One of the key issues for mobile developers discussed yesterday at the Social Developer Summit in San Francisco was how to create a better mobile experience by using “social” recipes as it seems to be a great success factor on

the web and social gaming.

Cathy Edwards, CTO and co-founder of Chomp, an application review service, drew the big picture of the mobile challenge for developers.

On mobile, social networks are the best delivery channels to go viral as the cellphone market is very fragmented. You need also to limit “signup walls” if you want to attract new customers, as no one wants to fill out a form anymore. Last but not least, you need to keep people using your application by pushing notifications, but judiciously.

Going viral is exactly what Bump Technologies did with their applications, co-founder Jake Mintz explained: word of mouth was their most effective means of advertising, as opposed to spending a lot on PR and getting no results from it.

The possibility of sharing calendars, contacts or even money by bumping smart phones together was a great value proposition and Bump realized it was highly social. When people socialize, they want to share things, and with smartphones have lot of content with them at all times, so they use Bump which is the simplest technology to do that.

Jason Oberfest, VP of Social Applications at Ngmoco, insisted more on the gaming mechanisms that have to be truly social to be successful. The game developer realized that the more people have friends playing a game, the more they will stay on it and spend time on it. Oberfest also observed that the most relevant metric for social gaming is Daily Active Users (DAUs), the key to monetizing a game.

All these examples of social possibilities confirm the journey from mobile 1.0 to mobile 2.0 is becoming mainstream, a few years after the web made the same move. As is already the case in check-in or mobile P2P payment trends, all future mobile development will include more and more social leveraging.

Strategic Analyst