There are certain words used very frequently in marketing meetings that probably mean entirely different things to the individuals sitting around the table. Mobile is one of those words. For some people it means smart phones (but not tablets); for others it means ‘on-the-go’; retailers might be thinking 'in-store'; developers might ponder iOS8 vs Android Lollipop; data-heads may focus on location layers; programmatic fiends may zero in on geo-fencing; while consumers (aka people) might not really make a distinction between one screen and another – it’s all just information. Indeed, Google's data shows that most mobile search is done in the home or at work, as the smartphone is now the first port-of-call that oftens leads to other screens and media. It may be more helpful to think about mobile as the latest stage of computing. This is hardly a radical idea – a quick peek at any analytics tool over the last few years makes that trend clear. However, prepare for further confusion as the terribly-named Internet Of Things takes hold with sensors built into cars, toys, clothes, shelves and even medicine. Increasingly, it only makes sense to talk about specific usage cases for individual sectors and categories. Or in other words - insights. Which is what marketing has always been about.