This past July 2013 I had the pleasure of attending and speaking at the North American Market Research in a Mobile World Conference, held in Minneapolis, USA. It was a full house, with reps from nearly 250 MR, Marketing and Technology companies in attendance. The conference was a mix of keynotes with an eye to new ways to the future of mobile in general, a clarion call that mobile is now, not the future, and some exciting ways to use mobile that go way beyond simply transferring computer based online survey to smaller screens.