But Bloxham pointed out that however mobile marketing technology and use develops, two key issues will be the user context and privacy. For mobile, "battery life is the white elephant in the room" he pointed. (Oh, there it is, I see it now. ) He points out that the TV, which never has any power-draining issues, is the standard consumers use for judging other platforms. Bloxham also say privacy legislation is coming and it's something marketers should get out in front of by focusing on opt-in rather than opt-out as a standard for programs.
"If you don't think people will opt in, you're making the wrong offer," he said.