1. Google vs. Apple Android vs. iPhone

2. The Mobile marketplace is growing quicker than ever It is being driven by Smartphone uptake The iPhone has helped drive this sudden increase in growth and awareness But - Android will be the operating system in 30 new handsets released in 2010, it’s reach is growing iPhones account for 53% of mobile browsing in Europe

3. Data has always been a major part of online advertising... And Apple and Google have been quietly building portfolios to put themselves at the heart of mobile Recently this rivalry was punctuated by two purchases A new level of even more precise targeting is about to open up to advertisers

4. Apple and Google are now facing off with their mobile touch points, gathering more and more data Nexus One Android Admob Android Marketplace iPhone OSX Quattro Wireless Apple App Store Handset Platform Ad network Distribution iPhone

5. Put simply, consumers will begin to give more and more data to them both... They buy a phone They fill it with content They’re interacting with that content

6. But what does this mean to you?

7. What is already being done? Apple already use purchase information to up sell other products and services. Google stores information based on your web behaviour captured via your Google mail account. They’re geared to using consumers data in order to deliver a better experience to it’s consumers... Google and Apple will provide us with the worlds largest in-app advertising networks

8. What data will they be capturing? Google phones are directly tied to a Google mail login, they’ll have data on web and phone habits Apple know your interests, location, gender and age based on iTunes log-in and app download data What you visit in the phones browsers will show your interests, How you interact with advertising will indicate your mindset, How much you spend on apps will indicate your status, We will be able to target consumers based on all of this They will know your location

9. The battle lines are drawn, but who will win? Us, so long as we do the following... “Start experimenting with mobile, test, refine, repeat,” Sir Martin Sorrell, WPP CEO, 2007