Simon Kahn, Head of Marketing for Google in Asia Pacific, has experienced first-hand the dramatic changes in the playbook for doing business there. In the past, Westerners did the talking, and Asians were listening; now it is a two-way conversation, with many of the most innovative ideas originating in Asia and then coming to the West. This transformative situation reflects the massive shift in economic status in places like Vietnam, India, Indonesia, Singapore and of course, China. Simon sees major opportunities for Western companies who want to be players in this move from “mobile first” to “mobile only,” involving millions of individuals who have never used a laptop and operate exclusively—for both work and social life—on mobile phones. He’ll explain the “micro moments” opportunities every company needs to make central to its marketing strategy in Asia.