Mobile10: Renate Nyborg
Interviews with key mobile influencers
- Name
- Renate Nyborg
- Role
- Director of Mobile
- Company
- Edelman

What's your app of the moment?

WhaleTrail by UsTwo (out in October) – insanely addictive.
Sonic 4 for iOS – awesome port of the original Sega game

What is your primary phone?

iPhone + SII
Yes that’s two answers
Which mobile startups have you got your eye on?

txteagle.com – unbelievably excited about these guys. Their tech enables brands to reward emerging market consumers with airtime in return for insight/market research. Beyond the opportunity for brands – I’m an ambassador for children’s charity WarChild, and we’re thinking about working with txteagle to gain insight into the effects of war on children. Often the only asset these kids have is a SIM card, and airtime is the killer commodity – so txteagle could be the key to building a real picture of what happens in warzones.

What are you currently working on?

Building the Edelman Mobile practice and developing strategies for current Edelman Digital clients to use mobile as part of their social media/PR strategy. The focus across all campaigns, beyond engagement, is to create a demonstrable effect on their bottom line.

What will be the biggest opportunity in 2012?

Mobile + Social + Digital PR = SHOW ME THE MONEY
Using the London 2012 Olympics to showcase wireless projects on a massive scale
Truly cross-platform experiences

Who are your 3 rockstars in mobile?

Steve Jobs (yeah, yeah) – for creating the infrastructure for developers to deploy and monetize content on a global scale.
Mark Rein – for his vision of mobile, and empowering an Epic Games crack team to develop my favourite mobile game: Infinity Blade.
Ville Vesterinen – because ‘Shadow Cities‘ is the chemical experiment involving mobile, MMORPG and localised gaming I’ve always wanted for Christmas.

Who were you working for 10 years ago?

For the future

Who was/is your best boss?

Marcus Dyer, MD of Edelman Digital, who has an astonishing ability to spot digital opportunities for clients, and support them to drive real innovation within their own businesses – often the biggest challenge. He is also hugely supportive of innovation and new ideas, which takes courage and vision. He’s also a fellow Hospital Records fan, which helps.

Who else should we interview?

Andy Lim – the nicest man in mobile with a million ideas to connect the dots.
Carl Martin – because he's disruptive and really knows his stuff.
Register for one of the upcoming events
What is Mobile10?
The Mobile10 interview is a series of profile pieces on leading global influencers in the mobile sector. Each interviewee is asked to give their viewpoints on new mobile innovations and growth opportunities as well as revealing their own mobile habits over the course of 10 questions.





















