MLOVE ConFestival Report 2011

Report 2011
How will Mobile change your Future?

Passion.
Inspiration.
Future of Mobile.

ConFestival 2011
29.06. - 02.07.2011, Schloss Beesenstedt

Set in a 100 room, 19th Century pri- With three days of amazing talks,
vate castle South of Berlin, Germany controversial discussions, fascinat-
over three nights and 2 days, an en- ing workshops the 250+ participants
gaging crowd of global mobile indus- summed up the MLOVE ConFestival
try executives, entrepreneurs and with one major Zeitgeist theme: “The
developers mixed with architects, positive future of society depends on
scientists, musicians and social en- the balance between humanity, tech-
trepreneurs to share and develop nology and commerce.”

”The 2011 MLOVE ConFestival The MLOVE ConFestival 2011
thanks all participants, partners and
cemented its reputation as ‘a TED especially our sponsors:

for mobile’ by spoiling attendees
with three days of inspirational
talks and workshops! – Contagious Magazine

experiences in a highly interactive
format and learn from each other
about the opportunites that mobile
presents today.

The highly interactive format of the MLOVE ConFestival 2011
MLOVE ConFestival is designed to www.mlove.com
create an informal and playful envi- © copyright 2011,
ronment whereby Ideas are not only MLOVE ConFestival UG
discussed but actually developed by
teams of participants in the MLOVE Watch the documentation,
Future Cubes. more interviews and presenta-
tions at www.mlove.tv
Creativity really took off in these Fu-
ture Cubes with a highly interactive
.TV

ideation format. 10 future cubes in-
cluded themes from mobile adver-
tising to sustainability. The results
where remarkable and some have
the potential to be included in future
products or services and to be the
next big thing.

2

MLOVE Report
Mobile will change your future!

”MLOVE shows its potential as – as well as many volunteers; all of
which made it possible to establish
the MLOVE ConFestival. Namaste!
an open innovation format where
In this report we try to summarize cru-
passionate participants become cial topics for the Future of Mobile – as
family during three intense days a much more than a technical platform
or media channel: Mobile is becom-
and nights. ing the remote control for our lives.

MLOVE is challenging innovators
and entrepreneurs to involve critical
The ideas continue to grow in the points of view, to invite participation
and learn from your peers worldwide
MLOVE community beyond the and to become a catalyst for positive
castle walls that act as a catalyst to change to advance mankind.

spark positive change. – Harald Neidhardt We invite you to share this report,
send us your feedback and become
part of MLOVE – as a participant at
MLOVE has established itself an in- our events, as a volunteer or partner
spiring new platform to collaborate and online in our community at www.
and ideate about the Future of Mo- mlove.com.
bile and beyond.
Harald Neidhardt
I am full of gratitude for the amazing Curator & Founder, MLOVE
speakers, a fantastic audience and harald@mlove.com
hardworking team that was support-
ed by great sponsors and partners

© MLOVE ConFestival 2011

3

ConFestival 2011

The MLOVE Zeitgeist:
The positive future of society depends
on the balance between humanity,
technology and commerce.

(Collected and synthethized during the Open Space at MLOVE 2011)


4

Intro
Mobile is the Future

”Passion. Inspiration. Future of Mobile. – MLOVE Theme

Mobile is the power to change Small is beautiful. So is big. It does not
the world in the palm of our matter where you work. All that mat-
hands. ters is your passion and willingness
to work together. This is MLOVE.
Somewhere south of Berlin, 250
passionate individuals from about 20 Mobile is more than
countries gathered in a castle. Over technology.
2 days and 3 nights, we shared ideas
and personal narratives. We listened Mobile has changed the way we
with open minds. We collaborated connect with one another. To fully
without egos and non-disclosure embrace the possibilities of mobile,
agreements. We ate. We drank. We we have to look beyond “applica-
burned things. We danced not just tions” and apply some of the most
until dawn but for hours after the sun basic forms of communication and
came up. to sustain ourselves.


5

Intro
Mobile is analog

Mere hours after arriving to the Bread is one of the building blocks of
MLOVE Castle, we gathered in the civilization. Jane Mason, founder
ballroom and were each given a dif- of Virtuous Bread, uses the simple
ferent percussion instrument. Tam- act of baking to remind us why col-
bourines. Bongos. Maracas. Led laboration is what leads to success.
by REMO’s John Fitzgerald and Each ingredient—together—creates
his cowbell, it did not take long to the ﬁnished product.
overcome the thoughts of “I can’t
do this.” Every single person in the

Getting back to the basics of why
room was contributing equally to the and how we connect is at the heart
astounding energy of a 250-person of MLOVE. The two-day “ConFes-
drum circle. tival” is part TED and part Burning
Man.

Brief, inspirational presentations,
panels, and collaboration sessions in
an intimate, off-the-beaten-path set-
ting bring together a group of inno-
vators from every imaginable place
and background with one shared
commonality—a passion for chang-
ing the world through mobile com-
munications.

There are more mobile phones than
there are toothbrushes, or portable
drinking water. A tool of tremendous
cultural penetration and power. How
can we use mobile to not only fos-
ter our connection to one another,
across language, race, culture, and
age--but also as the change we wish
to see in the world?


6

Inspirational
Jonathan MacDonald

Changing the future begins with “Super Cooperators” - which particu-
changing perceptions and behav- lar behavior is pointed out in a book
iors. Is it easier than we think? “The by Martin Nowak as fundamental in
vital ingredient for success in evolu- the development of mankind.
tion is cooperation,” says Jonathan
MacDonald, Founder of Every Sin- He added that the opportunity here at
gle One Of Us. MLOVE is to use our in-built human
capability, in harmony with each oth-
MLOVE advisory board member er, and with cooperative technology
Jonathan invited the audience to be for the advancement of mankind.

”Namaste: The divinity
within me salutes the divinity
within you. – Jonathan MacDonald


7

Inspirational
Thomas Goetz

“Human behavior is the linchpin of
many of our global problems,” says
Thomas Goetz, Executive Editor
of Wired. “Feedback loops help to
address this behavior in small but
favorable ways – show evidence,
relevance, and consequence.”

”10% is the magic number for
everything. Change behavior by 10%
and change the world. – Thomas Goetz

Thomas presented his Wired (US)
title story (August, 2011)


8

Inspirational
Peter Hale

Small is beautiful. Small can create
extraordinary things. And often it is
the most extraordinary that is ob-
served or created through the simple
desire for joy. “Really small things
can bring immense joy. Personality
goes a long way when it comes to
simple joy,” says Peter Hale, de-
signer & co-founder of GBH.

“Basic ingenuity can bring joy. The
random collisions and the way things
come together can bring joy. Analog
can be joyful—there’s a humanity
and warmth which is often lacking in
digital.” Indeed.

To fully embrace the possibilities of
mobile technology, we need to un-
derstand one thing. And this one
thing must be at the heart of every-
thing we do.

Mobile is nothing if it is not human.

”So what I’m talking about is
ﬁnding joy in simple things by
being thoughtful and making
more of less. – Peter Hale


9

Inspirational
Corvida Raven, Daniel Graf

Technology is not everything – even
those at the forefront of mobile un-
derstand this crucial truth. But mo-
bile technology can change lives,
and the opportunity to do so expands
every day. “It is now entirely possible
to innovate with little to no resourc-
es,” says Daniel Graf, Director of
Google’s Mobile Apps Lab. “This is
evident in the success of tiny start-
The possibilities with mobile are end- ups where there are only one or two
less. Now it is only a question of how creating and developing.”
we put the power of mobile into the
hands of everyone. “Mobile is still a
luxury,” says Corvida Raven, part
of the TED staff and founder of She-
Geeks.net. “We talk of the promise
of mobile, but we need to ensure it is
accessible to everyone.”


10

Health
Adele Waugaman

When disaster strikes, mobile tech- has replaced error-prone, paper-
nology can play a critical role in both based recordkeeping and reduced
rescue and relief efforts. Mobile delay in patient care. It has also led
technology connects three times to improved clinical outcomes and
as many people as landlines. The reduced treatment costs, as well as
United Nations and Vodafone have served as an effective tool for data
joined forces to not only improve di- collection, record access, and the

”Today’s mobile phones are more
tracking of public health outbreaks
and disease.

powerful than the computers used
by NASA in 1969. – Adele Waugaman

saster response through mobile re-
search & innovation, but also to im-
prove global health. Over £15M has
been invested in one of the United mHealth also educates. SMS alerts
Nations Foundations largest joint support public health and behav-
partnerships with the private sector. ioral change campaigns. The more
A result of this partnership, mHealth mobile technology integrates itself
into developing countries, the farther
they go. “Developing nations are the
fastest-growing markets for cellular
phones,” says Adele Waugaman,
Senior Director of the Technology
Partnerships for the United Nations
Foundation. “Of the 5.3B mobile
subscriptions in 2010, 3.5B were in
these countries.”


11

Singularity
Yuri van Geest, Russell Buckley

Encompassing the entire bio-neuro- potentially develop a DNA-based
nano-AI-robots realm, singularity economy,” says van Geest. “The ulti-
also may play the key role in the mate in personalization.”
future of health care. Mobile offers
the potential to go far beyond track- Singularity occurs when humans
ing workout plans or caloric intake. transcend biology, opening up end-
According to Yuri van Geest, ex- less possibilities in artiﬁcial intelli-
ponential growth of technological gence & robotics. One day, everyone
progress will soon go far beyond the could live in the cloud and believe
storage of health data and into the it to be the real world. Considered
world of medical testing. both frightening and thrilling, the

”Making the invisible visible and
controversy surrounding singular-
ity will obviously increase--just as
exponential growth ensures rapid
social. This is planned serendipity. technological advancements. “What
happens when machines decide
– Yuri van Geest
they can do a better job than us?
This occurs only when we create a
It is already possible to manage computer with enough power to cre-
diabetes and test one’s blood for ate another computer,” says Mob-
glucose levels (iGBStar®) through happy’s Russell Buckley. While
the iPhone. Imagine being able to this may not happen in the immedi-
test for HIV, Tuberculosis, and even ate future, it has been nonetheless a
cancer from your phone. Would the fear of humanity since the industrial
power to map at your ﬁngertips lead revolution--but to deny the pursuit of
to a utopian existence or restrictive, such innovation may also prohibit
Gattaca-esque society? “We can human evolution.


12

Sustainability
Bernd Kolb

“The best way to predict the future
is to invent it,” says Bernd Kolb,
founder of the Club of Marrakesh,
an organization of international inno-
vators alive with the entrepreneur-
ial spirit and a ﬁrm commitment to
achieving sustainability through prof-
itability. How can mobile help insure
a strong future for both our ecosys-
tems and economies?

”Ways of being and civilizations
are not static and they are not
invincible no matter how seemingly
pervasive and omnipotent. – Bernd Kolb


13

Sustainability
Michael Bültmann

Large companies need to commit In addition to recycling, Nokia cus-
themselves to not just making mon- tomers in European nations may
ey, but also making a better future download an app focused showing
for our planet. them how to reduce carbon emis-
sions while traveling throughout the
Environmental solutions as strategy continent.
are the core component of Nokia’s
innovation plan. “If you focus on Nokia also strives to improve the
making things better and more sus- lives of those in both developed
tainable, this trickles down to every- and developing countries through
one and everything involved,” says mobile. Nokia Life Tools offer local-
Michael Bültmann, Managing Di-
rector of Nokia GmbH.

Nokia encourages the recycling of
their mobile products, and in the past
10 years have reduced the environ-
mental impact of phone production
by 65%.

”If you focus on making things ization, information, education, and
better and more sustainable, this entertainment. Nokia Money, a suite
of personal ﬁnance tools, has been
trickles down to everyone and successful in both India and several
African nations.
everything involved. – Michael Bültmann


14

Education
Aape Pohjarvirta, E. Tamés

Mobile technology is already altering indispensible classroom tool in both
the way we learn. In many parts of the high schools and universities. What
world today, a young child may grow began as a pilot program with 6 stu-
up in a touch-screen reality. We can dents has now reached over 3000,
improve literacy through ease-of-use and recently won the World Sum-
and engagement. Mobile facilitates mit Award for Best Mobile Learning
collaboration in the classroom, and Model in Latin America. “When we
even students with learning disabili- gave them the phones, they started
ties are beneﬁtting from this shift to interacting. Working together, shar-
a more involved, more cooperative ing, and most importantly discuss-
learning environment. ing,” says Tamés. Mexico is cur-

”This is the ﬁrst time in the history
rently working on implementing the
program nationwide.

of mankind that every single one Transforming content from Finland’s
leading elementary education sys-
of us could change our future if we tem into a mobile application called
Ympyra (Finnish for circle), Aape
knew how to do it. – Aape Pohjarvirta Pohjarvirta seeks to take mobile
learning worldwide. “Look at Mexico.
It works. Mobile has made learning
For the past 3 years, Enrique so scalable, so fast. Do you want to
Tamés Muñoz of the Tecnológico be the reason for the future or an ex-
de Monterrey in Mexico City has cuse,” says Pohjarvirta. “Let’s make
been turning the smart phone into an this dream real.”


15

Japan
Kei Shimada

The very near future of mobile has Japan was also the ﬁrst nation to
already arrived. In Japan. Mobile in- propose universal adoption of LTE
ternet, cameras, and MMS are just a mobile technology. “LTE is the new
few of the innovations that originat- super-mobile network,” says Zoltan
ed here. 9 out of 10 Japanese resi- Bickel, LTE Director for Vodafone
dents use mobile data services—ap- Germany.
proximately 75% of which use their
phones beyond messaging. “Inno- “LTE operates at a lower frequency,
vation is facilitated through revenue offering a larger reach. What appli-
sharing favoring the content provid- cations are possible over this mas-
ers over the mobile carriers,” says sive bandwith have the potential to
Kei Shimada, Founder and CEO change people’s lives.”
of Inﬁnita Inc.

”Japan is a hub for not
only innovation, but long-term
vision. – Kei Shimada

In Japan, your mobile can be used to
improve your golf swing, to calculate
how many steps you take in a day.
It’s an affordable concierge provider
to over 4M. Mobile phones even act
as one’s pass on what is arguably
the world’s most-sophisticated rail
network.

At McDonald’s, not only may you
pay with your phone, you may also
redeem coupons based upon your
purchase history at the register.


16

Japan
Kudo, Mizukawa, Kitamura

“Mobile can reduce limitations and
lead to an increase in communi-
cation. Visual communication re-
duces limitations across the globe,
transcending borders, nations,
cultures, and languages,” says
Takeshi Kudo, Chief Editor of
Team Lab.

In 2010, Dentsu’s Team Lab devel-
oped one of the biggest revelations
in mobile-based augmented reality.
iButterfly Plus made its international
debut at MLOVE. The popular Japa-
nese iPhone app is location-based
AR, where users “catch butterflies.”
Created in Tokyo through Butterfly
Corporation and Dentsu’s Mobile Art
Lab, iButterfly is both a game and
promotional tool encompassing GPS
and motion sensor technology.

iButterfly Plus was launched
exclusivly at MLOVE 2011 by
DENTSU’s Takeshi Mizukawa
and iButterfly CEO, Katsutoshi
Kitamura.


17

Communication
Martin Lange

More than anything and at the high- “Some marketplaces never change,
est level, mobile is about one thing: even if technology has entered,” says
Communication. Whether its how Martin Lange, Executive Market-
we communicate with our friends & ing Director of Mobile@Olgivy.
family, or how brands communicate
their product, communication is at Location is everything in retail and
the heart of each & every marketing now location is in your pocket. It is on
(and mobile) endeavor. your phone. And people still use the
opinions of their peers to make deci-
Communication must be broken sions about the products they want
down into the basics. It does not to buy. The journeys of consumers
matter whether we are talking about are no longer linear. They can begin
fostering connections or commerce. at any time, and companies need to

”Some marketplaces never
adapt and prepare.

change, even if technology has
entered. – Martin Lange


18

Communication
Dr. Bernd Becker

Volkswagen has successfully imple- “Closer and more profitable consum-
mented brand initiatives through er relationships were made possible
taking the sales process online and by innovative usage of digital chan-
mobile. In 2009, the Volkswagen nels,” says Dr. Bernd Becker,
Golf GTI was the first automobile to Head of Consumer Interaction Man-
be launched digitally. Over 5 million agement at Volkswagen Internation-
downloads ensued, making it the top al. “We improved information and
app in 36 countries. 50% of Golf GTI service to both Volkswagen dealers
sales were to new owners, and even and customers.”
more astounding, the cost-per-sale
ratio was 97% less than at traditional
launch.

”Closer and more profitable
consumer relationships were made
possible by innovative usage of
digital channels. – Dr. Bernd Becker Volkswagen desired to further
strengthen the relationship with their
customers. So they gave them a
voice. In car-crazy China, Volkswa-
gen recently asked what kind of car
do you want?

The People’s Car Project launched
in May, creating a social platform
where potential customers could de-
sign the car they wanted to drive—
and help the automaker create “the
Volkswagen model of the future.”
Less than two months later, there
are over 20,000 registered users,
and the car creator option drives
over 50% of traffic to the site.

Personalizing digital relationships
and experiences is key in today’s
marketing strategies. Mobile apps
can help do this, especially when one
considers the average smartphone
user has 30 apps on their phone, 9
of which they have used within the
past month. Just think of the market-
ing possibilities.


19

Music
Chamillionaire

“We’ve seen the tech industry knock Mobile just gives us another way to
down the music industry. Tech is tell stories, and hear the stories of
changing the future,” says Grammy- others. Mobile has given artists new
winning rap artist Chamillionaire. ways to share their art and to con-
“The music industry is a dinosaur nect with their fans.
and they’ve made a lot of mistakes
ignoring technology.”

Mobile has turned the music industry
upside down, but in the end, it is still
about music. And music is the art of
storytelling.

”Mobile has changed the industry,
enabling me to connect directly with
my fans. – Chamillionaire


20

Music
Justin Ellington

Mobile has created an entirely new Mobile not only connects the fan to
sort of jam session. “Digitization has the artist, but to music itself. The way
changed what is deﬁned as collabo- we express ourselves is enhanced
ration. Now you can create across not only by what we listen to on our
distances. Is this better? What
about sharing a physical space and
bouncing ideas off one another,”
says producer & composer Justin
Ellington. “I take your story and I
give it back to you audibly.”

“The new band might look different,
but it’s coming back. Technology
creates immediate opportunities.
Mobile speeds up the process. You phones. Maybe we can’t sing or play
don’t need instruments. Your phone an instrument, but now we can ﬁnd
can make the beats.” the musician within ourselves.

”Technology creates immediate Because we all have a story to tell.

opportunities for music. – Justin Ellington

Music Session Co-Curated by
Beverly W. Jackson


21

This is MLOVE
Opportunities & Passion

This is what MLOVE is all about. Re-
alizing and embracing the opportu-
nities that mobile technology affords
us. Opportunities driven by much
more than proﬁt or ego. Opportuni-
ties driven by the inherent desire
to change the world and empower
those around us, regardless of ge-
ography, language, or culture. End-
less opportunities.

”Namaste.
Endless opportunities which may
be fully realized when we grasp one
simple thing: Passion.


22

Future Cubes
In the Box, Instead of out

What do you need for shaping the with enough room to generate and
future? An old barn with plain white share ideas and that inspires and
walls, some paint, post-its and great stimulates through exploring beyond
minds from all over the world that the comfort zone.
are passionate about mobile com-
munication. In teams attendees developed so-
lutions and creative ideas on how
mobile technology will influence our
thinking about

· advertising
· health
· education
· music & entertainment
· gaming
· sustainability
In the surreal environment of a 115 · data safety/ownership
year old castle’s barn, somewhere · research & development
in Sachsen-Anhalt, Germany, about
250 entrepreneurs, strategists, cre- in the future. During the idea genera-
ative thinkers, innovators and other tion process the focus was solely on
the topic of each cube.

”Future Cubes: Stimulation of The remoteness of the castle barn,
but also the fact that you can freely
cognitive flexibility and motivation use the space and materials around
you without being led by any kind of
to create. – Darja Carl structure stimulates cognitive flex-
ibility and frees up motivation to cre-
visionary MLOVErs took the chal- ate. Cognitive flexibility and motiva-
lenge to imagine, how mobile tech- tion are important resources in an
nology will change our future. ideation process and enhance the
chance of highly original ideas for
Thinking about the future of high-end new products or new ways of using
technology in a barn of a pretty aged mobile technology in the future.
castle seems a rather radical con-
trast at first, but creates its own dy- The process was moderated by
namic in the creative process at this Julia Leihener from Telekom Cre-
very unique event. From research ation Center in Berlin and Jonathan
we know that creative outcomes are MacDonald from EverySingleOneO-
a function of personal abilities and fUs in London. The ideas aimed to
the context, in which we create. In proactively shape the future by dis-
the FUTURE CUBES at MLOVE covering latent customer demands
ConFestival we created an environ- instead of just reacting to well-known
ment that provided the attendees needs.


23

Future Cubes

In the process the groups built up While being known for killing intrinsic
intrinsic motivation, that means that motivation and therefore creativity,
they enjoyed the process of creat- competition can be stimulating, when
ing itself, instead of solely perform- it is integrated within a cooperative
ing due to external pressures. This environment. In the Future Cubes
became evident when after two long attendees chose the topic they were
days and one afternoon of inten- most passionate about and worked
sive working together without many on their ideas together and therefore
breaks they resisted to ﬁnish to stop could beneﬁt form both: collective
working on the projects. Instead they collaboration and the activating ele-
asked for additional time and after ment of competition.
over two hours of idea generation
presented their results in the forum
in the most enthusiastic and inspir-
ing way.

Although the brainstorming in groups
approach is widely-used in organiza-
tions, it falls short in some parts. One
of its downsides is the fact that in a
group discussion only one person
can speak at a time. Finally, four ideas made it to the TOP

”In the Future Cubes, where the
3 neck-to-neck:

WINNER:
communication modes range from - a holistic approach to entertainment
through the integration of a watching
discussing, painting, pinning cards (video), a reading (books), a sound
(song) and a gaming experience (for
to brainmapping and nobody is in- MUSIC & ENTERTAINMENT)

terrupted in his/her own creative RUNNERS-UP:

process. – Darja Carl - a spanning the generations, in-
tegrative approach to education in
schools (for EDUCATION)
To spice this creative exercise up a - an innovative application that ana-
little bit, an MLOVE award was an- lyzes individual stress patterns and
nounced for the best idea. To em- demands and suggests individual
brace one of the MLOVE leading measures for stress reduction (for
principles “It’s about the people” we HEALTH)
let everybody vote, instead of relying - new applications that allow to com-
on a smaller jury. bine technology with human factors
with unlimited possibilities, such as
embanking the spreading of viruses
through early virus detection (for
SINGULARITY)


24

Future Cubes

The winner team received the
MLOVE Future Cube award at the
inaugural award ceremony during
the ﬁnal dinner on Friday. The glass
cube with a ﬂuorescent bulb and an
MLOVE logo is a symbol for gain-
ing new insights personally, as well
as professionally and generating
new, original ideas throughout the
intense program of three full days of
MLOVE.

The unique experience and the feel-
ing of sharing the same values with
people from totally different parts
of the world instantly establishes a
mutual community spirit amongst
MLOVERs. It is frequently described
as family by attendees. This enabling

”Passion, boldness and
environment makes for unique,
rich and unforgettable experience
at MLOVE – Darja Carl
environment, passion for shaping The Future Cubes
the future and the boldness to rely were kindly supported by
on your instincts made the Future
Cubes experience- and even more
than that - the MLOVE experience
unique, rich and unforgettable.

Thank you, MLOVERs!


25

Teen Camp
A Voice for our Future

”.

On April 2011, the Design Thinking During this time, the teams applied
School at the Hasso-Plattner Insti- the Design Thinking process to the
tute in Potsdam has been challenged challenge.
to design an attractive venue for the
teenagers of the MLOVE Confestival First they went through a phase of
that would enable them to actively understanding and observing: with a
create the future of mobile commu- 360 degree Research that included
nication. interviews with the MLOVE partners
and its collaborators; with experts in
With this challenge in mind, two development psychology and mobile
teams of 10 interdisciplinary stu- media; group interviews with teen-
dents, experts in Physics, Cultural agers, questionnaires, participatory
Management, Design, Psychology, observation in museums and other
Film, Economics, Education and cultural venues; internet and biblio-
Multimedia went through a 6 weeks graphical research.
project whose results where part of
the MLOVE TeenCamp 2011.


26

Teen Camp
A Voice for our Future

The goal of the MLOVE Teen camp In the Future, teens wish for more in-
was to provide a fun event for the novation and cheaper rate plans and
teenagers where they can think devices – plus they wish to have an
about the future of mobile communi- undestroyable cell phone and a la-
cation in a playful manner. ser screen instead of a display.

The results of the teen-camp were After three days of MLOVE, observ-
presented in a teen panel on stage ing workshops, speeches, teens and
at the MLOVE ConFestival. adults; speaking to many different
people about their opinions and ex-
pressions, many more insights have

”MLOVE Teen Camp was a blast! been gained that help for a further
development of the MLOVE Teen-
Camp conference design for 2012.
It was awesome to get to know so
The Teencamp Summary
many cool new friends from all
around Europe! – Antonia Neidhardt · MLOVE Teen camp is a changing
life experience.

· The adults loved the teenager in
the open space – more mixed pro-
Insights from MLOVE Teen gramming is desired
Camp
· Parents support the educational
Teenagers use social networks, approach
Chats, SMS and Mails to share their
thoughts, dreams and wishes with · The venue can be even more wild
their best friends. Most teenagers and crazy!
are Smartphone owners.

Teenagers ﬁnd it cool when their
friends have the same Smartphone.

Boys and girls use their Smartphone
and apps differently:

Boys play more games on Smart-
phones than girls do. Girls have a
stronger need to express their feel-
ings with friends on social platforms,
for instance.


27

Speakers
MLOVE ConFestival 2011

Aape Pohjavirta Ariel Greifman
Founder, Chancellor & CEO, Principal Research Analyst,
Ympyra MediaMind

Adele Waugaman Dr. Bernd Becker
Senior Director, Head of Consumer Interaction
Technology Partnership, Management, Volkswagen
United Nations Foundation
Bernd Kolb
Andreas Haug Founder,
Managing Partner, Club of Marrakesh
eVenture Capital Partners
Beverly W. Jackson
Andrew J. Scott Co-Curator, MLOVE Music
Co-Founder, Magical Jaguar Director Marketing & Social Media,
Recording Academy (GRAMMY’s)
Antonia Philippa Neidhardt
Co-Curator, MLOVE Teen Camp Chamillionaire
GRAMMY-Award winning Musician


28

Speakers

Corvida Raven Mike Butcher
Technology Writer & Social Media Editor, TechCrunch Europe
Strategist, Founder and Editor of
SheGeeks.net; TED staff Peter Hale
Designer and co-founder, GBH
Daniel Graf
Director of Mobile Apps Lab, Redg Snodgrass
Google Strategic Alliance / Innovation,
Alcatel-Lucent
Enrique Tamés Muñoz
Dean, School of Humanities, John Fitzgerald Russell Buckley
Tecnológico de Monterrey, Mexico Manager of Recreational Music Editor, MobHappy
Activities, Remo Inc. CMO, Eagle Eye
Ethan Nadel
Co-Curator, Teen Camp Jonathan MacDonald Takashi Kudo
Co-Founder, this fluid world Chief Editor, Team-Lab
Dr. Gunnar Bender Founder, Every Single One Of Us
Head of Corporate Takeshi Mizukawa
Communications, Justin Ellington Planning Director, Dentsu, Japan
E-PLUS Group Composer, Producer
Thomas Goetz
Harald Neidhardt Katsutoshi Kitamura Executive Editor,
Founder of MLOVE, CEO, iButterfly Corporation WIRED Magazine (USA)
Curator, MLOVE ConFestival
Kei Shimada Thomas Mendrina
Izzy Lawrence Founder and CEO, Infinita Inc. Country Manager DACH,
DJ / Radio & TV Presenter / Blogger Admeld
Kendell Rennee Kelly
Jane Mason Esq., Kendell Kelly, P. C. Will Sansom
Baker, writer and Writer & Consultant,
social entrepreneur Martin Lange Contagious Communications
Executive Marketing Director &
Jean Schmitt Global Lead of Mobile@Ogilvy, Yuri van Geest
Mangaging Partner, JoltTech and OgilvyOne Worldwide Founder, Trend8
Venture Partner, Sofinnova Partners
Dr. Michael Bültmann Zoltan Bickel
Managing Director, Nokia GmbH Vodafone Germany, Director LTE

View all speaker presentations at:
www.mlove.tv


29

StartUp & Jury
1. MLOVE StartUp Competition

Winner 2011: Jury:

Booklet Mobile, Berlin Andreas Haug,
Michael von Roeder eVenture Partners

Runners Up: Daniel Graf,
ToothTag, Neuaer, L.A. Google
Dave Mathews
Jean Schmidt,
Pistachio, Berlin JoltTech & Soﬁnnova
Anthony Barba
Mike Butcher,
Privowny, Paris TechCrunch Europe
Hervé Le Jouan
Ralf-Dieter Wagner,
Slick Flick, London Accenture
Maria Constantinescu
Moderated by: Andrew J. Scott


30

An Open Letter to the FTC
Kendell R. Kelly for MLOVE

MLOVE respectfully submitted Here are the details:
these following Comments in
response to the request by “the” FTC guides, generally, are useful be-
following Federal Trade Com- cause they provide consumers with
mission (“FTC” or “Commis- increased certainty in a sometimes
sion”) for proposed revisions turbulent marketplace. They are
to its Guidance to Businesses also helpful to businesses to provide
About Online Advertising (“Dot clarity on how the Commission inter-
Com Disclosures”). prets its authority in a certain area.

MLOVE Ideal Revisions The Dot Com Disclosures were pub-
lished in 2000 and the landscape of
No Regulation or Collaborative – In- advertising and sales on the Inter-
dustry Self Governance is ideal. If net has changed dramatically since
not, then. This dated guidance did not
contemplate the existing mobile
· Rules & Regulations consistent market nor the developing point-of-
with the practices of the rest of the sale and location-based markets
world. that have grown concurrently with
developments in mobile technology.
· Allow for competition and com-
merce to flow throughout the world- Although we understand and wel-
wide mobile marketplace. come the request for Comments, we
believe that past revisions have only
· Clear & Easy User Control Interface resulted in market confusion, and in
(preferably by FTC Standard) over this case we purport that trend would
advertising and marketing delivery, be repeated. From our research, in
including benefits for opting in. the past, the Commission has fa-
vored and encouraged self-regula-
· Consumer has clear understand- tion in emerging markets such as
ing of value proposition relative to the Internet; showing preference to
information sharing and content ac- maintain the standard principles that
ceptance. have guided commerce effectively
for almost three decades.
· Standard Terms and Conditions
paragraph, mandated by the FTC, The stated purpose of the proposed
explaining how to access and use revision is to give the Dot Com Dis-
the above mentioned User Control closures more relevance reflecting
Interface. the changes to the industry since
they were published, but as this area
is still developing new regulations at
this time may have a chilling effect on
United States commerce especially
with nations that have advanced fur-
ther in mobile technology.


31


MLOVE provides a plethora of op- the majority of the online and mobile
portunities for event participants to tech community -- there should be
collaborate, create and plan for our no new regulation. Specifically, in
collective mobile future. regards to mobile, the belief is that
the FTC cannot and should not be-
One such opportunity for intense gin to create additional regulations
exchange and thought is targeted specifically for mobile because the
examination in an MLOVE Future start of regulation will only lead to
Cube. It was there that we brain- further regulation. Mobile advertis-
stormed the implications of revisions ers already face challenges in intro-
to the FTC’s Dot Com Disclosures. ducing new products and services to
Soon our blank slate was colored potential customers -- as technology
with theory and questions -- the re- moves quicker, broader regulations
sult is synopsized and reproduced, can begin to hinder commerce and
with just a few less post-its! advancement. Advertisers under-
stand the current rule - If the disclo-

”If we must be regulated, allow the
sure of information is necessary to
prevent an advertisement from be-
ing deceptive, then it must be clear
online and mobile communities to and conspicuous -- so translating
those rules for effective use on the
regulate ourselves. – Kendell Renee Kelly small screen of a handheld device
should be the extent of change not a
new set of regulations to learn then
conform to.
The MLOVE “FTC Comment” Fu-
ture Cube produced a cross-section The United States online and mobile
of opinions of the mobile commu- communities have already begun to
nity from varied national, cultural regulate themselves and collabo-
and technical backgrounds. From rate with their colleagues across the
Japan to Germany and back to the globe. Organizations such as the
United States, a common thread Word of Mouth Marketing Associa-
that everyone working in the mobile tion (WOMMA), the Mobile Market-
space appears to know is that there ing Association (MMA) and the In-
is much more to come than has cur- teractive Advertising Bureau (IAB)
rently been created, launched or have begun to codify standards and
monetized. This common belief, not best practices across various areas
surprisingly, also ties together the of online and mobile advertising.
MLOVE segment of the mobile com-
munity relative to how they believe These standards are regularly up-
the growing, global mobile market- dated with technological advance-
place should be regulated. ment because they are created by
professionals engaged in the online
As a general rule, the sentiment in and mobile marketing industries ev-
the MLOVE Future Cube reflects eryday. Who better to perfect stan-


32


dards in these emerging areas than that could be caused. The mobile
marketing professionals familiar with market is growing exponential, but
existing Commission regulations and still has a long way to go. Stymying
experts on the new technology? that growth with regulations, espe-
cially those not present for the rest
Self regulation and market correc- of the world, could cripple the US’s
tion has worked in other parts of the ability to participate in global mobile
world (examples submitted to FTC). advancement and the marketplace
associated therewith.
If Commission must impose ad-
ditional regulation, it should think As users move through their day
globally, consider trade implications buying products, “checking-in,” using
of technological advances abroad, wi-fi and the like, thousands of data
the potential for new international points are being transmitted. Those
consumers and do nothing to hinder data points can then be aggregated
commerce. to target marketing pushes based on
the known interests of the consumer,
Worldwide spending on mobile also known as behavioral advertising
advertising is predicted to be US -- preference data collected is paired
$3.3 billion in 2011 then sky rocket with user identifying data then cor-
to $20.6 billion in 2015, driven by related to make suggestions.
search ads and local ads.
The issue of disclosure should be
If the Commission must impose ad- key to any guidance provided rela-
ditional regulations, there should be tive to this type of online and mobile
no additions that interfere with global advertising.
commerce, creativity or competition.
Specifically, consumers should be
“Data is the New Oil.” Clive given clear, conspicuous disclosure
Humby’s quote is the new cliche regarding what is collected, a clear
of the online and mobile industries way to stop the action or modify the
and much like the energy industry, type of data being shared. Ideally,
if unchecked, regulation could be a in order to provide consumers with
financial block to entry into a once easy control over their data, each
thriving open field. In making regu- application collecting data should in-
lations, it is imperative not to favor clude a web or mobile based “User
encumbrance and thus make barri- Control Interface” that allows users
ers to competition so high that new to opt in or out at their leisure.
entrants are excluded or stalwarts
become preferred. Further, any new
rules or regulations should respect Video LINK:
the potential damage to creativity http://www.vimeo.com/25554360


33

Atmosphere
Work Hard.


34

Atmosphere
Play Hard.


35

Media Feedback
TechCrunch, Europe

MLOVE – Trying to figure out The event covered the areas of edu-
the future of mobile, the uni- cation, health, entertainment, com-
verse and… everything munication and – in part because I
insisted – commerce (which ended
Mike Butcher, Editor, Tech- up being a major theme).
Crunch Europe
Meanwhile, a “Teen Camp” lets a
MLOVE has been something of an group of European teenagers spin
underground movement the last up ideas of their own separate to the
couple of years. Billed as a ‘confes- main conference and present their
tival’ it’s more like the kind of three- thoughts at the end. It was a sober-
day off-the-wall workshop with a few ing dose of a teenagers eye-view of
(excellent, mind) keynote speeches the world.
that you might have found happen-
ing in the Mission district during the Speakers included Thomas Goetz,
1960s. There is a lot of high concept Executive Editor of Wired Magazine,
thinking about not just the future of Katsutoshi Kitamura who went over
mobile and its effects on society, but the augmented reality game iBut-
the future of society itself. terfly (try it on your iphone – with
a special MLOVE edition – for first

”…it’s the connections and the time outside of Japan). And Grammy
Award winning Musician Chamillion-
aire talked about his adventures in
conversations that seem to be the tech. A startup competition crowned
Berlin based bookletmobile, which
main win at this event. – Mike Butcher brings booklets to mobile devices
based on location.

In part because MLOVE entertains The event culmates with the MLOVE
just 250 people (only 150 in 2010) Future Cubes, which have to pro-
and its 200 miles form Berlin, you duce 10 themes from the event.
get to interact with the speakers in The resulting conclusion of all this
a way you might not at other confer- workshopping was deep, though
ences. a tad vague: “The positive future
of society depends on the balance
Held in an 18th century castle in the between humanity, technology and
former East Germany, participants, commerce.”
drum to a beat set down by organis-
er Harald Neidhardt (interviewed No matter, it’s the connections and
below), but he is a benign curator, the conversations that seem to be
bringing in speakers from all over the main win at this event.
the world to share their knowledge
of mobile and creativity. Posted here:
http://eu.techcrunch.
com/2011/07/13/mlove-trying-to-
figure-out-the-future-of-mobile-the-
universe-and-everything/


36

Media Feedback
Contagious Magazine

MLOVE ConFestival, perfectly by Dr Bernd Becker - head
A Round Up of consumer interaction manage-
ment at Volkswagen International -
An eclectic selection of develop- who talked through some of the auto
ers, marketers and even venture brand’s most successful mobile ex-
capitalists congregated for the 2011 ecutions.
MLOVE ConFestival last week
Other highlights included a thorough-
Held in an ever-so-slighty delapi- ly engaging talk from Grammy award-
dated, but thoroughly charming 18th winning rapper, Chamillionaire, who
Century castle two hours outside of discussed the importance of putting
Berlin, the 2011 MLOVE ConFestival the fan at the centre of all interactive
cemented its reputation as ‘a TED activity. Katsutoshi Kitamura, CEO
for mobile’ by spoiling attendees of the Butterfly Corporation also in-
with three days of inspirational talks, troduced a special MLOVE edition
workshops and even a live mobile of Contagious’ favourite augmented
start-up pitching competition! reality game, iButterfly +, operating
for first time outside of Japan.
Our very own writer and consultant,
Will Sansom, kicked off proceedings ‘MLOVE shows its potential as an
on day three with a presentation on open innovation format where pas-
Contagious trends and technologies, sionate participants become family
contextualised with some stand- to work even closer in sharing and

”…the 2011 MLOVE ConFestival
learning during three intense days
and nights. The ideas continue to
grow in the MLOVE community be-
cemented its reputation as ‘a TED yond the castle walls that act as a
catalyst to spark positive change’,
for mobile’ by spoiling attendees said Harald Neidhardt, MLOVE
founder and curator of the MLOVE
with three days of inspirational ConFestival.

talks and workshops! – Will Sansom
LINK:
http://www.contagiousmagazine.com/
out mobile campaigns from the last 2011/07/mlove_confestival_2011.php
quarter. He was followed by Martin
Lange - executive marketing director
& global lead of Mobile, OgilvyOne
Worldwide - whose agency perspec-
tive on the importance of research
and data in teasing out relevant con-
sumer insights, was complemented


37

Audience Feedback
MLOVE, I love you

By Ralf Rottmann, 24100.net Thanks god, MLOVE does not suf-
fer from “tech celebrification”. The
MLOVE 2011 is over and somehow I speaker and attendee lineup was
wish, it could have lasted forever. impressive. But it’s not the MG
Sieglers or Michael Arringtons that
Last year, my MLOVE post was titled you meet during MLOVE. In fact, at
“It’s all about the people“. LeWeb 2010 those guys were es-
corted like superstars, as if they had
This year, I struggled finding a head- to escape their audience. At MLOVE,
line, that would potentially express Thomas Goetz the Executive Editor
it even better. I couldn’t. MLOVE for WIRED Magazine and Chamil-
2011 still was all about the people lionaire, a Grammy-winning rapper,
and hopefully that aspect will never could very well end up next to you
change. during dinner or in one of the Fu-
ture Cubes, applying design thinking
Covering the spirit and nature of methodologies to complex problems.
MLOVE in a blog post is virtually im- After all, we’re all just humans and in
possible. You have to be there and this together.
experience it yourself to completely
understand it. Big company names just mean
nothing. The MLOVE team made a

”It’s like coming home. MLOVE is good decision not even printing the
name of the company you belong to
on your badge. At MLOVE whether
a truly international event. People you’ve been sent by a giant telco or

from all over the world gather in the just launched your one-man-pas-
sion-startup, everybody gets treated
MLOVE castle. It always feels like equally. In other words: You get an
audience because of what you have
family. That is a fantastic! – Ralf Rottmann to say, not whom you work for.

What happens at MLOVE, stays at
So this year, here is my unordered MLOVE. During his opening remarks,
list of feelings and observations that Harald Neidhardt put it this way: “We
I’d like to share with you: try to make you leave your comfort
zone. And hopefully find a new one
MLOVE still is the one and only in- here at MLOVE.” And while it takes
dustry event – if one can even name MLOVE newbies some getting used
it like this – that I’d pay for privately to, I’ve never seen so many people
to attend. I’ve had the pleasure to whom I just met opening up like this.
visit SXSW, LeWeb, eComm, NEXT A truly rewarding experience.
Conference, WWDC and many oth-
ers in my professional life. Don’t get
me wrong. Those are great confer-
ences. But they are not family. And
MLOVE sort of is.


38

Audience Feedback
MLOVE, I love you

It’s like coming home. MLOVE is Then there was Bernd Kolb. From
a truly international event. People the MLOVE website: “Kolb left be-
from all over the world gather in hind these accolades [he was a chief
the MLOVE castle. I’m connected executive with German Telekom and
through various Social Networks is the founder of I-D Media, RR] to
with many, but unfortunately, some I work as a ‘social entrepreneur’ and
only see in person once a year. At ‘change agent’ helping to navigate
MLOVE. And it always feels like fam- the complex challenges amongst us
ily. Returning to the castle. Returning and to develop innovative new solu-
to this inspiring group. That is a fan- tions to deal with those challenges.
tastic feeling!
In founding the ‘Club of Marrakesh’,
Though I don’t have any official num- Kolb gathers international thinkers,
bers, MLOVE felt bigger this year. In scientists, politicians and entrepre-
2010 we were a group of approx. neurs to develop integrated ground-
150. The crowd since has grown to breaking projects and to implement
roughly 250. While adding more di- them. The approach is entrepreneur-
verse viewpoints, perspectives and ial in nature and follows the princi-
stories of life is a good thing, I hope ple that sustainability can be only
MLOVE will stay with this size or achieved through profitability.”
even downsize a bit. Why? Because
everybody is worth spending at least Bernd’s talk about the fundamental
some time with. If MLOVE keeps global challenges our planet and so-
growing, you don’t have a chance to ciety are facing and his passion to
spend much time with most of the at- transform the world towards sustain-
tendees but instead risk feeling in a ability was one of those rare defining
constant hurry. moments in life for me.

No corporate BS. Financing an event It’s not, that Bernd presented any
like this without falling into the trap of facts that haven’t been around or
giving sponsors tons of time to pres- available before. It again, was all
ent corporate slides is extremely dif- about the people. I happened to sit
ficult. MLOVE has always been dif- in the first row during Bernd’s talk
ferent in this regard. Even Nokia’s and could literally feel his dedica-
German MD, the company was an tion, passion and strong believe in
MLOVE 2011 sponsor, talked about our ability, to help driving that trans-
sustainability. And donated grass- formation.
land and a wish tree to the MLOVE
castle. I hope that MLOVE will find It was mind blowing, touching and a
a way to keep the balance between wake-up call much deserved.
size and not being 100% dependent
on corporate sponsorship. When Harald thanked Bernd for
contributing this to MLOVE, he could
hardly hold back his tears. The crowd
gave standing ovations.


39

Audience Feedback
MLOVE, I love you

To me, the strong contrast between
Bernd pointing out the global chal-
lenges we all are facing and shortly
thereafter seeing these wonderful,
brilliant young people shaping their
ideas for their future, that made it an
even more intense experience.

And sort of reemphasized our mutual
responsibility and the fact that each
and everyone of us can and must
help. As Aape Pohjavirta put it during
his talk: “We have no excuses.”

Besides this, I think these kids should
go out to German schools and teach
the teachers to teach.

Thank you.

Finally, the MLOVE Teen Camp. I’d like to thank Harald and his won-
Last year, Harald’s daughter Toni derful team for putting this together
Neidhardt gave a talk about the im- and letting us feel their passion.
pact of Mobile to her teen life. At the Back into my home ofﬁce, I hope I
age of 15. It’s available at vimeo and will be able to carry some of it over to
I strongly encourage you to watch it. my professional and private life.

That discussion sparked the idea
of doing a Teen Camp at MLOVE
2011.
Namaste.
http://www.24100.net/2011/07/
On day three the young MLOVErs mlove2011/
from countries all over the world pre-
sented their work. And boy did they
deliver.


40

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Sponsors & Media Partners

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41

Imprint
This report and the MLOVE ConFestival 2011 are
productions of MLOVE ConFestival UG, Hamburg
© copyright 2011, All Rights Reserved
www.mlove.com | info@mlove.com

Harald Neidhardt, Curator & Founder MLOVE
Diana Krüger, Producer
Kateryna Redka, Project Coordinator
Franziska Falke, Executive Assistant
Sebastian Weiss, Creation Online & Mobile
Dr. Robert Daubner, Head of Sponsoring
Felix Wieduwilt, Sponsoring Assistant

Advisory Board MLOVE Team
Stefanie Hoffmann Henning Neidhardt, CI & Design
Jonathan MacDonald Philipp von Roeder, Media Director
René Bellack Cathrin Sonntag, Coordinator
Andrew J. Scott Victor Staf, Photos
Marc O. Schmöger Izzy Lawrence, Resident-DJ
Sehnaz Sensan, Teen Camp
Co Curators
Deniz Julia Güngör
Beverly W. Jackson, Music
Boris Bortchen
Jerome Nadel, Design
Felix Arndt
Kei Shimada, Japan
Ilia Kireev
Toni Neidhardt, TeenCamp
Michael von Roeder
Ethan Nadel, TeenCamp
MLOVE Volunteers
Future Cubes
Daniel Doherty
Jonathan MacDonald
Dominic Travers
Julia Leihener, Telekom Creation Center
Fabian Fabian
Darja Carl
Johannes Georg
Open Space Megan Mitchell
Jonathan MacDonald Miriam Hoppe
Stefanie Hoffmann Nina Blasberg
Paul Endrejat
MLOVE TV Philipp Deprez
Michelle Uhlig, Editor Raphaella Rose
Ralph Hector, Producer Stefan Hanke
Stuart Grifﬁth
ImageThink, Graphic Recording
Heather Willems and the HPI Students, TeenCamp
Nora Herting

Projektil, Visual Art Show MLOVE Report
Roman Beranek Henning Neidhardt, Art Direction
Jonas Staub Harald Neidhardt, Publisher
Martin Fröhlich Melinda Green, Editor
Tobias Gemperli, Clever & Son Kendell Renee Kelly, Editor
Darja Carl, Editor
Tayo Medupin, Contributor
Victor Staf, Photos


42

ConFestival 2012

Feedback, ideas and contact:
feedback@mlove.com

Register Now:
MLOVE Japan 2011
Tokyo, October 29, 2011
www.mlove.com/japan

Save The Date:
Beesenstedt Castle, South of Berlin
June 20-22, 2012
www.mlove.com

MLOVE ConFestival (USA)
Spring 2012

MLOVE ConFestival (Asia)
Fall 2012

For sponsorships and inquires about custom, corporate workshops
please send an email to sponsor@mlove.com

How will mobile change your future?

The MLOVE ConFestival has been named a ‘TED for Mobile’ and a meetup
of the ‘IT avantgarde’ with an engaging and inspiring format in the setting of
a 19th century castle in the former Eastern Germany. The MLOVE ConFes-
tival, focused on innovative mobile opportunities for brands, entertainment
and advertising and the impact of mobile as a social catalyst for positive
change.

The MLOVE ConFestival brings together CEOs, innovators and entrepre-
neurs from across multiple disciplines to share, learn and cross-pollinate
ideas with an array of scientists, artists and other thought leaders. The event
exposes the mobile industry to the best minds outside of mobile to maximize
the opportunity of creating life-changing services and applications that can
impact us all for the better.

The MLOVE tribe started grass roots by an international group of “mobile
passionistas” in 2008. Through MLOVE “camps” in Andorra, Barcelona, San
Francisco, Munich, London, New York and Singapore the agenda for MLOVE
evolved into more than mobile: the goal is to stimulate new ideas and think-
ing which you can apply to your life, your business and to inspire others.

For more information please visit: www.mlove.com | www.mlove.tv

MLOVE ConFestival Report 2011

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