Follow reach and frequency to decide when you invest in mobile – Gary Schwartz, Chair of the MEF was the official broadcast partner for the recent Mobile Innovation Week and this is one of the sessions we had while on location in Toronto.

There is so much packed into this 10-minute session with Gary Schwartz, founder and CEO of Impact Mobile but the key takeaways are very simple: If you are contemplating entering the mobile space with your product or service never think that you can educate your consumer – concentrate on reach and frequency.

Gary offers some great insight for entrepreneurs who are looking to build businesses in mobile: Simplify. Go back to the basics of business and understand what users are doing with mobile and where they are doing it, then offer what they want, when they want it.

Listen to this one a bunch of times – there is so much goodness in here that it deserves it – then come back and let me know what you think.


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About Gary Schwartz
Gary Schwartz

Over the past eight years, Gary has played a leadership role in the mobile industry, running the first cross-carrier short code campaign in North America.

Gary founded the mobile committee for the Interactive Advertising Bureau (IAB) ( in 2006 and has worked to publish literature such as the Mobile Buyer’s Guide help extend the digital buy into mobile (for which he received IAB award for industry excellence in 2009).

Additionally, in 2007, Gary started work to help establish a joint task force between the Mobile Marketing Association (MMA) and the IAB with the aid of the Media Rating Council (MRC) to develop global, auditable mobile measurement standards.

In 2010, Gary was elected as the Chair of the Americas for the Mobile Entertainment Forum (MEF) ( with a remit to develop a Mobile Commerce practice to service brands, retailers and content owners.

Gary is the recipient of the Macromedia People Choice Award as well as the Dodge Foundation award for innovation.

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About the author

Rob Woodbridge

I'm Rob, the founder of and I've spent 14 years immersed in the mobile and pervasive computing world. During this great time I've helped some of the most innovative companies grow their business through mobile. If you are in need of a mobile business advisor or coach, connect with me here to get things rolling.

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