1. Report 2011How will Mobile change your Future?Passion.Inspiration.Future of Mobile.

2. ConFestival 201129.06. - 02.07.2011, Schloss BeesenstedtSet in a 100 room, 19th Century pri-With three days of amazing talks,vate castle South of Berlin, Germanycontroversial discussions, fascinat-over three nights and 2 days, an en-ing workshops the 250+ participantsgaging crowd of global mobile indus-summed up the MLOVE ConFestivaltry executives, entrepreneurs and with one major Zeitgeist theme: Thedevelopers mixed with architects, positive future of society depends onscientists, musicians and social en-the balance between humanity, tech-trepreneurs to share and developnology and commerce.The 2011 MLOVE ConFestival The MLOVE ConFestival 2011thanks all participants, partners andcemented its reputation as a TED especially our sponsors:for mobile by spoiling attendeeswith three days of inspirationaltalks and workshops! Contagious Magazineexperiences in a highly interactiveformat and learn from each otherabout the opportunites that mobilepresents today.The highly interactive format of theMLOVE ConFestival 2011MLOVE ConFestival is designed towww.mlove.comcreate an informal and playful envi- copyright 2011,ronment whereby Ideas are not onlyMLOVE ConFestival UGdiscussed but actually developed byteams of participants in the MLOVEWatch the documentation,Future Cubes. more interviews and presenta-tions at www.mlove.tvCreativity really took off in these Fu-ture Cubes with a highly interactive.TVideation format. 10 future cubes in-cluded themes from mobile adver-tising to sustainability. The resultswhere remarkable and some havethe potential to be included in futureproducts or services and to be thenext big thing.2 3. MLOVE Report Mobile will change your future!MLOVE shows its potential as as well as many volunteers; all ofwhich made it possible to establishthe MLOVE ConFestival. Namaste!an open innovation format whereIn this report we try to summarize cru-passionate participants becomecial topics for the Future of Mobile asfamily during three intense daysa much more than a technical platformor media channel: Mobile is becom-and nights. ing the remote control for our lives.MLOVE is challenging innovatorsand entrepreneurs to involve criticalThe ideas continue to grow in the points of view, to invite participationand learn from your peers worldwideMLOVE community beyond theand to become a catalyst for positivecastle walls that act as a catalyst tochange to advance mankind.spark positive change. Harald Neidhardt We invite you to share this report,send us your feedback and becomepart of MLOVE as a participant at MLOVE has established itself an in-our events, as a volunteer or partner spiring new platform to collaborateand online in our community at www. and ideate about the Future of Mo- mlove.com. bile and beyond.Harald Neidhardt I am full of gratitude for the amazing Curator & Founder, MLOVE speakers, a fantastic audience and harald@mlove.com hardworking team that was support- ed by great sponsors and partners MLOVE ConFestival 2011 3 4. ConFestival 2011The MLOVE Zeitgeist:The positive future of society dependson the balance between humanity,technology and commerce.(Collected and synthethized during the Open Space at MLOVE 2011) MLOVE ConFestival 2011 4 5. IntroMobile is the FuturePassion. Inspiration. Future of Mobile. MLOVE ThemeMobile is the power to changeSmall is beautiful. So is big. It does notthe world in the palm of our matter where you work. All that mat-hands. ters is your passion and willingness to work together. This is MLOVE.Somewhere south of Berlin, 250passionate individuals from about 20 Mobile is more thancountries gathered in a castle. Over technology.2 days and 3 nights, we shared ideasand personal narratives. We listened Mobile has changed the way wewith open minds. We collaborated connect with one another. To fullywithout egos and non-disclosureembrace the possibilities of mobile,agreements. We ate. We drank. We we have to look beyond applica-burned things. We danced not justtions and apply some of the mostuntil dawn but for hours after the sun basic forms of communication andcame up. to sustain ourselves. MLOVE ConFestival 20115 6. IntroMobile is analogMere hours after arriving to the Bread is one of the building blocks ofMLOVE Castle, we gathered in the civilization. Jane Mason, founderballroom and were each given a dif-of Virtuous Bread, uses the simpleferent percussion instrument. Tam- act of baking to remind us why col-bourines. Bongos. Maracas. Led laboration is what leads to success.by REMOs John Fitzgerald andEach ingredienttogethercreateshis cowbell, it did not take long to the nished product.overcome the thoughts of I cantdo this. Every single person in the Getting back to the basics of whyroom was contributing equally to the and how we connect is at the heartastounding energy of a 250-personof MLOVE. The two-day ConFes-drum circle. tival is part TED and part Burning Man. Brief, inspirational presentations, panels, and collaboration sessions in an intimate, off-the-beaten-path set- ting bring together a group of inno- vators from every imaginable place and background with one shared commonalitya passion for chang- ing the world through mobile com- munications. There are more mobile phones than there are toothbrushes, or portable drinking water. A tool of tremendous cultural penetration and power. How can we use mobile to not only fos- ter our connection to one another, across language, race, culture, and age--but also as the change we wish to see in the world? MLOVE ConFestival 2011 6 7. InspirationalJonathan MacDonaldChanging the future begins withSuper Cooperators - which particu-changing perceptions and behav-lar behavior is pointed out in a bookiors. Is it easier than we think? The by Martin Nowak as fundamental invital ingredient for success in evolu- the development of mankind.tion is cooperation, says JonathanMacDonald, Founder of Every Sin- He added that the opportunity here atgle One Of Us. MLOVE is to use our in-built human capability, in harmony with each oth-MLOVE advisory board memberer, and with cooperative technologyJonathan invited the audience to befor the advancement of mankind.Namaste: The divinitywithin me salutes the divinitywithin you. Jonathan MacDonald MLOVE ConFestival 20117 8. InspirationalThomas GoetzHuman behavior is the linchpin ofmany of our global problems, saysThomas Goetz, Executive Editorof Wired. Feedback loops help toaddress this behavior in small butfavorable ways show evidence,relevance, and consequence.10% is the magic number foreverything. Change behavior by 10%and change the world. Thomas GoetzThomas presented his Wired (US)title story (August, 2011) MLOVE ConFestival 2011 8 9. InspirationalPeter Hale Small is beautiful. Small can create extraordinary things. And often it is the most extraordinary that is ob- served or created through the simple desire for joy. Really small things can bring immense joy. Personality goes a long way when it comes to simple joy, says Peter Hale, de- signer & co-founder of GBH. Basic ingenuity can bring joy. The random collisions and the way things come together can bring joy. Analog can be joyfultheres a humanity and warmth which is often lacking in digital. Indeed. To fully embrace the possibilities of mobile technology, we need to un- derstand one thing. And this one thing must be at the heart of every- thing we do. Mobile is nothing if it is not human.So what Im talking about isnding joy in simple things bybeing thoughtful and makingmore of less. Peter Hale MLOVE ConFestival 2011 9 10. InspirationalCorvida Raven, Daniel Graf Technology is not everything even those at the forefront of mobile un- derstand this crucial truth. But mo- bile technology can change lives, and the opportunity to do so expands every day. It is now entirely possible to innovate with little to no resourc- es, says Daniel Graf, Director of Googles Mobile Apps Lab. This is evident in the success of tiny start-The possibilities with mobile are end- ups where there are only one or twoless. Now it is only a question of how creating and developing.we put the power of mobile into thehands of everyone. Mobile is still aluxury, says Corvida Raven, partof the TED staff and founder of She-Geeks.net. We talk of the promiseof mobile, but we need to ensure it isaccessible to everyone. MLOVE ConFestival 2011 10 11. HealthAdele WaugamanWhen disaster strikes, mobile tech- has replaced error-prone, paper-nology can play a critical role in both based recordkeeping and reducedrescue and relief efforts. Mobile delay in patient care. It has also ledtechnology connects three times to improved clinical outcomes andas many people as landlines. Thereduced treatment costs, as well asUnited Nations and Vodafone haveserved as an effective tool for datajoined forces to not only improve di- collection, record access, and theTodays mobile phones are moretracking of public health outbreaksand disease.powerful than the computers usedby NASA in 1969. Adele Waugamansaster response through mobile re-search & innovation, but also to im-prove global health. Over 15M hasbeen invested in one of the UnitedmHealth also educates. SMS alertsNations Foundations largest joint support public health and behav-partnerships with the private sector. ioral change campaigns. The moreA result of this partnership, mHealth mobile technology integrates itselfinto developing countries, the fartherthey go. Developing nations are thefastest-growing markets for cellularphones, says Adele Waugaman,Senior Director of the TechnologyPartnerships for the United NationsFoundation. Of the 5.3B mobilesubscriptions in 2010, 3.5B were inthese countries. MLOVE ConFestival 201111 12. Singularity Yuri van Geest, Russell Buckley Encompassing the entire bio-neuro- potentially develop a DNA-based nano-AI-robots realm, singularityeconomy, says van Geest. The ulti- also may play the key role in themate in personalization. future of health care. Mobile offers the potential to go far beyond track-Singularity occurs when humans ing workout plans or caloric intake. transcend biology, opening up end- According to Yuri van Geest, ex- less possibilities in articial intelli- ponential growth of technologicalgence & robotics. One day, everyone progress will soon go far beyond the could live in the cloud and believe storage of health data and into theit to be the real world. Considered world of medical testing.both frightening and thrilling, theMaking the invisible visible andcontroversy surrounding singular-ity will obviously increase--just asexponential growth ensures rapidsocial. This is planned serendipity.technological advancements. Whathappens when machines decide Yuri van Geestthey can do a better job than us?This occurs only when we create a It is already possible to manage computer with enough power to cre- diabetes and test ones blood forate another computer, says Mob- glucose levels (iGBStar) throughhappys Russell Buckley. While the iPhone. Imagine being able tothis may not happen in the immedi- test for HIV, Tuberculosis, and even ate future, it has been nonetheless a cancer from your phone. Would thefear of humanity since the industrial power to map at your ngertips leadrevolution--but to deny the pursuit of to a utopian existence or restrictive, such innovation may also prohibit Gattaca-esque society? We can human evolution. MLOVE ConFestival 201112 13. SustainabilityBernd KolbThe best way to predict the futureis to invent it, says Bernd Kolb,founder of the Club of Marrakesh,an organization of international inno-vators alive with the entrepreneur-ial spirit and a rm commitment toachieving sustainability through prof-itability. How can mobile help insurea strong future for both our ecosys-tems and economies?Ways of being and civilizationsare not static and they are notinvincible no matter how seeminglypervasive and omnipotent. Bernd Kolb MLOVE ConFestival 2011 13 14. Sustainability Michael Bltmann Large companies need to commit In addition to recycling, Nokia cus- themselves to not just making mon- tomers in European nations may ey, but also making a better futuredownload an app focused showing for our planet.them how to reduce carbon emis-sions while traveling throughout the Environmental solutions as strategycontinent. are the core component of Nokias innovation plan. If you focus onNokia also strives to improve the making things better and more sus- lives of those in both developed tainable, this trickles down to every- and developing countries through one and everything involved, says mobile. Nokia Life Tools offer local- Michael Bltmann, Managing Di- rector of Nokia GmbH. Nokia encourages the recycling of their mobile products, and in the past 10 years have reduced the environ- mental impact of phone production by 65%.If you focus on making thingsization, information, education, andbetter and more sustainable, this entertainment. Nokia Money, a suiteof personal nance tools, has beentrickles down to everyone and successful in both India and severalAfrican nations.everything involved. Michael Bltmann MLOVE ConFestival 201114 15. EducationAape Pohjarvirta, E. TamsMobile technology is already alteringindispensible classroom tool in boththe way we learn. In many parts of the high schools and universities. Whatworld today, a young child may growbegan as a pilot program with 6 stu-up in a touch-screen reality. We can dents has now reached over 3000,improve literacy through ease-of-use and recently won the World Sum-and engagement. Mobile facilitates mit Award for Best Mobile Learningcollaboration in the classroom, andModel in Latin America. When weeven students with learning disabili-gave them the phones, they startedties are benetting from this shift to interacting. Working together, shar-a more involved, more cooperativeing, and most importantly discuss-learning environment.ing, says Tams. Mexico is cur-This is the rst time in the history rently working on implementing the program nationwide.of mankind that every single one Transforming content from Finlands leading elementary education sys-of us could change our future if wetem into a mobile application called Ympyra (Finnish for circle), Aapeknew how to do it. Aape PohjarvirtaPohjarvirta seeks to take mobile learning worldwide. Look at Mexico. It works. Mobile has made learningFor the past 3 years, Enriqueso scalable, so fast. Do you want toTams Muoz of the Tecnolgico be the reason for the future or an ex-de Monterrey in Mexico City hascuse, says Pohjarvirta. Lets makebeen turning the smart phone into an this dream real. MLOVE ConFestival 2011 15 16. JapanKei ShimadaThe very near future of mobile hasJapan was also the rst nation toalready arrived. In Japan. Mobile in- propose universal adoption of LTEternet, cameras, and MMS are just a mobile technology. LTE is the newfew of the innovations that originat- super-mobile network, says Zoltaned here. 9 out of 10 Japanese resi- Bickel, LTE Director for Vodafonedents use mobile data servicesap-Germany.proximately 75% of which use theirphones beyond messaging. Inno- LTE operates at a lower frequency,vation is facilitated through revenue offering a larger reach. What appli-sharing favoring the content provid-cations are possible over this mas-ers over the mobile carriers, says sive bandwith have the potential toKei Shimada, Founder and CEOchange peoples lives.of Innita Inc.Japan is a hub for notonly innovation, but long-termvision. Kei ShimadaIn Japan, your mobile can be used toimprove your golf swing, to calculatehow many steps you take in a day.Its an affordable concierge providerto over 4M. Mobile phones even actas ones pass on what is arguablythe worlds most-sophisticated railnetwork.At McDonalds, not only may youpay with your phone, you may alsoredeem coupons based upon yourpurchase history at the register. MLOVE ConFestival 2011 16 17. JapanKudo, Mizukawa, KitamuraMobile can reduce limitations andlead to an increase in communi-cation. Visual communication re-duces limitations across the globe,transcendingborders,nations,cultures, and languages, saysTakeshi Kudo, Chief Editor ofTeam Lab.In 2010, Dentsus Team Lab devel-oped one of the biggest revelationsin mobile-based augmented reality.iButtery Plus made its internationaldebut at MLOVE. The popular Japa-nese iPhone app is location-basedAR, where users catch butteries.Created in Tokyo through ButteryCorporation and Dentsus Mobile ArtLab, iButtery is both a game andpromotional tool encompassing GPSand motion sensor technology.iButtery Plus was launchedexclusivly at MLOVE 2011 byDENTSUs Takeshi Mizukawaand iButtery CEO, KatsutoshiKitamura. MLOVE ConFestival 2011 17 18. CommunicationMartin LangeMore than anything and at the high- Some marketplaces never change,est level, mobile is about one thing: even if technology has entered, saysCommunication. Whether its howMartin Lange, Executive Market-we communicate with our friends & ing Director of Mobile@Olgivy.family, or how brands communicatetheir product, communication is atLocation is everything in retail andthe heart of each & every marketing now location is in your pocket. It is on(and mobile) endeavor.your phone. And people still use theopinions of their peers to make deci-Communication must be brokensions about the products they wantdown into the basics. It does not to buy. The journeys of consumersmatter whether we are talking about are no longer linear. They can beginfostering connections or commerce.at any time, and companies need toSome marketplaces neveradapt and prepare.change, even if technology hasentered. Martin Lange MLOVE ConFestival 2011 18 19. Communication Dr. Bernd Becker Volkswagen has successfully imple- Closer and more protable consum- mented brand initiatives through er relationships were made possible taking the sales process online andby innovative usage of digital chan- mobile. In 2009, the Volkswagennels, says Dr. Bernd Becker, Golf GTI was the rst automobile toHead of Consumer Interaction Man- be launched digitally. Over 5 millionagement at Volkswagen Internation- downloads ensued, making it the topal. We improved information and app in 36 countries. 50% of Golf GTI service to both Volkswagen dealers sales were to new owners, and even and customers. more astounding, the cost-per-sale ratio was 97% less than at traditional launch.Closer and more protableconsumer relationships were madepossible by innovative usage ofdigital channels. Dr. Bernd BeckerVolkswagen desired to furtherstrengthen the relationship with theircustomers. So they gave them avoice. In car-crazy China, Volkswa-gen recently asked what kind of cardo you want?The Peoples Car Project launchedin May, creating a social platformwhere potential customers could de-sign the car they wanted to driveand help the automaker create theVolkswagen model of the future.Less than two months later, thereare over 20,000 registered users,and the car creator option drivesover 50% of trafc to the site.Personalizing digital relationshipsand experiences is key in todaysmarketing strategies. Mobile appscan help do this, especially when oneconsiders the average smartphoneuser has 30 apps on their phone, 9of which they have used within thepast month. Just think of the market-ing possibilities. MLOVE ConFestival 201119 20. MusicChamillionaireWeve seen the tech industry knockMobile just gives us another way todown the music industry. Tech is tell stories, and hear the stories ofchanging the future, says Grammy- others. Mobile has given artists newwinning rap artist Chamillionaire. ways to share their art and to con-The music industry is a dinosaurnect with their fans.and theyve made a lot of mistakesignoring technology.Mobile has turned the music industryupside down, but in the end, it is stillabout music. And music is the art ofstorytelling.Mobile has changed the industry,enabling me to connect directly withmy fans. Chamillionaire MLOVE ConFestival 201120 21. Music Justin Ellington Mobile has created an entirely new Mobile not only connects the fan to sort of jam session. Digitization has the artist, but to music itself. The way changed what is dened as collabo- we express ourselves is enhanced ration. Now you can create acrossnot only by what we listen to on our distances. Is this better? What about sharing a physical space and bouncing ideas off one another, says producer & composer Justin Ellington. I take your story and I give it back to you audibly. The new band might look different, but its coming back. Technology creates immediate opportunities. Mobile speeds up the process. Youphones. Maybe we cant sing or play dont need instruments. Your phone an instrument, but now we can nd can make the beats. the musician within ourselves.Technology creates immediate Because we all have a story to tell.opportunities for music. Justin EllingtonMusic Session Co-Curated byBeverly W. Jackson MLOVE ConFestival 201121 22. This is MLOVEOpportunities & PassionThis is what MLOVE is all about. Re-alizing and embracing the opportu-nities that mobile technology affordsus. Opportunities driven by muchmore than prot or ego. Opportuni-ties driven by the inherent desireto change the world and empowerthose around us, regardless of ge-ography, language, or culture. End-less opportunities.Namaste.Endless opportunities which maybe fully realized when we grasp onesimple thing: Passion. MLOVE ConFestival 2011 22 23. Future CubesIn the Box, Instead of outWhat do you need for shaping the with enough room to generate andfuture? An old barn with plain white share ideas and that inspires andwalls, some paint, post-its and greatstimulates through exploring beyondminds from all over the world that the comfort zone.are passionate about mobile com-munication.In teams attendees developed so- lutions and creative ideas on how mobile technology will inuence our thinking about advertising health education music & entertainment gaming sustainabilityIn the surreal environment of a 115 data safety/ownershipyear old castles barn, somewhere research & developmentin Sachsen-Anhalt, Germany, about250 entrepreneurs, strategists, cre- in the future. During the idea genera-ative thinkers, innovators and other tion process the focus was solely on the topic of each cube.Future Cubes: Stimulation ofThe remoteness of the castle barn, but also the fact that you can freelycognitive exibility and motivationuse the space and materials around you without being led by any kind ofto create. Darja Carlstructure stimulates cognitive ex- ibility and frees up motivation to cre-visionary MLOVErs took the chal- ate. Cognitive exibility and motiva-lenge to imagine, how mobile tech- tion are important resources in annology will change our future. ideation process and enhance the chance of highly original ideas forThinking about the future of high-endnew products or new ways of usingtechnology in a barn of a pretty agedmobile technology in the future.castle seems a rather radical con-trast at rst, but creates its own dy- The process was moderated bynamic in the creative process at thisJulia Leihener from Telekom Cre-very unique event. From research ation Center in Berlin and Jonathanwe know that creative outcomes are MacDonald from EverySingleOneO-a function of personal abilities and fUs in London. The ideas aimed tothe context, in which we create. Inproactively shape the future by dis-the FUTURE CUBES at MLOVEcovering latent customer demandsConFestival we created an environ- instead of just reacting to well-knownment that provided the attendees needs. MLOVE ConFestival 2011 23 24. Future CubesIn the Box, Instead of outIn the process the groups built up While being known for killing intrinsicintrinsic motivation, that means thatmotivation and therefore creativity,they enjoyed the process of creat- competition can be stimulating, whening itself, instead of solely perform- it is integrated within a cooperativeing due to external pressures. Thisenvironment. In the Future Cubesbecame evident when after two long attendees chose the topic they weredays and one afternoon of inten- most passionate about and workedsive working together without many on their ideas together and thereforebreaks they resisted to nish to stopcould benet form both: collectiveworking on the projects. Instead theycollaboration and the activating ele-asked for additional time and afterment of competition.over two hours of idea generationpresented their results in the forumin the most enthusiastic and inspir-ing way.Although the brainstorming in groupsapproach is widely-used in organiza-tions, it falls short in some parts. Oneof its downsides is the fact that in agroup discussion only one personcan speak at a time. Finally, four ideas made it to the TOPIn the Future Cubes, where the 3 neck-to-neck: WINNER:communication modes range from - a holistic approach to entertainment through the integration of a watchingdiscussing, painting, pinning cards(video), a reading (books), a sound (song) and a gaming experience (forto brainmapping and nobody is in-MUSIC & ENTERTAINMENT)terrupted in his/her own creativeRUNNERS-UP:process. Darja Carl- a spanning the generations, in- tegrative approach to education in schools (for EDUCATION)To spice this creative exercise up a - an innovative application that ana-little bit, an MLOVE award was an- lyzes individual stress patterns andnounced for the best idea. To em-demands and suggests individualbrace one of the MLOVE leading measures for stress reduction (forprinciples Its about the people weHEALTH)let everybody vote, instead of relying - new applications that allow to com-on a smaller jury. bine technology with human factors with unlimited possibilities, such as embanking the spreading of viruses through early virus detection (for SINGULARITY) MLOVE ConFestival 201124 25. Future CubesIn the Box, Instead of outThe winner team received theMLOVE Future Cube award at theinaugural award ceremony duringthe nal dinner on Friday. The glasscube with a uorescent bulb and anMLOVE logo is a symbol for gain-ing new insights personally, as wellas professionally and generatingnew, original ideas throughout theintense program of three full days ofMLOVE.The unique experience and the feel-ing of sharing the same values withpeople from totally different partsof the world instantly establishes amutual community spirit amongstMLOVERs. It is frequently describedas family by attendees. This enablingPassion, boldness andenvironment makes for unique,rich and unforgettable experienceat MLOVE Darja Carlenvironment, passion for shapingThe Future Cubesthe future and the boldness to rely were kindly supported byon your instincts made the FutureCubes experience- and even morethan that - the MLOVE experienceunique, rich and unforgettable.Thank you, MLOVERs! MLOVE ConFestival 2011 25 26. Teen Camp A Voice for our Future. On April 2011, the Design ThinkingDuring this time, the teams applied School at the Hasso-Plattner Insti- the Design Thinking process to the tute in Potsdam has been challenged challenge. to design an attractive venue for the teenagers of the MLOVE ConfestivalFirst they went through a phase of that would enable them to activelyunderstanding and observing: with a create the future of mobile commu-360 degree Research that included nication. interviews with the MLOVE partners and its collaborators; with experts in With this challenge in mind, twodevelopment psychology and mobile teams of 10 interdisciplinary stu-media; group interviews with teen- dents, experts in Physics, Cultural agers, questionnaires, participatory Management, Design, Psychology, observation in museums and other Film, Economics, Education andcultural venues; internet and biblio- Multimedia went through a 6 weeks graphical research. project whose results where part of the MLOVE TeenCamp 2011. MLOVE ConFestival 201126 27. Teen Camp A Voice for our Future The goal of the MLOVE Teen campIn the Future, teens wish for more in- was to provide a fun event for the novation and cheaper rate plans and teenagers where they can think devices plus they wish to have an about the future of mobile communi-undestroyable cell phone and a la- cation in a playful manner.ser screen instead of a display. The results of the teen-camp wereAfter three days of MLOVE, observ- presented in a teen panel on stage ing workshops, speeches, teens and at the MLOVE ConFestival.adults; speaking to many differentpeople about their opinions and ex-pressions, many more insights haveMLOVE Teen Camp was a blast! been gained that help for a furtherdevelopment of the MLOVE Teen-Camp conference design for 2012.It was awesome to get to know soThe Teencamp Summarymany cool new friends from allaround Europe! Antonia Neidhardt MLOVE Teen camp is a changinglife experience. The adults loved the teenager inthe open space more mixed pro- Insights from MLOVE Teen gramming is desired Camp Parents support the educational Teenagers use social networks, approach Chats, SMS and Mails to share their thoughts, dreams and wishes with The venue can be even more wild their best friends. Most teenagers and crazy! are Smartphone owners. Teenagers nd it cool when their friends have the same Smartphone. Boys and girls use their Smartphone and apps differently: Boys play more games on Smart- phones than girls do. Girls have a stronger need to express their feel- ings with friends on social platforms, for instance. MLOVE ConFestival 201127 28. SpeakersMLOVE ConFestival 2011Aape Pohjavirta Ariel GreifmanFounder, Chancellor & CEO,Principal Research Analyst,YmpyraMediaMindAdele WaugamanDr. Bernd BeckerSenior Director,Head of Consumer InteractionTechnology Partnership, Management, VolkswagenUnited Nations FoundationBernd KolbAndreas HaugFounder,Managing Partner, Club of MarrakesheVenture Capital PartnersBeverly W. JacksonAndrew J. Scott Co-Curator, MLOVE MusicCo-Founder, Magical JaguarDirector Marketing & Social Media,Recording Academy (GRAMMYs)Antonia Philippa NeidhardtCo-Curator, MLOVE Teen Camp ChamillionaireGRAMMY-Award winning Musician MLOVE ConFestival 201128 29. SpeakersMLOVE ConFestival 2011Corvida Raven Mike ButcherTechnology Writer & Social MediaEditor, TechCrunch EuropeStrategist, Founder and Editor ofSheGeeks.net; TED staff Peter HaleDesigner and co-founder, GBHDaniel GrafDirector of Mobile Apps Lab,Redg SnodgrassGoogleStrategic Alliance / Innovation,Alcatel-LucentEnrique Tams MuozDean, School of Humanities, John Fitzgerald Russell BuckleyTecnolgico de Monterrey, MexicoManager of Recreational Music Editor, MobHappyActivities, Remo Inc. CMO, Eagle EyeEthan NadelCo-Curator, Teen Camp Jonathan MacDonaldTakashi KudoCo-Founder, this uid world Chief Editor, Team-LabDr. Gunnar Bender Founder, Every Single One Of UsHead of Corporate Takeshi MizukawaCommunications, Justin EllingtonPlanning Director, Dentsu, JapanE-PLUS GroupComposer, ProducerThomas GoetzHarald NeidhardtKatsutoshi Kitamura Executive Editor,Founder of MLOVE, CEO, iButtery CorporationWIRED Magazine (USA)Curator, MLOVE ConFestivalKei Shimada Thomas MendrinaIzzy Lawrence Founder and CEO, Innita Inc. Country Manager DACH,DJ / Radio & TV Presenter / Blogger AdmeldKendell Rennee KellyJane MasonEsq., Kendell Kelly, P. C.Will SansomBaker, writer and Writer & Consultant,social entrepreneur Martin LangeContagious CommunicationsExecutive Marketing Director &Jean SchmittGlobal Lead of Mobile@Ogilvy, Yuri van GeestMangaging Partner, JoltTech and OgilvyOne Worldwide Founder, Trend8Venture Partner, Sonnova PartnersDr. Michael BltmannZoltan BickelManaging Director, Nokia GmbH Vodafone Germany, Director LTEView all speaker presentations at:www.mlove.tv MLOVE ConFestival 2011 29 30. StartUp & Jury1. MLOVE StartUp CompetitionWinner 2011: Jury:Booklet Mobile, Berlin Andreas Haug,Michael von Roeder eVenture PartnersRunners Up:Daniel Graf,ToothTag, Neuaer, L.A. GoogleDave Mathews Jean Schmidt,Pistachio, BerlinJoltTech & SonnovaAnthony Barba Mike Butcher,Privowny, ParisTechCrunch EuropeHerv Le Jouan Ralf-Dieter Wagner,Slick Flick, LondonAccentureMaria Constantinescu Moderated by: Andrew J. Scott MLOVE ConFestival 201130 31. An Open Letter to the FTCKendell R. Kelly for MLOVEMLOVE respectfully submittedHere are the details:these following Comments inresponse to the request by theFTC guides, generally, are useful be-following Federal Trade Com-cause they provide consumers withmission (FTC or Commis-increased certainty in a sometimession) for proposed revisions turbulent marketplace. They areto its Guidance to Businesses also helpful to businesses to provideAbout Online Advertising (Dotclarity on how the Commission inter-Com Disclosures).prets its authority in a certain area.MLOVE Ideal Revisions The Dot Com Disclosures were pub-lished in 2000 and the landscape ofNo Regulation or Collaborative In-advertising and sales on the Inter-dustry Self Governance is ideal. If net has changed dramatically sincenot,then. This dated guidance did notcontemplate the existing mobile Rules & Regulations consistentmarket nor the developing point-of-with the practices of the rest of the sale and location-based marketsworld.that have grown concurrently withdevelopments in mobile technology. Allow for competition and com-merce to ow throughout the world-Although we understand and wel-wide mobile marketplace.come the request for Comments, webelieve that past revisions have only Clear & Easy User Control Interface resulted in market confusion, and in(preferably by FTC Standard) over this case we purport that trend wouldadvertising and marketing delivery, be repeated. From our research, inincluding benets for opting in.the past, the Commission has fa-vored and encouraged self-regula- Consumer has clear understand-tion in emerging markets such asing of value proposition relative tothe Internet; showing preference toinformation sharing and content ac- maintain the standard principles thatceptance. have guided commerce effectivelyfor almost three decades. Standard Terms and Conditionsparagraph, mandated by the FTC, The stated purpose of the proposedexplaining how to access and userevision is to give the Dot Com Dis-the above mentioned User Controlclosures more relevance reectingInterface.the changes to the industry sincethey were published, but as this areais still developing new regulations atthis time may have a chilling effect onUnited States commerce especiallywith nations that have advanced fur-ther in mobile technology. MLOVE ConFestival 2011 31 32. An Open Letter to the FTCKendell R. Kelly for MLOVEMLOVE provides a plethora of op-the majority of the online and mobileportunities for event participants to tech community -- there should becollaborate, create and plan for ourno new regulation. Specically, incollective mobile future. regards to mobile, the belief is thatthe FTC cannot and should not be-One such opportunity for intensegin to create additional regulationsexchange and thought is targetedspecically for mobile because theexamination in an MLOVE Futurestart of regulation will only lead toCube. It was there that we brain- further regulation. Mobile advertis-stormed the implications of revisions ers already face challenges in intro-to the FTCs Dot Com Disclosures. ducing new products and services toSoon our blank slate was coloredpotential customers -- as technologywith theory and questions -- the re-moves quicker, broader regulationssult is synopsized and reproduced,can begin to hinder commerce andwith just a few less post-its!advancement. Advertisers under-stand the current rule - If the disclo-If we must be regulated, allow thesure of information is necessary toprevent an advertisement from be-ing deceptive, then it must be clearonline and mobile communities toand conspicuous -- so translatingthose rules for effective use on theregulate ourselves. Kendell Renee Kelly small screen of a handheld deviceshould be the extent of change not anew set of regulations to learn thenconform to.The MLOVE FTC Comment Fu-ture Cube produced a cross-sectionThe United States online and mobileof opinions of the mobile commu-communities have already begun tonity from varied national, cultural regulate themselves and collabo-and technical backgrounds. From rate with their colleagues across theJapan to Germany and back to theglobe. Organizations such as theUnited States, a common threadWord of Mouth Marketing Associa-that everyone working in the mobile tion (WOMMA), the Mobile Market-space appears to know is that there ing Association (MMA) and the In-is much more to come than has cur-teractive Advertising Bureau (IAB)rently been created, launched orhave begun to codify standards andmonetized. This common belief, notbest practices across various areassurprisingly, also ties together theof online and mobile advertising.MLOVE segment of the mobile com-munity relative to how they believe These standards are regularly up-the growing, global mobile market-dated with technological advance-place should be regulated.ment because they are created byprofessionals engaged in the onlineAs a general rule, the sentiment in and mobile marketing industries ev-the MLOVE Future Cube reects eryday. Who better to perfect stan- MLOVE ConFestival 2011 32 33. An Open Letter to the FTCKendell R. Kelly for MLOVEdards in these emerging areas thanthat could be caused. The mobilemarketing professionals familiar with market is growing exponential, butexisting Commission regulations and still has a long way to go. Stymyingexperts on the new technology?that growth with regulations, espe-cially those not present for the restSelf regulation and market correc-of the world, could cripple the USstion has worked in other parts of the ability to participate in global mobileworld (examples submitted to FTC).advancement and the marketplaceassociated therewith.If Commission must impose ad-ditional regulation, it should thinkAs users move through their dayglobally, consider trade implications buying products, checking-in, usingof technological advances abroad, wi- and the like, thousands of datathe potential for new international points are being transmitted. Thoseconsumers and do nothing to hinderdata points can then be aggregatedcommerce. to target marketing pushes based onthe known interests of the consumer,Worldwide spending on mobilealso known as behavioral advertisingadvertising is predicted to be US -- preference data collected is paired$3.3 billion in 2011 then sky rocketwith user identifying data then cor-to $20.6 billion in 2015, driven by related to make suggestions.search ads and local ads.The issue of disclosure should beIf the Commission must impose ad- key to any guidance provided rela-ditional regulations, there should be tive to this type of online and mobileno additions that interfere with global advertising.commerce, creativity or competition.Specically, consumers should beData is the New Oil. Clivegiven clear, conspicuous disclosureHumbys quote is the new cliche regarding what is collected, a clearof the online and mobile industries way to stop the action or modify theand much like the energy industry,type of data being shared. Ideally,if unchecked, regulation could be a in order to provide consumers withnancial block to entry into a once easy control over their data, eachthriving open eld. In making regu- application collecting data should in-lations, it is imperative not to favorclude a web or mobile based Userencumbrance and thus make barri-Control Interface that allows usersers to competition so high that new to opt in or out at their leisure.entrants are excluded or stalwartsbecome preferred. Further, any newrules or regulations should respect Video LINK:the potential damage to creativityhttp://www.vimeo.com/25554360 MLOVE ConFestival 201133 34. AtmosphereWork Hard. MLOVE ConFestival 201134 35. AtmospherePlay Hard. MLOVE ConFestival 201135 36. Media Feedback TechCrunch, Europe MLOVE Trying to gure outThe event covered the areas of edu- the future of mobile, the uni- cation, health, entertainment, com- verse and everythingmunication and in part because Iinsisted commerce (which ended Mike Butcher, Editor, Tech-up being a major theme). Crunch EuropeMeanwhile, a Teen Camp lets a MLOVE has been something of an group of European teenagers spin underground movement the lastup ideas of their own separate to the couple of years. Billed as a confes-main conference and present their tival its more like the kind of three- thoughts at the end. It was a sober- day off-the-wall workshop with a few ing dose of a teenagers eye-view of (excellent, mind) keynote speeches the world. that you might have found happen- ing in the Mission district during the Speakers included Thomas Goetz, 1960s. There is a lot of high conceptExecutive Editor of Wired Magazine, thinking about not just the future ofKatsutoshi Kitamura who went over mobile and its effects on society, but the augmented reality game iBut- the future of society itself.tery (try it on your iphone witha special MLOVE edition for rstits the connections and thetime outside of Japan). And GrammyAward winning Musician Chamillion-aire talked about his adventures inconversations that seem to be the tech. A startup competition crownedBerlin based bookletmobile, whichmain win at this event. Mike Butcherbrings booklets to mobile devicesbased on location. In part because MLOVE entertains The event culmates with the MLOVE just 250 people (only 150 in 2010) Future Cubes, which have to pro- and its 200 miles form Berlin, you duce 10 themes from the event. get to interact with the speakers in The resulting conclusion of all this a way you might not at other confer- workshopping was deep, though ences. a tad vague: The positive futureof society depends on the balance Held in an 18th century castle in thebetween humanity, technology and former East Germany, participants, commerce. drum to a beat set down by organis- er Harald Neidhardt (interviewed No matter, its the connections and below), but he is a benign curator,the conversations that seem to be bringing in speakers from all over the main win at this event. the world to share their knowledge of mobile and creativity.Posted here:http://eu.techcrunch.com/2011/07/13/mlove-trying-to-gure-out-the-future-of-mobile-the-universe-and-everything/ MLOVE ConFestival 2011 36 37. Media Feedback Contagious Magazine MLOVE ConFestival,perfectly by Dr Bernd Becker - head A Round Upof consumer interaction manage- ment at Volkswagen International - An eclectic selection of develop- who talked through some of the auto ers, marketers and even venture brands most successful mobile ex- capitalists congregated for the 2011ecutions. MLOVE ConFestival last week Other highlights included a thorough- Held in an ever-so-slighty delapi-ly engaging talk from Grammy award- dated, but thoroughly charming 18th winning rapper, Chamillionaire, who Century castle two hours outside of discussed the importance of putting Berlin, the 2011 MLOVE ConFestivalthe fan at the centre of all interactive cemented its reputation as a TED activity. Katsutoshi Kitamura, CEO for mobile by spoiling attendees of the Buttery Corporation also in- with three days of inspirational talks, troduced a special MLOVE edition workshops and even a live mobileof Contagious favourite augmented start-up pitching competition!reality game, iButtery +, operating for rst time outside of Japan. Our very own writer and consultant, Will Sansom, kicked off proceedings MLOVE shows its potential as an on day three with a presentation on open innovation format where pas- Contagious trends and technologies, sionate participants become family contextualised with some stand- to work even closer in sharing andthe 2011 MLOVE ConFestival learning during three intense days and nights. The ideas continue to grow in the MLOVE community be-cemented its reputation as a TEDyond the castle walls that act as a catalyst to spark positive change,for mobile by spoiling attendeessaid Harald Neidhardt, MLOVE founder and curator of the MLOVEwith three days of inspirational ConFestival.talks and workshops! Will Sansom LINK: http://www.contagiousmagazine.com/ out mobile campaigns from the last2011/07/mlove_confestival_2011.php quarter. He was followed by Martin Lange - executive marketing director & global lead of Mobile, OgilvyOne Worldwide - whose agency perspec- tive on the importance of research and data in teasing out relevant con- sumer insights, was complemented MLOVE ConFestival 2011 37 38. Audience FeedbackMLOVE, I love youBy Ralf Rottmann, 24100.net Thanks god, MLOVE does not suf-fer from tech celebrication. TheMLOVE 2011 is over and somehow Ispeaker and attendee lineup waswish, it could have lasted forever. impressive. But its not the MGSieglers or Michael Arringtons thatLast year, my MLOVE post was titled you meet during MLOVE. In fact, atIts all about the people.LeWeb 2010 those guys were es-corted like superstars, as if they hadThis year, I struggled nding a head- to escape their audience. At MLOVE,line, that would potentially expressThomas Goetz the Executive Editorit even better. I couldnt. MLOVE for WIRED Magazine and Chamil-2011 still was all about the people lionaire, a Grammy-winning rapper,and hopefully that aspect will nevercould very well end up next to youchange. during dinner or in one of the Fu-ture Cubes, applying design thinkingCovering the spirit and nature of methodologies to complex problems.MLOVE in a blog post is virtually im- After all, were all just humans and inpossible. You have to be there andthis together.experience it yourself to completelyunderstand it.Big company names just meannothing. The MLOVE team made aIts like coming home. MLOVE isgood decision not even printing thename of the company you belong toon your badge. At MLOVE whethera truly international event. People youve been sent by a giant telco orfrom all over the world gather in the just launched your one-man-pas-sion-startup, everybody gets treatedMLOVE castle. It always feels likeequally. In other words: You get anaudience because of what you havefamily. That is a fantastic! Ralf Rottmannto say, not whom you work for.What happens at MLOVE, stays atSo this year, here is my unorderedMLOVE. During his opening remarks,list of feelings and observations thatHarald Neidhardt put it this way: WeId like to share with you: try to make you leave your comfortzone. And hopefully nd a new oneMLOVE still is the one and only in- here at MLOVE. And while it takesdustry event if one can even name MLOVE newbies some getting usedit like this that Id pay for privately to, Ive never seen so many peopleto attend. Ive had the pleasure to whom I just met opening up like this.visit SXSW, LeWeb, eComm, NEXTA truly rewarding experience.Conference, WWDC and many oth-ers in my professional life. Dont getme wrong. Those are great confer-ences. But they are not family. AndMLOVE sort of is. MLOVE ConFestival 2011 38 39. Audience FeedbackMLOVE, I love youIts like coming home. MLOVE isThen there was Bernd Kolb. Froma truly international event. Peoplethe MLOVE website: Kolb left be-from all over the world gather inhind these accolades [he was a chiefthe MLOVE castle. Im connectedexecutive with German Telekom andthrough various Social Networksis the founder of I-D Media, RR] towith many, but unfortunately, some I work as a social entrepreneur andonly see in person once a year. At change agent helping to navigateMLOVE. And it always feels like fam- the complex challenges amongst usily. Returning to the castle. Returningand to develop innovative new solu-to this inspiring group. That is a fan-tions to deal with those challenges.tastic feeling! In founding the Club of Marrakesh,Though I dont have any ofcial num- Kolb gathers international thinkers,bers, MLOVE felt bigger this year. Inscientists, politicians and entrepre-2010 we were a group of approx.neurs to develop integrated ground-150. The crowd since has grown tobreaking projects and to implementroughly 250. While adding more di- them. The approach is entrepreneur-verse viewpoints, perspectives and ial in nature and follows the princi-stories of life is a good thing, I hopeple that sustainability can be onlyMLOVE will stay with this size orachieved through protability.even downsize a bit. Why? Becauseeverybody is worth spending at least Bernds talk about the fundamentalsome time with. If MLOVE keeps global challenges our planet and so-growing, you dont have a chance tociety are facing and his passion tospend much time with most of the at- transform the world towards sustain-tendees but instead risk feeling in aability was one of those rare deningconstant hurry.moments in life for me.No corporate BS. Financing an eventIts not, that Bernd presented anylike this without falling into the trap of facts that havent been around orgiving sponsors tons of time to pres-available before. It again, was allent corporate slides is extremely dif- about the people. I happened to sitcult. MLOVE has always been dif-in the rst row during Bernds talkferent in this regard. Even Nokiasand could literally feel his dedica-German MD, the company was antion, passion and strong believe inMLOVE 2011 sponsor, talked about our ability, to help driving that trans-sustainability. And donated grass- formation.land and a wish tree to the MLOVEcastle. I hope that MLOVE will nd It was mind blowing, touching and aa way to keep the balance betweenwake-up call much deserved.size and not being 100% dependenton corporate sponsorship.When Harald thanked Bernd for contributing this to MLOVE, he could hardly hold back his tears. The crowd gave standing ovations. MLOVE ConFestival 2011 39 40. Audience FeedbackMLOVE, I love youTo me, the strong contrast betweenBernd pointing out the global chal-lenges we all are facing and shortlythereafter seeing these wonderful,brilliant young people shaping theirideas for their future, that made it aneven more intense experience.And sort of reemphasized our mutualresponsibility and the fact that eachand everyone of us can and musthelp. As Aape Pohjavirta put it duringhis talk: We have no excuses.Besides this, I think these kids shouldgo out to German schools and teachthe teachers to teach.Thank you.Finally, the MLOVE Teen Camp. Id like to thank Harald and his won-Last year, Haralds daughter Toni derful team for putting this togetherNeidhardt gave a talk about the im- and letting us feel their passion.pact of Mobile to her teen life. At the Back into my home ofce, I hope Iage of 15. Its available at vimeo andwill be able to carry some of it over toI strongly encourage you to watch it. my professional and private life.That discussion sparked the ideaof doing a Teen Camp at MLOVE2011.Namaste.http://www.24100.net/2011/07/On day three the young MLOVErsmlove2011/from countries all over the world pre-sented their work. And boy did theydeliver. MLOVE ConFestival 201140 41. PartnersSponsors & Media Partners THE NEXT WEB Pfade MLOVE ConFestival 2011 41 42. MLOVE ConFestival 2011ImprintThis report and the MLOVE ConFestival 2011 areproductions of MLOVE ConFestival UG, Hamburg copyright 2011, All Rights Reservedwww.mlove.com | info@mlove.comHarald Neidhardt, Curator & Founder MLOVEDiana Krger, ProducerKateryna Redka, Project CoordinatorFranziska Falke, Executive AssistantSebastian Weiss, Creation Online & MobileDr. Robert Daubner, Head of SponsoringFelix Wieduwilt, Sponsoring AssistantAdvisory BoardMLOVE TeamStefanie Hoffmann Henning Neidhardt, CI & DesignJonathan MacDonaldPhilipp von Roeder, Media DirectorRen BellackCathrin Sonntag, CoordinatorAndrew J. Scott Victor Staf, PhotosMarc O. SchmgerIzzy Lawrence, Resident-DJSehnaz Sensan, Teen CampCo CuratorsDeniz Julia GngrBeverly W. Jackson, MusicBoris BortchenJerome Nadel, DesignFelix ArndtKei Shimada, JapanIlia KireevToni Neidhardt, TeenCampMichael von RoederEthan Nadel, TeenCampMLOVE VolunteersFuture CubesDaniel DohertyJonathan MacDonaldDominic TraversJulia Leihener, Telekom Creation CenterFabian FabianDarja CarlJohannes GeorgOpen SpaceMegan MitchellJonathan MacDonaldMiriam HoppeStefanie Hoffmann Nina BlasbergPaul EndrejatMLOVE TVPhilipp DeprezMichelle Uhlig, EditorRaphaella RoseRalph Hector, ProducerStefan HankeStuart GrifthImageThink, Graphic RecordingHeather Willems and the HPI Students, TeenCampNora HertingProjektil, Visual Art ShowMLOVE ReportRoman Beranek Henning Neidhardt, Art DirectionJonas Staub Harald Neidhardt, PublisherMartin Frhlich Melinda Green, EditorTobias Gemperli, Clever & Son Kendell Renee Kelly, EditorDarja Carl, EditorTayo Medupin, ContributorVictor Staf, Photos MLOVE ConFestival 201142 43. ConFestival 2012Feedback, ideas and contact:feedback@mlove.comRegister Now:MLOVE Japan 2011Tokyo, October 29, 2011www.mlove.com/japanSave The Date:MLOVE ConFestival 2012Beesenstedt Castle, South of BerlinJune 20-22, 2012www.mlove.comMLOVE ConFestival (USA)Spring 2012MLOVE ConFestival (Asia)Fall 2012For sponsorships and inquires about custom, corporate workshopsplease send an email to sponsor@mlove.comHow will mobile change your future?The MLOVE ConFestival has been named a TED for Mobile and a meetupof the IT avantgarde with an engaging and inspiring format in the setting ofa 19th century castle in the former Eastern Germany. The MLOVE ConFes-tival, focused on innovative mobile opportunities for brands, entertainmentand advertising and the impact of mobile as a social catalyst for positivechange.The MLOVE ConFestival brings together CEOs, innovators and entrepre-neurs from across multiple disciplines to share, learn and cross-pollinateideas with an array of scientists, artists and other thought leaders. The eventexposes the mobile industry to the best minds outside of mobile to maximizethe opportunity of creating life-changing services and applications that canimpact us all for the better.The MLOVE tribe started grass roots by an international group of mobilepassionistas in 2008. Through MLOVE camps in Andorra, Barcelona, SanFrancisco, Munich, London, New York and Singapore the agenda for MLOVEevolved into more than mobile: the goal is to stimulate new ideas and think-ing which you can apply to your life, your business and to inspire others.For more information please visit: www.mlove.com | www.mlove.tv