I am speaking at mLife this week in Brighton and will be addressing “The Uniqueness of mobile” Abstract : There is no such thing as a mobile strategy or a social media strategy or a digital strategy: there is only strategy. Having a sexy phone in physical form or thousands of applications is not going to make anyone a winner! Whilst not having them means you cannot compete, trust and understanding of the Uniqueness of Mobile in a multi-screen world is key to differentiation, segmentation, margin, growth and survival. Keywords: uniqueness of mobile, multi-screen, trust, reputation, identity, digital footprint, survival, growth, competition, strategy Outline proposition is that FREE is an exchange for you data, as companies use your data to create a 'new business model' this exchange is about our definition of privacy web data is the current FREE model Mobile provides data that the web companies cannot get, this is why Google has woken up to the fact the Mobi