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.
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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.
