Mobile phone usage is growing fast:

• Globally there are 4bn mobile phones in a population of 6.6bn
• 24% of UK population has a smart phone
• 14m people in the UK connect to the web using their mobile phone
• 23% of all time spent on the web is already spent on mobile phone, equivalent to 32 minutes a day
• 4 million UK consumers visit retailer's websites using mobile internet

More than just apps:

• In Japan, US and UK customers can scan a mobile screen istead of printing off boarding pass for some airlines
• QR (quick response) codes are readable by smartphones, the information encoded can be text, URL or other data
• Think local:  1 in 3 searches have local intent and foursquare and other check-in services are increasingly popular

Google's 4 key principles for success in mobile:

• Be Clear:  develop your mobile strategy
  Are you engaging existing audiences or attracting a new one?  Is it a mobile site or an app?

• Be Ready: don't get left behind
  Is your site ready for mobile content?  is it easy to navigate and convert?

• Be Found: optimise your campaign
  Let people searching know you are are there.  Separate out your mobile campaigns - this will allow you to create campaigns with a specific message

• Be Smart: understand the values of mobile
  Analyse the data from each campaign and put your learnings into the next one

Courtesy of Luke Smith, Senior Industry Manager, Google.