On February 17, 2010, Ed Schipul, CEO of Schipul The Web Marketing Company (www.schipul.com ), presented, "The Future is Mobile and the Future is NOW!" to the The American Advertising Federation Fort Worth.

While colleagues, friends and family may be embracing life with a smart phone in hand (iPhones, Blackberries and Androids oh my!), do you know the impact that these mobile devices are casting on the future of business and advertising? How can you be profitable by focusing on reaching your audience where they are? What opportunities are you missing that will keep you ahead of the mobile curve?

This is Part 1. Ed reviews that basics of our mobile future beyond the hype, the goofy apps and annoying ringtones. Learn what the advertising industry is up to by reaching into the technological lifeblood of our society and the steps you can take to stay on the cutting edge.

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the team of Schipul led by Ed helps
organizations business connect and

collaborate using their Tendenci hosted
software solution in addition to the

industry-leading products like WordPress
and Drupal. Ed is a political science

graduate of Texas A&M University an army
brat a family man, and has over 15 years

of experience running companies. Ladies
and gentlemen like to welcome you at

shoe bowl thank you Jason and thanks as
well house this is what's going on right

now in Haiti on a much more somber note
so what you're seeing here is this is

the presidential palace in the
background collapsed and this these are

the Haitians literally camping here due
to a series of random events my mother

actives in Dominica which is a small
island in the West Indies and what's

interesting is there are people there
and they have no powers and they have no

running water they have a community
bathroom in some cities but everybody

has a mobile device and there's been all
these emergent behavior so if you go

fishing and fishing and Dominica means
you fish and you get fish it's not

like you're like I'm only going to take
the red snapper right I mean you just go

fishing well when you come back in you
can actually text into the

shore to see where the people are buying
at a particular market so whether you go

into this Cove or you go into that cove
is literally dependent on the fact of

how people text and communicate back to
you on a mobile device so it is anybody

in here not have a cell phone so we're
one hundred percent, right? Now we're going

to talk about that too because a lot of
this stuff is slightly new first we're

going to talk about the mobile web,
we're going to talk about how you

utilize, we're going to talk about who's using it
and along the way we're gonna have

plenty of snark, and we're going to have a
lot of comments and I read a great book

and I want you to think about this in
the beginning. I read a great book

earlier this year called Absolute
Honesty. Does anyone here reddit? It's an

amazing book because one of the things
that we do as a people we tend to we

tend to not like saying excuses right?
Well what I discovered in the book is

that I was pretty excusing myself so I
would say I talk too fast, and I will

tell you this ahead of time and then I
would talk too fast and I felt okay

because I had warned you right? I had
warned you, now in the advertising

industry how many of you guys are
pre-excusing yourselves on technology?

I'm not good at tech, you pre-excuse
yourselves frequently oh that's Bob's

job, oh that's not my generation and so I
would challenge you to set aside those

thoughts if you're pre-excusing a weakness
in technology or pre-excusing yourself

of a weakness in mobile I want you to
stop just stop and today absorb because

I think a lot of the stuff is stuff that
you can do and one of the goals that I

have is to make sure you feel empowered
in how to make these changes. How many of you

guys find the cellphone stressful/? None
of you. How many of you guys have kids

who text at the dinner table and it
pisses you off? Anybody? Show of hands,

seriously. When those young people break
out the text, how many people here text

at the dinner table and find it annoying
that old people tell you not to?

Alright, and interestingly enough from up here
it's not necessarily age divided and

here's why I bring this up - this is
cro-magnon man and this is the book Guns

Germs and Steel, it's a phenomenal book
if you like anthropology really long

reads and you know walks in the park
cro-magnons and we refer to this as the Great

Leap Forward which is 50,000 years ago
40,000 years ago when we became upright

mobile creatures, and if you go back to
that time they all had tools and jewelry

so the last 50,000 years Alice you would
have had one of two things, you would

have had something of value - arrow heads,
tools, jewelry and a method of accessing

something of value, you would have a
hiding place or a key but we go on and

these are the only two things sure
hunters are going to have weapons and

fishermen they're going to have
their fishing gear but the rest of us

are just going to have these two devices
and suddenly from an anthropology

perspective, for the first time there's a
third device. So you guys just told me as

a group that you do not find cellphones
stressful but we as a people have not

had time to evolve I was speaking to a
church group about 150 kids and I'm

making the adults be quiet because some of the adults
were more rambunctious than the kids

and I asked the same question - how many of you
guys like to text at the table and you

know how many the parents dislike it
parents like oh yeah, little Jonny is pissing me off

you know, so I said to
the kids what do you do what do you do

Honestly, what do you do? And their answer to me was
I avoid having dinner with my parents

I avoid having dinner with my
parents. We literally are at a point

where the children are so sociologically
adapted anthropologically adapted to the

cell phone device that they will choose
their culture almost over their family

Let me give you another way - when the
computers came out in the 80s which is

really kind of when they caught on
mainstream it was the first time the

technology went backwards. It was the
first time the kids taught the parents

Right? I mean if you went back 50 years
it wasn't like the 8 year old was

going out and going look dad it's a plow how
hard could it be? I mean that's not how

it went. It went from the parents down, it
always went from the older generation to

the younger generation, and with the
advent of computer for the first time it

went backward well that was kind of a
big deal but it wasn't the end of the

world, it was just how to do stuff, right?
I still can't assemble something from

Ikea. I need my daughter to tell me how.
Once I've done it once I will know how

but what's happening with cell phones
is it's forming a new culture. Facebook's

a new culture, so first it was technology
going backwards, now now they've got a

new culture and they're trying to teach
us their culture, and we're learning it.

So that's, again, that's the first time in the
history of the world. That's the first

time in the history of the world that a culture
is going backward

The young are teaching the old, and that's
kind of a big deal. How long does it take

us to adapt to these things? It takes 25
years, it takes 25 years for new

technology to work its way into a
society and we're about 15 years in.

Now this is the part where you're like, wow I
haven't thought of it that way because

if you think it through this way it both
presents some serious problems, but also some

amazing opportunities. I mean the Model T
was amazing, it had all these options. It

came in black - that was it, and it could
get away with it and the iphone when it

came out was the only touch screen one
multi-touch and it could get away with it.

But it quickly evolved, so we're, let's
say cell phones kind of came out mid 90s

is when you could really afford them,
right, and back then you had the bag - it was

a brick, right? I love watching old Miami
Vice. Don Johnson looked sooo sexy

with that phone, wasn't he? He's got
his shirt undone, he's working the

cell phone. So we've come a long way, now we can
afford the devices but, again, 15 years in

so we have another 10 years of innovation ahead.

How do you, how do you decide what

you're going to do? When you're going to buy a
computer what do

you do? I mean it's tough, people - who here
feels completely comfortable making all

the computer buying decisions by
themselves and doesn't ask anybody?

Alright maybe a quarter of you. The rest of you
guys you ask somebody don't you? You ask

somebody, you ask a dweeb. You ask one
of the nerds who knows all about it

right, you know. In our culture geek is no
longer an insult, it's like it's a

compliment. You ask them, and in the book
Tipping Point by Malcolm Gladwell he

refers to three different people that
require to have something tip over or become

significant, and there you need a sales
person who is basically spreading

knowledge. You need a connector - and the
connector is the woman who is

a stay at home mom and then gets a master's
degree and then starts working in the

executive world and then retires, and
then has a job on the board here and is

also an artist, and she can connect you
with everybody from an 18 year

old skater to the Bass family,
right? Those are the connectors - we

need those people, and we all know - by the way,
who here in the

audience is a connector? Who are the big
connectors here? There's one there. Ok, I'm

gonna help you guys out. There's no
business model - being a connector. It's

great to connect, but you've got to
find ancillary revenue and a lot of

that, because, with the technology.. Sales
people - sales people, we need you too but

we tend to yell at you. Sales people, no, we do, we
do. We've got that one person in our

agency who, when somebody says a good
idea, they email about it to everybody and

then you're like damn they stole my idea.
You know but you were the selfish one who

wasn't sharing idea with everybody.
The salesperson's got this compulsion

to automatically inform of everybody, but what they don't

necessarily do is give you proper credit,
so find that person in your organization

who you think is stealing
ideas, pull them aside to teach them how to

give proper credit to where the idea
came from, where the concept came from, because

you need that sales person inside the
organization and outside your

organization. But the third one is the
maven. The maven is the one who is so compelled

to share information, like I'm a maven - if
I find out something new and cool I have

to tell you. I have to tell you, and if
you were to come back and say well that was

great advice on the pc, here's five bucks
Ed, that's just going to piss me off.

I mean right? It's five dollars, that's not
enough, it's not on the record. I wasn't

asking for five dollars. But you actually
pay mavens back because they obsessively

compulsively have these databases in
their mind, so the way you pay a maven

back is you say you know that advice you
gave me on what phone to buy that was

the right one, or hey I signed up with
Verizon and it doesn't work in my area.

That's how you pay a maven back because

they're compiling that database.

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