Making retail transactions easier with mobile technology leads to an increase in the frequency of customer purchases, according to Noah Glass of Gomobo, which allows users to avoid standing in line at restaurants by calling ahead to place their oders. Specifically, Glass says the Gomobo service resulted in a 42% increase in frequency of customer purchases.

Mobile channel being embraced by retailers, to impact that last mile to the sale. The panel sought to go the last ten yards to the sale. How do you get that last ten yards? Going hyper local. Geo-fences! Proximity targeting! Alistair Goodman, CEO, 1020 Placecast, describes retailers using geofences to target ads to drive direct response (get an ad a bout a burger on your phone when you near the burger stand) but more interesting, those that set up geofences at places besides their retail locations, but places where the user might be open to the brand.

Just an interesting observation on how people are so dependent on mobile phones (for whatever it's worth). Hey, I'm the first to admit I open my eyes first thing in the morning, reach over to the nightstand and grab my mobile phone to check email. Elise Neel, VP, marketing solutions at comScore, explains she does the same thing. So, she wonders why advertisers and marketers don't take advantage of that time of day to target consumers? Aside from checking the phone first thing in the morning, she says more consumers are using their mobile phone to access Twitter and …

...is mobile in your cup, according to Elise Neel, VP, Marketing Solutions, comScore. In her presentation at OMMA Mobile she outlined what she calls the Mobile Morning, which may be one of the prime day-parts for mobile. According to comScore research 2 percent of mobile web minutes are browsed between 7 am and 10 pm. So mobile reach flips prime-time on its head.

Brian morel, strategic account director for mobile at Yahoo, led the lunch time keynote, telling attendees at OMMA Mobile that Yahoo collects about 10 terrabytes of consumer information daily from registration information and clickstream data. Yahoo collects the information to give consumers what they want, he says. So, what do consumers want on mobile?: 1) Discover 2) Stay connected 3) Keep informed

Kevin Ryan goes one further: "We could have a whole conversation about real data versus b*llsh*t data," acknowledging the big ironic elephant in the room: new media have taken business from traditional media, partly because of their greater measurability and the traditional media metrics are dismissed "B.S." -- but the new media suffer many of the same problems (no great insight here, I realize -- I just think it's sort of funny).

Josh Lovison from IPG emerging media lab pointed out that mobile ad networks are the drivers behind tech innovations in mobile. Publishers aren't tech companies, so where will the innovations come from. With so much competition between ad nets, its only innovation that will differentiate them. Both of the publishers agreed that they weren't tech companies, but then seemed to say that they had partners or could innovate in house. So, still a valid question. Maybe this is why the Jumptaps of the world do not seem so threatened by online publishers taking more sales inhouse.

If the publisher-ad network relationship in mobile is a marriage, it’s more that of Al and Peg Bundy than the cozy depiction of marriage in the typical 1960s sitcom, says Isobar’s Kevin Ryan. In other words, it’s not happiness ever after. Indeed, publishers and mobile ad network operators failed to get along at the OMMA Mobile conference in Los Angeles on Thursday. Jeff Litvak from the Associated Press indicated that publishers’ early reliance on mobile ad nets has more to do with sales teams that are still unequipped to sell mobile content at a premium, than it does …

Jeff Litvack, GM, Mobile & Emerging Products, The Associated Press said to the mobile ad net reps on stage that "our interests our starting to disalign." He suggested that the most used mobile applications, news and weather -- a good example of that 10 percent of apps which are used on a continuing basis -- were represented on the stage with himself and Josh Schoenberg, Director of Business Development, The Weather Channel Interactive. He then cited the movement for publishers to band together and take back some of the ad network space in mobile. No deal was imminent from the …

There's always that moment of clarity. Moderator Kevin Ryan of WebVisible, in the midst of a discussion about new ideas for ad networks and their advertising clients, observes: "We have a lot of people talking about these neat things, which is the typical model for thought leadership, but is anyone actually putting resources against it?" The consensus of the panelists is yes, in their way: advertisers are definitely spending money on mobile ad networks and mobile in general, but the personnel and money they commit to it are often doubled up with other projects. This allows the advertisers to economize …