This article is published by Wireless World Magazine in their upcoming March 2007 issue and is part II of the mobile advertising piece I did with Victor Melfi. Part I here. There has been considerable discussion on the subject in the last few months, including at 3GSM in Barcelona. I am sure CTIA will bring its own set of sessions and keynotes addressing the opportunities and challenges.

This series represents our views on the subject. It is a tremendous opportunity not only for mobile but also for advertising industry as a whole. It is also prudent to think outside the narrow “cell phone” box and consider the opportunity for portable devices. Sky is the limit. Of course, there are natural pitfalls for ill-conceived business and technical strategies.