The video immediately reminded me of a Fred’s post highlighting the importance of ethnography, and “how we should look at user needs through observing people in their naturally setting rather than through research”. Increasingly the focus will shift from the platform to what really should matter the most: how and why people use products and services.
One of the reasons why mobile advertising hasn’t lifted off is probably because people do not care about advertising (contextual or not) in their phones. Mobile advertising is not a perceived primary functionality. Or as Jan points in his final remarks:
With another 3 billion people connected they want to be part of the conversation. Our relevance is really about embracing that and learn how to listen.