Great White Paper by Ogilvy and Acision on the future of mobile advertising.
In summary, the three main areas of transformation are:
” 1. Advertising agencies will transform from one which is industry-led to one where the individual is brought more into the communication process.
2. The consumers will evolve from those having advertisements pushed to them, to being able select what information is allowed to reach them.
3. Different types of mobile operator will be formed. Operators will no longer be the linking pin we know now who are able to provide all the infrastructure, services and want to control the end-user experience, competing with each other. There will be operators who decide to specialize purely in the infrastructure and will provide this capability to those who have decided to focus solely on the services. “