I’ve been to quite a few of these now and whilst this talk touches on mobile it didn’t really touch on social which is a key business strategy now.
The core message for the speakers http://www.albionlondon.com/society/ is that content is key.

Irrespective of whether you pick an iPhone as a mobile or any smart phone for that matter, the end goal, i.e. your content on these platforms: what it is, how it’s shown and what you can do with it is very important. For example, Simon Andrews, Founder of Addictive quotes stats for searching on the mobile vs searching on your pc: c.40% increase in the last year according to Google. So if someone was looking for agencies and came across your site, it’s essential that your content is geared up to be viewed on these platforms.

Which means it would be bizarre if you’re a leading edge digital agency still living off the “Flash is cool” vibe as you cannot view it on any of Apple’s products. Bleedingly obvious you’d think but I still get clients who want the Flash.

If someone can’t see it or it’s hard to find you then you’re already at a disadvantage.

Here’s something that struck me too – I loved their terminology “word of mouth” vs “word of pub”.
The term is obvious it just gives it a great feel of what kind of chit chat goes down when it’s word of pub. Viral, funny and what’s hot.

However, as the speaker elaborates, the usual chitter chatter of what’s hot and what funny stories you’ve heard is now almost accompanied by “have you seen this”, or “you mean you haven’t seen it” and then everyone reaches for their phone to show you…

So word of mouth isn’t just take my word for it anymore, it’s also supported visually.
This made me think of an article I read the other day about whether it’s polite to be using your phone at the dinner table. Unheard of a decade ago, seen as rude and distraction, but now it’s almost accepted. The article asks us to take note next time we’re in a restaurant: how many people have their phones out during the night…