In the course of writing the book, we interviewed several key executives from around the world. 13 of them kindly consented to write an opinion piece for the book. They are from each critical segment of the value chain and from each key geographical region. Chapter 10 of the book – Perspectives is a collection of these 13 opinion pieces. They are:

a) Opportunity for Mobile Advertising – Richard Saggers, Head of Mobile Advertising, Vodafone and EMEA Chairman, MMA

b) Marketing Needs Innovation, Can Mobile Help? – Syl Saller, Global Innovation Director, Diageo

c) Constraining Youths in the Mobile Gateways – Ian Stewart, SVP, MTV Networks International

d) Mobile is the Connective Tissue to Other Media – Joe Doran, GM, Microsoft Advertiser and Publisher Solutions Group

e) Mobile Advertising in India – Mahesh Prasad, President, Reliance Infocomm

f) Delivering the Right Ad at the Right Time – Marianne Marck, VP, Walt Disney Internet Group

g) Global Mobile Advertising Market Development & the (integral) Role of Guidelines – Laura Marriott, President, MMA

h) The Future of Advertising Is in Consumer’s Pocket – Marco Boerries, EVP, Connected Life, Yahoo!

i) Reaching Consumers with Highly Targeted Interactive Mobile Advertising – Omar Javaid, VP MediaFLO, Qualcomm

j) The Coming Age of Mobile Innovation – Harry Santamaki, VP Multimedia, Media Industry, Nokia

k) Mobile: Advertising’s 1st Screen – Maria Mandel, Executive Director, Ogilvy

l) Brand Advertising is Likely to Dominate Mobile Advertising – Ujjal Kohli, CEO, Rhythm New Media

m) Mobile Advertising Measurement – One Sport at Time – Kanishka Agarwal, VP, Nielsen Mobile