Angela Steele,,global account director, starcome worldwide, says there is so far an uptick in mobile spend this year. "It has come through educating client teams. It doesnt happen over night.
we insure that mobile is included early on in the process."
Bryon Morrison, president of Ipsh! says that the agency's evangelism has started to pay off. "Clients come to
us in the last six months saying we have established our budgets, we know how we are going to approach it. In the past mobile was last line item on media mix. It wasn't a core concept. today,
most of the clients we work with recognize that the medium wont go away."
Jim McNamara, CEO, Wasabi mobile, former director of sales channels at sprint mobile media says data will drive
mobile.  "Being able to identify the exact measurement and ensure measurement capabilities, and being able to deliver on that is the key. "Because at end of day it's that reporting which
is where mobile will be judged. ROI. It's highly measurable and that's the inherent promise of mobile. What we saw was that reporiing is what opened the door to what agencies
wanted to know about."