1:20 – Trip Hawkins is just taking the stage right now. Starting off by asking how we make mobile phones a first-rate platform instead of a second rate TV or Nintendo DS.

Transition into talking about the DS. Nintendo could have just put Mario on the device and called it a day, but that would have been a second-rate Mario game. They didn’t do that and DS is number one.

1:23 – So how do we make mobile a first rate platform? It’s all about innovation and execution. Talking about the history of Digital Chocolate, now reaching two full years of experience; “trying to find out which way is up.”

1:25 – DC has 10,000,000 games sold and are without question the number one developer of original IPs (something which most others aren’t even attempting). They’ve moved from 1% to 11% market share – partially by convincing carriers to give deck space to unproven brands.

1:28 – Trip wants DC to be one of the leaders of pure-play mobile companies: i.e. all money that they make goes back into the mobile ecosystem, not other mediums that are competing for the attention of consumers. Now he’s showing average review scores – he’s really trying to push DC as tops in quality (top 3: DC, then Jamdat, then Gameloft).

1:31 – Now he’s showing “Pepsi Challenge” results, where an independent study shows that gamers are far more willing to play DC games, than similar versions from competitors. However, DC has had to fight a lot harder to get on carrier decks, because their competitors are licensing brands. Trips saying that you can’t have high game quality if you’re spending your resources on buying a license instead of making a good game.

1:34 – Bad games like these are only going to drive customers away (he mentions data on the recent World Cup, where the majority of people surveyed would not use mobile services for the next World Cup because it was so terrible this time). Trip wants the industry to improve their execution.

1:36 – DC doesn’t think that the mobile gamer demographic is a “one-size fits all” market. You have to develop games that cater to individual tastes.

1:38 – He’s now calling out those who hate on the mobile gaming industry (read: QuicklyBored), calling attention to growth in Europe and Asia as indicators of how the North American market will be in the next few years. He also mentions how people were also skeptical of SMS and ringtones as well.

1:40 – The mobile market is a casual market, only 5% is hardcore and everybody has a mobile phone. Even the hardcore gamers with mobile phones want casual games on their handsets because they know they can’t get the same experience as on consoles and pcs.