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Table of Contents

Section 1 - The Rise of Mobile Marketing

- Mobile Becomes Viable Marketing Channel
- Few Vendors Will Dominate Mobile Market
- Mobile Messaging and Mobile Search Generate Interest
- Marketers Differ on the Best Messaging Platform
- Mobile Search Will Be Dominant Marketing Platform
- Consumers Flock to Mobile Search for Specific Tasks
- U.S. Mobile Searchers Prefer Task-Driven Content
- U.S. Mobile Searchers Prefer Ad-Supported Format, says Survey
- Telecom Companies Reluctant to Develop Ad-Based Messaging Models
- Mobile Marketing Reaches Elusive Younger Male Demographic
- Mobile Video Is Fastest Growing Content Sector

Section 2 - The Mobile Marketing Opportunity

- Spending Forecasts Vary Among Researchers
- European Mobile Marketing Will Grow Gradually
- Asia is Mobile Global Leader
- Growth of Mobile Marketing Spending Faces Inherent Challenges
- Trade Groups Develop Mobile Marketing Guidelines
- One-Third of Mobile Users Recall Advertising Today
- Mobile Campaigns are Still Pricey

Section 3 - Mobile Marketing Vendor Shakeout

- Suppliers Provide Diverse Set of Offerings
- Google Dominates Mobile Search and Content Aggregation
- Advertising Networks Vie for Leading Brand Clientele
- Mobile Phone Carriers to Focus on Platform Access

Section 4 - The Mobile Marketing Forecast

- Global Market Spending to Reach $19B by 2012
- Immediate Measurement of Campaign Success Attracts Advertisers

Section 5 - Recommendations: Planning Mobile Campaigns