 For mobile, it's all about usability and utility, providing consumers with information and an experience through their device that is most personal to them. People don't go very far from their mobile device. It is a lifeline. The mobile phone is an extension of our brains. We don't function today without it. When a brand can interact with that lifeline and provide value to a consumer, they build a relationship that they've never had before. What we're starting to see now is that people don't so much log into websites for their social connectivity. They are actually downloading social apps. I think everything that we're seeing today, you see Facebook and Google+, everything is really kind of started from the web browser. I think the next wave of this technology really is going to be mobile only. It makes it a lot more challenging for a brand to know exactly where to play, but it also raises the opportunity for very specific channel strategies that allow a direct contact or direct point of communication with those users. We don't remember things without it, and we don't stay connected with people without it. And that's fundamental in how it impacts communication. So I think the future of social and digital really is mobile.