My more astute readers may remember that about a year ago, I posed the question "what if there is no 'Next Big Thing'?"

Well, my conclusion then was that the Next Big Thing won't be something we buy, it will be something we do.

Well, I put this piece together at work with Scott Curtis, my go-to person to talk to about mobile stuff, about the idea that "mobile" now means different things to the media world and the technology world – that the stuff that the mobile industry is getting excited about at MWC that people will one day be buying isn't the same as the stuff that us lot in media agencies should be getting excited about that people are already doing.

(Its also a reminder that I have a side project I would like to be paying more attention to at the moment...)

"Don’t be fooled: The Next Big Thing is happening right now" at