Machine generated contents note: Foreword (Kevin Roberts, CEO Worldwide Saatchi & Saatchi) Introduction: Cannes Do 1. Knowing the Terrain Chapter 1: Living in the Screen Age Days of Future's Past The U.S. Plays Catch-up Chapter 2: Why Go Mobile-First? The Mobile Web Why? When? How? Apps vs Mobile Web Your Real-Time Water Cooler Chapter 3: A Crash Course in Mobile Camera Microphone Augmented Reality Accelerometer and Gyroscope Close-range Transmission Processing Power Mobility 2. Understanding the Essentials Chapter 4: The Four Keys to Success Mobile Intimate Social Transactional The Three Ps Checklist Chapter 5: The Sweet Spot Search Just What I Was Looking For All in the Timing Searching for the Answers Social Joining, Having and Starting Conversations More Isn't Always Merrier Look, Listen, Participate The Sweet Spot Dashboard Tools for Monitoring and Distribution: the Non-Mobile Part of Mobile. Chapter 6: Know Thyself (And Thy Audience) Know Your Persona Know Your Voice Know Your Ecosystem Know Your Audience Know Why You're There Chapter 7: Location, Location, Very Specific Location Do I Need a Location-based Component to My App? Surprise and Delight A Short Radius Goes a Long Way Cumulative Location-Tracking The Creep Factor: When Location Goes Too Far Getting Permission 3. Getting Going Chapter 8: How to Budget The Two Components of a Mobile Budget How Much Money Should I Plan to Spend on Mobile? Taking Inventory of Your Mobile Infrastructure Determining Your Budget: Rule of Thumb Complexity Equals Cost Budgeting for Staff Mobile Commerce and Budgeting for Immediate Returns Do Your Research Investing in involvement Hidden Costs The Complexity Scale Budget for Success The Power of Love / Love Don't Cost a Thing Chapter 9: Build Your Team The Research The Interviews The Selection Warning Signs So What Role Do I Play in This? Chapter 10: Interfacing With Design The Success Metric Start with What You Know: The Style Guide Getting the Ball Rolling: The Brief Fingers, Not Eyes: User Flow Diagrams and Wire Frames Do What You Gotta Do Chapter 11: Making the Stuff Know Your Scale Production Part 1: Optimize that Website! Part 2: The Appropriate Next Step What Makes a Good App? Don't Forget About Desktop! Text-Based Marketing An Ethical Law-Abiding Mobile Effort 4. Being and Staying Attractive Chapter 12: Lovemarks Mystery: What's the Story? Sensuality Intimacy Mobile Lovemarks: Lovemark-ception Chapter 13: Communication With Your Audience Keep it on the Straight and Narrow Don't Trick People! Don't Be Coy. Be Relevant. Own Up to Your Mistakes. Time to Shut it Down: Planned Obsolescence The Obsolescence Sine Curve Tell It Straight, Tell It Plain Chapter 14: Selling Everything Everywhere The Perpetual Path to Purchase Showrooming: Where Mobile and Real-World Butt Heads The Long and Winding Road Bring the Store to Them Mobile Magic 5. Ensuring Success Chapter 15: The Finish Line Legal Not Supporting Your Campaign How to Keep Interest in your Mobile App Trying to Do Too Much Chapter 16: Measuring Success Investment vs Involvement Defining the Success Metric Mobile Success as Part of the Larger Picture Finger on the Pulse Lovemarks Return on Involvement Chapter 17.1: Case Story Case Story: Chase for the Charms from Saatchi & Saatchi and Lucky Charms Chapter 17.2: Case Story Case Story: The Tori 500 from Team One and Lexus Chapter 17.3: Case Story Tag the Weather from Saatchi & Saatchi Stockholm & P&G Nordic Chapter 18: The Future The Language of Mobile The Internet of Things Augmented Everything Autonomous Autos Gaming the Gamer Data-Driven Everything Divergence Theory: The Wild World of Mobile Making Mobile Magic.