Carolyn Everson

Monetizing Mobile: Transforming Behavior into Bottom-Line Results

Kara Swisher, Andrew Appel, Carolyn Everson, Jenny Lee, Spencer Rascoff, Sam Yagan

Mobile adoption has reshaped global commerce, with revenue now comprising 82% of major platforms while traditional incumbents struggle against daily disruptors in an economy where users focus on just four apps. China's advanced market distinguishes itself through diverse monetization waves like virtual tipping and mobile real estate, contrasting with the U.S. walled gardens by leveraging open ecosystems and context-aware, location-based services. Experts predict the future will rely on breaking data silos to connect social and physical retail, driven by the dominance of mobile video, the commercial maturation of augmented reality, and voice-activated assistants.