I feel that now and it's all about mobile.

Mary Meeker's presentation at [...]]]> I love the excitement just before a big change. It's like those butterflies you had as a kid before the first day of school, or the night before a big vacation. It's that feeling that says "something exciting and cool is about to happen."

I feel that now and it's all about mobile.

Mary Meeker's presentation at the Web 2.0 summit (below) has a lot of people making blanket statements about the mobile industry. Yes, the growth of mobile is huge and yes location based services are about to change everything. But what does that really mean?

For marketers it's a channel that's about to open. Today we all talk about social media and content, we develop strategies for using Facebook, Twitter, blogs, videos, podcasts and all sorts of desktop-based strategies.

But if you're in retail, how are you using tools like Foursquare? How will you deal with the location information that Twitter is about to unleash on your business? What will you do with that information? Should you develop a mobile application to deliver information to your users? What devices are used most by your audience?

I often I read the New York Times on my iPhone, changing the format changes how I interact with the information. I read stories in a different order and I'm not as driven by pictures. I'm also more likely to check the "popular" stories, as that is one of a few buttons I'm given on my application.

Changing the format impacts your customers too.

Mary Meeker's Internet Presentation 2009