The recent figures published in the article by senior analyst John du Pre Gauntt in the October 2nd issue of eMarketer ("Mobile Math for Marketers"), project the worldwide mobile infotainment market at approximately $65 billion by 2010. This projection represents only about 4% of worldwide wireless carrier revenues.
Seems to me that perhaps mobile network operators need to follow the consumer on-the-run money?
When an article gets Page One treatment in The Wall Street Journal, it’s a big deal. So I read with interest the story titled “Cellphone Start-Ups Struggle As Media Services Fail to Catch On” (June 20) which talks about the failure to date of the wireless start-up businesses of two marquis content producers.
What really got my attention was the mention of “wireless gold rush.”
Our most recent “gold rush” experience occurred during the dotcom/dotbomb days, which wasn’t too long ago. But I guess history unremembered is truly destined to repeat itself.
If there was one lesson that certainly should have been drilled home, its that the focus must be on serving the consumer in some value-adding way. 
Not this “Field of Dreams” idea that if you build it they will come. Leave that for the movies.
I always thought that ESPN was kind of clever naming one of their weekday afternoon shows, “Pardon the Interruption.” To me, that was sort of inviting.
Like they actually were acknowledging that I really wanted to tune into SportsCenter but perhaps this program would be of interest.
Which brings me to “TI” of cellphones. Doubt you’ll find advertisers saying “Pardon the Intrusion.” But you will find plenty of savvy consumers disposing of the intrusion without delay.
Here I go—back up on my soap box to tell you that to win the hearts, minds and eyeballs of the mobile consumer, you have to focus on what they are doing, not viewing.
I’ve been wondering why, when it comes to mobile advertising, companies have resorted to an “anvil” approach – just slamming the consumer with their message.
Really… Is that the way to build relationships with consumers?
Recently, there was a story in USA Today (“Ad Campaigns for Your Tiny Cellphone Screen Get Bigger” by Paul Davidson, August 9, 2006) that made it clear that a new “land” grab is burgeoning—that land being the personal real estate of the mobile device screen.
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