening to, using their mobiles in subways underground, paying for Cokes in Sweden through their mobile phone, renewing their parking meters in Israel. Or in Tokyo you can walk out of an office building at lunchtime and your mobile phone will show you all the restaurants in a two block radius and if table's available. We in America can barely get our mobile phones to work above ground for voice communication. But I believe we're going to see, in most of the rest of the world, people are going to bypass desktop PCs. Even in America netbooks have been nothing more than a stopgap between desktops and mobile. We're beginning to see, I think, the iPad or iPad-like devices, tablet devices. I really do believe we're going to eliminate a fair number of the third screen. And we're seeing everything moved to mobile. Something that was talked about 30 years ago is starting to happen. If you look at wallets, wallets are nothing more than IDs, credit cards, pictures, and cash. And now, if you look at mobile phones-- pictures-- we think teenagers will print out 15 photographs in their lifetime. For them photographs live on the web, and their photographs in their wallet are on their mobile phone. Credit cards. We see it at this conference itself. Credit cards letting you now buy things online without the card itself, harder to steal or lose. ID. Yesterday, walking through the airport in San Francisco, I used a mobile boarding pass to get on the flight. And cash. We're always going to have a little bit of cash, but most of our cash is going to be in the mobile. We think everything moves to mobile. Becomes the center of purchasing, it becomes the center of almost everything in your life. Our work shows teenagers, 75% of them, sleep within an arm's length of their mobile phone. And we've noticed anecdotally that people almost never lose their mobile phone. They sometimes can drop them in the gutter, they can be stolen, but the reason we almost never lose our mobile phones is that if we leave it on a table in a restaurant, most of us can't get 10 feet away before we're reaching for it. We use it so often, it's so valuable to us, we can't get far enough away from it to lose it. Whereas if I left my credit card on a table in a restaurant, it might take me two days to notice it's gone. So we think mobile, which is already in the hands of 5 billion people on the face of the Earth-- which is pretty remarkable, it's the one thing we all share-- mobile is gaining importance. Everything is moving to mobile.