I had the pleasure last week of being able to attend the 2010 Mobile Upfront Conference. Yes, most of the panel dialog was around advertising but I have two very sound reasons for being interested not only in the space but also in the insights of those in the interactive/digital media world that focus on mobile. 1) Projected smartphone – should really read smart appliance – dominance. 2) Mobile is growing not only in size but also in platform importance. I’m sure that there are other justifications based on different perspectives, the above are just mine. If you are interested in this space and haven’t yet read Morgan Stanley’s Mobile Internet Report I recommend that you make the time to do so. I should also make it clear that I hold the right to change my rationale at any given point. This is an industry that is rapidly changing due to both technological and consumption changes. Here are the top 5 insights from the 2010 Mobile Upfront Conference. It’s Personal As we move into 4G the small screen will become the first screen. Millennials are willing to give up TV first when grounded… cell phone is last because its so personal. Expectations are High Interactivity, mostly listening to the market, is a must. Consumers have set the expectation of treatment bar much higher for mobile than any other media because it is such a personal medium. It’s Not Category Specific Mobile is much more than cellphones. Think connected devices like, consumer electronics (in-car devices, picture frames,…) , computing devices (ipads, …), and monitoring devices (pets, medical records,…) It’s Still Early Apps have their place and role but in the greater scheme mobile (WAP) sites will be dominate because they reach a significantly greater audience, are not platform specific, and are closer to having common standards. It’s a Game Changer The most effective way to reach those who don’t have or can’t afford wired broadband access in the home.