Emerging trends in mobile advertising and marketing

Recently released study from ABI Research projects the mobile advertising and marketing market to reach $3 billion by end 2007 and expand to $19 billion in 2011.
As per the study - "Mobile advertising and marketing is a risky, albeit enticing business Unlike the PC, a mobile device offers a uniquely personalized communications channel. Carriers worldwide have quite a bit of information about their end-users: name, sex, age, geographical location. And depending on the handset and plan their users have purchased, the carriers probably also know something about their economic status and credit record. But they don't like to release this information to third parties because they want to protect and control their customers,"
However, early-adopting brands in the US are still in the process of testing the water. They don't typically allocate a set percentage of their annual budgets to mobile. In turn, major ad agencies are still relatively inexperienced with mobile marketing campaigns, and reluctant to utilize location-based services and technologies such as MMS (Multimedia Messaging Service) and mobile search that are still in the early stages of deployment. This new study also indicates the reluctance of major ad agencies to maximize mobile advertising as part of their campaigns. But they have to rethink the way they do business considering the current market landscape composed of people who are dependent, to a point addicted, on their mobile phones for daily survival.