• New York Post, Friday, June 6, 2008 11:15 AM

The New York Post says that Madison Avenue, in particular, is anxiously awaiting the arrival of Apple's new 3G iPhone, hoping the new handset will change the way people use their phones, enabling mobile marketing to finally come good on its promise. So drastically did the first iPhone change user consumption habits, that some advertisers even developed iPhone-specific campaigns. But in the end, the phone's speed proved to be prohibitively slow.

Now, analysts are pretty sure that Apple CEO Steve Jobs will unveil a new high-speed 3G model at an Apple conference next week. The upgrade will make it less frustrating to download movies, videos and Web pages from AT&T's wireless network. "The speed is it now," Steve Carbone, president of North America for digital firm Nurun, which created an iPhone- specific ad campaign for cosmetic company L'Oreal, tells the Post. "That's really the sexy factor."

The upgrade should also come with GPS capability, unearthing a whole host of possibilities for location-based iPhone applications. As David Berkowitz, director of emerging media for digital marketing firm 360i, point out, "From the marketing side, more than the consumer side, there is the promise of location- based targeting. Marketers get really excited about this."

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