Over the past few months we’ve embarked on quite a large endeavor — 7 mobile reports covering nearly every topic of this emerging landscape, from mobile-social and apps to SMS marketing and search. Below is a final rundown of the series. You can download the full PDF for any of these by clicking the “Download” button within Scribd.

• Mobile Marketing Overview
• Mobile Search
• SMS (Text Messaging)
• Mobile Social Marketing
• Mobile Applications
• Mobile Shopping, Coupons & Barcodes
• Mobile Marketing & the Challenges that Lie Ahead

You can expect lots more from us by way of mobile in the coming months. Which topics would you like to see more of on the blog? Let us know in the comments below.

Yesterday Twitter announced a new feature, dubbed Fast Follow, that will let people (only in the US for now) follow Twitter accounts without actually signing up for the service. Twitter is hoping to tap into soaring mobile consumption rates by allowing mobile users to opt into SMS updates for any Twitter account. (More on SMS Marketing in our recent report).

To receive mobile updates from any Twitter account, simply text ‘follow [username]’ to 40404. For example, you can text ‘follow 360i’ to 40404 to get updates from us in real time, all the time. To get only the most recent tweet, text ‘Get [username]’ to that same shortcode.

Of course, you can also sign up for updates while using Twitter on the web by clicking the phone icon beneath that member’s avatar.

It’s not really surprising that Twitter is incorporating text messaging more directly into its model – after all, the platform was conceived from and built upon the 140-character SMS format. “We value SMS because it’s simple, instant and universal,” the company states in its official announcement.

This is the first time Twitter has opened up its service to more “passive” followers. According to recent statements by company executives, there does appear to be a significant discrepancy between unique visitors to Twitter.com (~190MM/month) and actual members (~100MM).

Of important note is that these passive followers will not count toward an account’s list of followers on its page. It will be interesting to see if individual accounts – brands in particular – receive any sort of data or analytics regarding the number of SMS “non-follower followers.”

Getting to the heart of the matter: How will Fast Follow affect the Twitter strategy for brands? The opportunity to send tweets to passive followers seems like a good way to reach people away from the computer/not using a mobile app – but what about those brands that tweet very frequently? Are people going to want to receive every single update from brands like @DunkinDonuts that converse almost constantly with followers?

Like any new feature/platform/technology, Fast Follow will bring results if and only if it aligns with the unique objectives of the brand. For example, a brand using Twitter to promote deals/specials might gain more traction with Fast Follow than a brand that uses Twitter to converse with consumers on an on-going basis. Marketers that want to connect with specific demographics such as teenagers – unequivocally the biggest users of text messaging – might also want to take a closer look at what Fast Follow has to offer.

From a mobile marketing standpoint, Fast Follow makes SMS marketing itself much easier. Typically, marketers need to register their won shortcodes or sign up for a shared shortcode from an SMS provider if they want to reach consumers via SMS. With Fast Follow, however, marketers using Twitter have a built in SMS channel. Using custom URLs or phone numbers, they can even track response rates regardless of what Twitter offers directly. If this feature is successful, it may make marketers less reliant on other SMS marketing offerings. Small businesses may want to promote this feature right away if they’re on Twitter, while larger businesses may want to try this in test markets so as not to cannibalize any other SMS marketing programs should they exist.

What do you think about the new Fast Follow feature? Let us know in the comments below.

-David Berkowitz and Geoffrey Colon contributed to this report.

Images via Mashable’s Evan Wexler

Social media is and always has been driven by technological innovation. And though every toy, gadget or device that hits the market might not be as important as, say, the printing press – these technologies are pushing the industry forward at a rapid clip, creating an environment where creativity and ingenuity flourish.

Here at 360i we’ve created our own testing ground of sorts – the 360i Emerging Media Lab – for exploring the most up-and-coming technologies. In addition to serving as home base for David Berkowitz, our Senior Director of Emerging Media & Innovation, this glorified workspace is a tech-head’s dream. That’s why Mashable featured the Lab today as part of its brand new Cubicle Spy series, which takes a look inside the neatest, quirkiest, and most gadget-laden offices of people who work in social media.

You can check out Mashable’s coverage to see their gallery of awesome 360-degree photos taken last week at the Lab (talk about cool tech). Beyond that, here’s a look at some of our favorite toys – and why we’re so crazy about them.

Emmy the Bunny, Violet, $150 (Nabaztag.com)

What it does: The Nabaztag (we named ours Emmy) is a Wi-Fi powered rabbit that, through adorable sounds and movements, presents a real world representation of what’s on the Internet. Emmy’s ears function as antennae that process online data to dictate behaviors such as reading emails and texts out loud or providing stock ticker updates.

Why it matters: As Forrester’s Paul Jackson said, “It’s a nice way of making physical your relationship online with people.” The Nabaztag (which is Armenian for “rabbit”) is one of many innovations seeking to bridge the gap between digital and real world experiences. Another one that comes to mind is StickyBits, which we recently featured here on the blog.

Why we love it: Emmy has come to be the lab’s mascot, an unpredictable, inquisitive robot that occasionally gets in trouble for stealing bandwidth rather than carrots.

140Bio of David Berkowitz, $18.99 (140Bio.com)

What it does: For a nominal fee, 140bio.com will take your tweets (plus @mentions if you so desire) and publish them as your very own book. As the company puts it, what you post on Twitter can say a lot about your life experiences – so why not preserve them as a 5” by 8” paperback autobiography?  David had thousands of tweets archived in his very own book, which serves as a great conversation piece in the Lab.

Why it matters: Okay, okay … So most people really don’t have a need for producing their very own Twitter autobiography. BUT, the fact that this product exists says a lot about how people use Twitter – as a platform to broadcast the little (and big) moments that make up their lives. Sure, it can also be about sharing information, networking, etc., but as we found in our recent report (Twitter & the Consumer-Marketer Dynamic), people mostly use the platform to lifecast daily activities.

Why we love it: The 140bio.com book cataloging David’s tweets gets the most comments out of anything in the lab. In fact, when David brought all the portable parts of the lab to a client’s office recently, they passed this around more than anything else. It’s the perfect gift for tweeters.

Image via CSMonitor.com

iPad, Apple, starts at $499

What it does: The iPad is Apple’s first tablet product and a device that blurs the lines between a smartphone and a personal computer. Released in spring 2010, the iPad is a “magical and revolutionary product” (per its creators) that houses and serves media like books, movies, games, music, publications and web content.  It can connect to the web via a Wi-Fi or a 3G connection. In July, Apple announced that it moved about 3.3 million iPads in its fiscal year third quarter — and no to mention put up all-time record revenue numbers during that time.

Why it matters: The iPad (and iAd mobile ad network) could hold huge opportunities for marketers – if they can get past the “bright shiny object”-ness of the product itself, writes David Berkowitz in an April Ad Age piece. When properly aligned with a brand’s objectives, the iPad has the potential to create vibrant, engaging user experiences via Apple’s latest innovations in personal mobile computing.

Why we love it: For practical use, the iPad continues to be the best way to explore engaging media experiences. Playing Angry Birds on a bigger screen is fun, too.

Which tech toys should we add to the lab? Let us know in the comments below.

I weighed in on the four reasons to consider Foursquare in your marketing plan in a post on Ad Age today. Regardless of its current scale, we’re including Foursquare and other location-based social networks in our client thinking today. There are a number of reasons for this, including the influencer potential of reaching early adopters. In addition, brands who approach new platforms and experiment early on will be ahead of the game when and if these platforms take off. The sooner you get involved, the faster your influential fan network can go to work on your behalf and the more you can ultimately reap from these bleeding-edge platforms.

For more on why we consider Foursquare a ripe opportunity for many brands, you can read the full article over on Advertising Age.

Do you wish there was another mobile application where you could check in at a location? There’s no shortage of options. Yet another contender just launched very publicly with a different approach, turning the whole act of checking in into a game.

Meet SCVNGR, which is as long on ambition as it is short on vowels. With its latest version having debuted last week for consumers, it’s making big announcements at Google I/O, the annual developer event. SCVNGR has been quietly growing over the past couple years, reporting that over 600 institutions in 44 states and 20 countries have worked with them so far. Today, it released the names of some of the larger brands that are starting to build on it: the Boston Celtics, Boston Globe, New England Patriots, Journeys, The New York Times, Universal Music Canada and Warner Bros. Its client base also includes hundreds of colleges and universities – notably Princeton University, where 21-year-old SCVNGR Chief Ninja founded the company in 2008.

SCVNGR offers challenges at any and every location, whether or not a marketer or venue owner is actively involved; its database already includes over 20 million locations. Players earn points for every challenge. The three default challenges everywhere are “check in” (1 point) – tell your friends where you are; “say something” (2 points) – write any tip or note or anything that inspires you; and “snap a picture” (2 points) – take a photo of the spot. Marketers can then build their own challenges tied to venues, from their own locations to anywhere they want to be associated with. To create more involved and interesting experiences, marketers can create treks, which are themed experiences tied to one location or a series of them.

Attendees at I/O are experiencing it off-hand, with challenges created across the event. Attendees can find six friends to spell out “GOOGLE” with their bodies, YMCA style, and snap a picture for three points, or figure out what certain geographic coordinates refer to for a couple more points. Google is offering special prizes such as exclusive swag bags to players with the most points at the end of the event.

Currently anyone can play SCVNGR from its iPhone and Android applications, but users can participate in treks through SMS (text messaging), sending certain keywords to 728647 (SCVNGR) in the US and Canada. More mobile platforms are coming soon.

We’ll share more about how marketers are using it and can use it as other case studies come out.

Stickybits provides a fun and social way to attach digital content to real world objects.

Seth Goldstein, Chairman and founder of SocialMedia, and Billy Chasen, the original programmer of Chartbeat, launched Stickybits this past March at the annual SXSW festival. Their concept holds the rare honor of being completely awesome and simple, while at the same time enabling limitless possibilities, the majority of which have yet to be seen.

So, what exactly are Stickybits? According to Goldstein, they’re a ‘fun and social way to attach digital content to real world objects’. Using the mobile application (currently available for the iPhone and Android), users scan standard barcodes, which are found on every consumer packaged good you can think of.

Once scanned, the user can ‘attach’ digital content, such as photos, video, audio, comments or a URL. They can then see all users who have added ‘bits’ in the past, thus creating a threaded conversation around the object. By turning the barcode into a personal message board, multimedia brand-specific conversation takes place, creating a sort of wiki around a physical object.

But that’s just one of the primary uses for Stickybits. The company also sells ‘blank’ barcodes in sticker form, hence their name. These stickers can be placed anywhere (your computer, a bus stop, a tree, to name a few), and then the fun begins. Scan it, attach some content and move on. What happens next will vary depending on what the object is and where it is placed. Here’s an anecdote that illustrates one use; a colleague recently visited Jimmy’s Boxing Bar, and noticed a Stickybit on the wall.

Photo credit: @matzner

When she scanned it with her phone, she was able to view a picture of a random bar patron sitting in the exact seat where she was currently sitting, holding a beer. It became the primary topic of conversation for the remainder of their stay at Jimmy’s. The possibilities for guerilla marketing campaigns are almost endless. What if the bar placed it there? What if a beer company attached the URL to their site? What if there was an audio clip that directed the user to whisper a secret password to the bartender for a free beer?

Throw in real time maps, the ability to be notified when another user adds or scans a bit, best-in-class analytics package and the ability to check into Foursquare and push out to Twitter and Facebook, and you’ve got a new technology ripe for brand integration for those willing to reward early adopters, even in light of its relatively low (for now) reach.

- Rick Sorkin, Social Marketing Strategist at 360i (@ricksorkin)

Couponing Then & Now: Mobile technology is changing the way retailers connect with their customers.

The New York Times recently reported on innovations in web couponing technology.  Multichannel retailers can now deploy tools to identify the relationship between online research and offline sales.  And not just mass population, but individual user data.  New single-user web coupons can connect a user’s online behavior – such as keyword searches – with his/her offline purchases, in a way we could only dream about a few years ago.  The proposition of matching the right offer to individual propensity is intriguing for retailers in 2010. Hopefully this article will inspire you to consider the potential web couponing has for your business and how to get started.

Background

Marketers have long relied on market and target research gained through couponing, especially around the deployment of promotions.  What types of offers or promotions trigger purchases?  What’s the least I have to discount to get the sale?  Will I start a bidding war when my competitors match my discount?

Measurements were taken, and battle plans were drawn.  These types of practices date back to the 1940s and 1950s.  But the data was only actionable down to a demographic, not an individual.  As the Times noted in its article, the web can crack the code to get to individual behavior and that’s exciting for marketers.

Let’s take a step back and remember the age-old purpose of a coupon.

Why coupon?

If a store really wants to move merchandise quickly, a big splashy ad is a better way to mass-communicate a 20% off sale than a simple coupon.  And if a store is willing to sell at 20% off, why not just knock it off at the register?  Why have we ever needed those little pieces of paper?

The answer is shockingly simple — a coupon is a measurement device.  Marketers use coupons to gauge performance of elements, especially within a print media mix (newspaper, magazine, direct mail).  The web is print on steroids, so printable coupons on websites are nothing new.  But offline media has nothing on the persistent cookie.  A marketer can follow individual paths through display, search, social media and beyond.  It works wonderfully.  For online purchases.  But what about all the online researchers who power down their Macbooks and head to the local Office Depot?

That’s what is so revolutionary about this new web couponing technology.  Digital marketers are fully leveraging the power of the web.  This isn’t your grandfather’s newspaper coupon.  We can now deploy information-packed print-on-demand coupons.  We know the behaviors of those who we serve a digital coupon, and we can watch what happens when they buy offline.  And it doesn’t have to be printed on the home computer on paper.  Mobile phone screens will increasingly have utility in displaying a bar code (QR code) that a store scanner can read instantaneously.  The latter is already a way of life in Japan and Singapore.

Mobile QR (quick response) code, via newlaunches.com

This is the time for retailers to be in full testing mode.  Mobile is a long way from mass penetration, but certainly interesting and growing in its importance as a staple of marketers’ plans. Home coupon printing should now be a staple of your research/testing calendar.  More than likely, you’re already pixeling your site visitor. Your digital advertising tactics are pixeling prospects.  Do those pixels talk to each other?  If so, here is one of many ways to intelligently deploy all that prospect data.

Promotional offers used to be deployed en masse – same % off or $$ off for everyone.  But what if only some people need offers to convert?   Wouldn’t you like some people to pay full retail price?  Could you assemble a stable of “micro” offers that are behaviorally generated in a printed coupon?  If you’re Borders, does a second book for 50% appeal differently to a heavy customer than a straight up 25% off a single book?

If you use your data to build the right coupon offer and then stuff the tracking code with all the other data of behavior throughout the digital media mix, that is a seriously valuable coupon that Mary Smith is printing on her ink jet to take down to JCPenney.  You’ll be proving that there is a measurable path between online research and offline behavior.  That helps budgets — your online advertising budget won’t have to prove ROI on ecommerce transactions alone.

Coupon Paradox

The downside of a coupon is that it requires the consumer effort.  To ensure consumer participation, we have to provide an incentive do the heavy lifting of printing, clipping and transporting a coupon to the register.  So we are forced to offer a promotion juicy enough to ensure high redemption rates.  And when we promote, are our coupons observing behavior or substantially influencing it?  The rule of thumb is to give away the absolute minimum to ensure maximum redemption.

Should you coupon?

Digital can be a vital enterprise-wide solution.  Here are 5 questions you should ask to assess your web couponing opportunity:

1. Do you already rely on coupons/promotions?
2. Do your business rules allow for the development of a range of promotions that could be offered in coupons (% off, BOGO, $ off, gift with purchase, etc.)?
3. Do you think you have enough information to match a range of offers to a range of behaviors of your prospects?
4. Does common sense tell you that your online budgets and activities influence offline sales?  Have you ever been able to prove online activities benefit brick and mortar?
5. Can your infrastructure take in all this data and more importantly, do something with it to improve your business?

Taking Action

If you score highly on potential benefit to your organization, ponder WHY you will deploy a coupon strategy.  One key objective might be to establish causality between search/display and offline sales.  Even better, be specific about what kinds of sales you’ll be measuring… new customers, existing customer share of wallet, a specific product category, etc.  Be wary of the aforementioned coupon paradox.  If you’re testing natural consumer tendencies to research online and buy offline – what’s the bare minimum offer to incentivize redemption?  If you’re testing the power of online promotion to drive offline sales, you will want to test a range of offers, ideally tied to prospect behavior online.

With a sharply defined goal in mind, your next steps are…

1. Optimize your media plan for an offline push.  Display and search should be purchase-channel agnostic.  If you participate in social marketing, leverage it and reach prospects with your coupon, as well through blogs, social shopping, Facebook and Twitter.
2. Build your forecast to accommodate the cost of the coupon.  If you’re offering 10% off, your average order/check size will likely be lower, decreasing ROAS.  Apply your business rules, how much coupon redemption can your budget afford?  Build predictions for the test.  You’ll be referring to them when the test is complete.
3. Set up a coupon generation program with a partner like RevTrax.  Unique user-level coupon codes are vital to matching online searches and display exposures to offline purchasing.  It can also minimize coupon pass-around and fraud.  Couponing technology can work with you and your marketing team to build business rules and, if applicable, match behavioral media targets and search behavior to appropriate offers.
4. Set up a holistic data collection for the couponing efforts.  Think about your web analytics, your agency-controlled data collectors, Double-click, Google Analytics and especially your point-of-sale register data system.  If they aren’t talking to each other, you need to postpone your efforts, or perhaps scale back the test to something less ambitious.
5. Q/A, Q/A, Q/A… can fraudsters beat your system?  Are your offers staged correctly with your ad creative?  Do your landing pages work?  Will the coupons scan at register?  Think about a soft-launch before going full bore.
6. Analyze mid-stream.  If you mobilized your colleagues to help with this test, they will be eager for feedback.  Make sure your entire process is inclusive, buy-in helps when the inevitable glitches arise and you need help from allies.
7. Your actions at the conclusion of the test are crucial.  Did you see success or failure?  Half-success?  Did the results occur in a predictable way?  What’s next?  Is it time to roll couponing into your marketing arsenal?  Do you need more testing?  (Probably – successful retailing is all about perpetual testing!)

- David Randolph, Vice President, Retail & ECommerce at 360i

Since the iPad hit stores earlier this week, consumers and marketers alike have been feverishly diving into the far-reaching capabilities of Apple’s newest tech toy. Beyond its ability to blend (iPad-lovers watch at your own risk), the iPad seems primed to have huge effects on the publishing and mobile advertising industries — especially if it shifts the way consumers interact with media.

In addition to reading your favorite newspapers, magazines, blogs and e-books on the iPad, you can also read our Social Marketing Playbook, which has been downloaded more than 50K times to date. To get the Playbook, you’ll need to download new iPad-compatible Kindle app and create an account with Amazon if you haven’t already. Finally, search “360i Playbook” to locate our product within the Amazon Kindle store. Note: While we’d love to offer this for free, we were required to charge a a minimum fee of $1.

Stay tuned for more insights on the iPad – and social marketing strategy – right here at the 360i blog.

Ralph Lauren is one of many brands that have integrated QR codes into their marketing programs. Will the trend continue to surge?

The Japanese embraced them nearly fifteen years ago. They’ve been used by major film studios in America for numerous marketing campaigns. Ralph Lauren incorporated them nearly two years ago at their Rugby store near New York’s Union Square. So why aren’t QR codes being used everywhere, by everyone, all the time?

Let’s back up. In case you’re not familiar with the technology, QR codes, short for quick response, were created by a Japanese corporation, Denso-Wave, in 1994. The Wikipedia entry will give you the basics, but the real story is about to unfold, one mobile phone at a time.

The technology takes the basic bar code concept and literally adds an additional dimension. Instead of just grabbing a series of numbers to say, scan a can of corn, QR codes allow scanners to pick up additional types of information, such as a URL, text, phone number, or SMS. In the URL example, that link connects Smartphone (and some flip phone) users to a mobile site, where they can engage with a piece of content, such as a photo, video, or anything else you can think of.

Business Cards

The most immediately gratifying, cool, and useful case for QR codes is in business card form. Early adopters are taking pithy satisfaction in removing most of the usual information from their business cards and replacing it with a single QR code.  In what amounts to a 10 second process, QR codes generators (like this free one from ZXing) spit out a code that can be printed, and when scanned, produce a digital version of your most valuable contact information. Of course, you’ll need a QR reader to decode it.

What will it take for ‘the rest of us’ to finally come around? How about this; Facebook is about to roll out QR codes for profiles and pages any minute.  There will be two features: one that generates a page/profile QR code, presumably to drive users to that page, and another more interesting ‘QR status barcode’ choice. The assumption here is that a user creates this code one time, posts it, and whenever scanned, will display that user’s/page’s most recent status update.

Forward thinking brands will undoubtedly find new and exciting uses for these codes; promotional materials, packaging and advertising are the obvious locations. What about posting a coupon as a status update for a limited amount of time, where users can scan in-store for immediate redemption? The metric tracking capabilities alone make it an exciting prospect. Uses for profile pages are a little less obvious. Adding these features and making creation easy for users puts Facebook squarely in the mobile check-in game. Encouraging and rewarding its 400 million users to post them (both online and in the real world) makes it a serious threat to Twitter, Foursquare, and Gowalla, in one fell swoop.

Barriers to entry

Nearly 80% of Japanese mobile phones can read QR codes with the built-in camera, and almost 85% of their owners have taken advantage of the function. So what will it take to get the American masses on board? Installing a reader application (like this one from Kaywa) on your Smartphone isn’t difficult. Neither is using it when you see a random QR code out and about. And being redirected to a mobile site is commonplace. Engaging with the content once you get there was the point, right? So why the resistance? When you combine all of those steps, you start to lose the average user’s attention. Early adopters will jump through hoops as long as it doesn’t feel like jumping, or look like hoops. Meaning, the reward must be correlative to the task; otherwise, what’s the point? As William Marcy said, ‘to the victor belong the spoils.’ Therefore the reward must be reserved for those willing to go on the hunt. If they intend to reach as wide a user base as possible, Facebook would be wise to update its OS with an integrated QR reader for the iPhone, Android and Blackberry cameras.

Only time will tell what the response to the Facebook play will be. In the meantime, alternative uses like information on usually reclusive Street Artists, outsmarting a car salesman on the lot, or an awesome scarf will have to keep us busy.

- By Rick Sorkin, Social Marketing Strategist at 360i. Follow Rick on Twitter @ricksorkin.

While at the Consumer Electronics Show, I moderated a panel at Digital Hollywood on “Mobile Commerce and Content: The Mobile Web, Texting, Search, and Advertising Options.” As you can see, the panel covered a lot of ground, and I can’t begin to capture it all. But I did take some notes and I’ll share those here.

I need to thank my panelists here for all their insight, and I wish I could have done the session more justice, but look out for any of them at other events as you’re guaranteed to learn a few things.

• Ali Rana, Vice President, Digital Strategy, Dynamic Logic
• Jamie Wells, Director, Global Trade Marketing, Microsoft Mobile Advertising
• Brian Johnson, Senior Vice President, Americas and Asia Pacific, mBlox
• Thomas Roberts, Chief Product Officer, Digital and Mobile Services, kgb
• Pooj Preena, CEO, Groupe Hi-Media USA;
• Greg Fawcett, co-founder, MobiAd Sales

Here are some of the questions covered during the session:

How is 2010 different from 2009 for mobile?

Apple and Google are now in it. Google couldn’t crack mobile alone so it needed AdMob, especially to get a presence in mobile apps along with broadening its reach i mobile display.

Google also made a major impact with Android. The first Android phone debuted in October 2008 and by the end of 2009 there were 20 Android phones on the market globally.

Mergers and acquisition activity overall was strong. One panelist noted, “These large bets were placed for a reason.” Expect a lot of consolidation ahead, especially with the glut of ad networks.

What’s the best mobile advertising model?

Mobile doesn’t have the corollary to search yet – that killer model. And search isn’t as seamless or useful on the phone. Some debate ensued as to how purposeful the consumer activity on mobile was to begin with, as one in particular felt activity skewed more toward time killing activities like casual gaming, while others saw more purposeful usage. My take: any killer model is going to have a heavy focus on local marketing, and that may well transcend search/display/video, web/apps/SMS, and other iterations.

What are challenges for micropayments?

Consumers still largely pay for ringtones, chat, and wallpaper. Carriers take a large chunk of micropayment transactions, as high as 30 to 60 percent. That’s fine for virtual goods with low overhead, but it doesn’t work as well for physical goods. iTunes has established itself in micropayments in a way that Google hasn’t with Google Checkout.

Watch out for Facebook here as it turns on mobile monetization. Its online monetization methods such as advertising and virtual gift payments don’t exist yet in mobile, but they’ll need to turn that on.

How important are all the handsets that aren’t smartphones?

Generally panelists were bullish on them and focus on such handsets, especially internationally in certain markets where smartphones lag far behind the U.S.

Thanks again to all the panelists who were far more eloquent on stage than I am here, but at least now a few others can get a taste of the session.