I did a talk at Mobile Web and Applications yesterday, grandiosely titled, "Capitalising on Popular Culture: the Interplay between Apps and Society". I was looking at places where mobile applications are just starting to go mass-market, with a view to seeing what we could learn from these early examples, and I picked out mapping (in the form of Google Maps) and personal fitness (Nike+ and GymFu) as my reference points.

Many thanks to Jof Arnold of GymFu and Craig Patton of R/GA for their help in preparing this talk. You can find slides and notes here.