This topic covers how mobile usage has changed over the past decade or so and the changes that have taken place in the market as well as how marketing has been defined previously by brand advertising. Where previous brands sat in the middle and the consumer around it, this has changed now where this has been democratised and almost been switched around to the point where the brand is owned by the consumer rather than the company; the consumer is the centre. This is very similar to marketing from a mobile perspective. Therefore, it is important to understand that marketing from a mobile point of view is very different to the traditional method as a lot of the techniques used mobile marketing such as banner adverts can be irrelevant and sometimes can be intrusive to the consumer. In this speech Nic Haralambous talks about mobile usage from a platform perspective. However, mobile marketing can be a very powerful marketing tool if you look at it from a user’s point of view.