Commentary

Mobile Ad Challenges Come From Within

Are we making it too complex for marketers to adopt mobile advertising? asks Laura Marriott, Mobile Marketing Consultant, during a panel on the platform wars. I do not need a panel of experts to answer that question. Yes. Yes. Yes. Forget the multiple programming codes and languages. Forget the hundreds of handset options and handful of operating systems. Carriers, in the past, have not wanted to cooperate for the good of the industry and the benefit of consumers.

In 1999 and early 2000 I worked in marketing for PairGain Technologies, which was acquired by ADC Telecommunications. At that time, carriers horded information, and refused to collaborate with each other and equipment makers even if it meant giving up a little for the benefit of all.

I think carriers have loosened the rope, but they still have a long way to go. So we are seeing third-party developers step in and create applications to workaround this obstacle. Mobile coupons and location-based advertising will catch on, though slow. It's coming for the masses. Sit tight.

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