Panelists agreed that mobile differs from other platforms not only in its ubiquity but in its utility; Berman said the mobile phone is becoming everyone's "alarm clock, wallet, music player" among
other things. "It's becoming the dominant utility," he said. B/c the cell phone is such a powerful and personal device, Nokia's Jeremy Wright said it would change agencies that figure out how to
tailor marketing and advertising to the medium would be able to charge more for their services.
But while mobile phones may be a highly useful utility for people wherever they go, it doesn't
necessarily follow they'll serve as great ad platforms. Utilities historically haven't served as advertising vehicles.
