Peter Birch: I think we will see more and more advertisers embracing the medium. I think text will remain the key driver in the short term which can deliver a quick and easy response. Over time we will witness more and more advertisers using mobile as a means of delivering a deeper brand dialogue.

Steve Procter: Mobile marketing is set to explode over the next 12 to 18 months. We are getting increasing interest from brands and agencies keen to incorporate mobile into the marketing mix and is not a trend we see dying down anytime soon.

Reinhold Van Ackeren: Mobile marketing is included into the marketing portfolio of more and more leading companies. But still promotions are mainly limited to campaigns like “text to win” and “download free ringtones, wallpapers screensavers etc.” This underachieves the potential of the mobile channel.

Geoff Morley: Mobile advertising will be offered through models that mean it becomes a viable advertising medium. Media owners will wake up to the opportunity!

Marc Lewis: A 30 second television campaign will break on mobile before being aired on TV, going viral. ITV and The Light Agency will make a major announcement enabling TV viewers to interact with television commercials via mobile to receive money off coupons. The World Cup will bring enormous traffic to mobile, with lots of fantastic mobile marketing opportunities.

Ramesh Kumar: Creation of mobile advertising inventory across the various concepts to allow agencies to sell inventory and for brands to divert money towards mobile marketing.

Tony Bean: The mobile will rapidly become an integral part of brands’ overall communication strategies, offering high quality pull response from traditional advertising.

* For even more exclusive predictions join our panelists at the Mobile Marketing Summit, Visit www.mformobile.com/mms

Peter Birch: It needs to be quick and easy to implement. ITV have launched a product which can be used over all media and uses a short code which all the major networks carry. We offer a full service including production and reporting as well as 10,000 free responses. This one stop shop offering is vital as it must be easy to buy if advertisers are to use it.

Steve Procter: If mobile is to become an established part of the marketing mix it is essential time and money are invested in making it work. Tagging it on to the end of a traditional marketing campaign without taking time to think about how it can enhance the overall campaign will only ever deliver limited results. Rather, in order to realize the full CRM and brand awareness results the medium can deliver savvy marketing managers must integrate it into their campaigns from the off set.

Reinhold Van Ackeren: To take the step from nice and funny promotions to those Mobile Marketing activities that supports the core business of consumer brands (Sales and CRM orientation)

Geoff Morley: The industry needs common development and platform standards to enable mass consumer up-take. Operators need to offer a “data” cost model that replicates an “all you can eat” model offered by most ISP’s.

Marc Lewis: Quite simply, Ubiquity of technologies, Vision of creative agencies and Pricing from carriers.

Ramesh Kumar: The revenue from campaigns or the lack of mobile inventory to sell is relegating the mobile marketing sector into a small industry.

Tony Bean: Firstly, technology supplier to agencies, strategic mobile consultants to clients, or licensed platform for delivery. Secondly, mobile is a complex environment to develop and design in, usability is the key – I hope that clients recognise this. Poor execution damages brands…

* To discover the answers to these challenges join our panelists at the Mobile Marketing Summit – click here for more information: www.mformobile.com/mms

Peter Birch: That creatives embrace the medium to its full potential – offering exclusive and quality mobile content. If the user has a good experience they will continue to use it.

Steve Procter: My two big hopes for mobile marketing are that the industry regulates itself responsibly and delivers consistently high quality campaigns that adhere to the guidelines set out by bodies such as the MMA. The other is that mobile marketing is not seen merely as a text to win, quick hit sales tool by brand managers. To limit its potential to something so basic would be a real travesty for an industry that is proving it is possible to push the boundaries of technology while simultaneously delivering creative, workable marketing solutions which make a difference to the bottom line.

Reinhold Van Ackeren: The mobile channel has dedicated value-add that can be used to drive e.g. data mining, CRM, location based marketing, better marketing controlling, personalization etc. These must be integrated into strategic campaigns beyond “branded ringtones and pictures”

Geoff Morley: That operators and handset manufacturers around the world would work for consumers’ interests and not just their own gain. There can be no doubt now that the mobile channel will become one of the most important mediums ever seen. One hopes that the innovators and entrepreneurs out there are given an environment in which they can realize this dream as quickly as possible.

Marc Lewis: That the carriers make efforts to remove barriers that are inhibiting growth. That media planners start to include mobile as part of their media strategy by default.

Ramesh Kumar: More brands to pay attention to the mobile medium and for agencies to incorporate mobile into their pitches.

Tony Bean: The mobile becomes both a marketing and sales channel for digital and physical goods. After all you have engaged prospect viewing your content – the next logical step is to allow them to buy your product/ service with their mobile.

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Many thanks

Ravi Virpal
Conference Director
mformobile

t. +44 (0) 20 7375 7162
e. ravi@mformobile.com
w. www.mformobile.com/mms