The term context is all the rage. Mobile devices are always on, always with us, and have access to a wealth of personal and contextual information. They (in theory) know who we are, where we are and who our friends are. The devices themselves are also important as they are grouped into super handy categories that imply usage such as smartphone, tablet, or eBook reader. Many of us believe this presents us with a gold mine of opportunities to create applications, content, and experiences that are uniquely tailored to who we are, what device we're using, and the context we are currently in.

This talk will explore context, whether we actually know what we think we know, and whether we can and should seek to target experiences in this way.