Preface Mobile computing has enabled millions of people around the world to do whatever they want anywhere, anytime. Where once you needed at least one computer with an Internet connection to get things done, consumers can now visit their favorite websites using smartphones or tablets small enough to fit in their pocket. Users can also choose the platforms through which they access their data. By far, the most popular are BlackBerry, Android, iOS, and Symbian. This new trend has spawned an entire industry based on creating small but powerful applications for mobile platforms. One of the coolest applications out there is Rippln, an advanced mobile application platform that allows ordinary people to earn money using mobile apps. It is perhaps the first mobile computing platform that rewards users for creating their own social networks. It has the potential to become even bigger than Twitter or Facebook. We will discover Rippln here. Chapter 1 Introduction Rippln enables transparent and open access to social networks and introduces a completely new business model for so-called eyeball capture. With Rippln, mobile users will be aware of the impact of their social networks on the broader market and will be able to profit from it. Transparency is key here because until recently, companies and their apps relied on the influence of their users' social networks. growing their companies through word of mouth, and this influence was never revealed to individual users. Despite the value added by users, current business models have never been included in profit equations. Rippln seeks to bridge the gap between users and profit. It's a rare opportunity to take advantage of... half of the paper......devices running on Android are purchased and activated daily. Mobile Advertising = Mobile Sales Industry experts also predict that advertisers will recognize the power and potential of mobile computing and position themselves to take advantage of the situation. While previously a shopper had to go to a physical store to make a purchase, all they need to do now is go to an online store and pay using their card details. Mobile advertising seeks to bridge this gap by shifting the advancement of decision-making from the physical store to online ads, including coupon apps, web banners and ads embedded in games. Mobile video is also a trend that cannot be ignored and must be leveraged as an integral part of the entire advertising process. Eventually, advertisers will begin to measure mobile performance, with the goal of targeting ads to specific classes of users.