The buzz and talk from yesterday centered around mobile's next wave of creativity. There is a new focus of movement for consumers towards utilitarian services and away from devices simply created for pure beauty. This was demonstrated by the Cannes Lions Gran Prix winner for mobile advertising who created a clever way of condensing books into text messages.
Leveraging mobile as a service was also echoed in our IAB Mobile session on "Liquid Creativity". As consumers migrate from screen to screen and shift from smartphone to tablet to phablet, there is a growing desire for mobile to provide access to useful, relevant information and services more tailored to their needs.
Here are some of my highlights of Day 3: