This week Richard was a guest speaker at the IIR Mobile Advertising conference in Amsterdam. He participated on a panel debating the potential of location for leveraging more mobile advertising revenues. In addition to paying attention to context (i.e. location awareness), Richard introduced the importance of knowing people's intentions; since what is happening now is already the past, but what is happening next is the future. And this is very interesting to advertisers because they then have a chance to influence those intentions. He will be summarizing his view of the conference findings in a future post in the Zipi Theory blog.