Among the points from the MEX Conference Manifesto:
Understanding users and delivering exceptional customer service is just as important a part of the mobile experience as the latest technology and the size of the marketing budget. It can be the key differentiator for a business. We think too much time and money is invested in getting products to market quickly rather than getting products to market effectively.
Mobile advertising can enhance the user experience if it is relevant and contextual. It can become a tool which benefits rather than distracts the customer. We think it will fail if it interrupts the flow of action on mobile devices and tries to replicate traditional advertising models.