Predicted to reach a value of $19 billion by 2011, there is no question that mobile advertising and marketing have vast potential; however, with this lucrative opportunity come many risks and challenges.  Advertisers run the risk of annoying end users with irrelevant information, therefore having an adverse affect on their brand, while mobile operators risk alienating consumers and increasing churn.  In addition, there are technical issues and handset fragmentation to consider.

Every aspect of the ecosystem’s approach must fall precisely into place if mobile advertising and marketing are to achieve success.  As exciting as this opportunity is, operators must learn how to deliver what advertisers want while at the same time keeping churn to a minimum.  Advertisers will have to deliver campaigns that maintain the end user’s engagement without being intrusive.  On the other hand, initial trials and studies have shown that consumers are just as open to mobile advertising and marketing as advertisers themselves – if it is done right. 

Now is the time to put theory into practice.  With several campaigns being launched in 2007, this timely marcus evans event will provide a platform where mobile operators, handset manufacturers, agencies and global brands will meet to discuss methods to drive sustainable revenues.  We will also address the main barriers and challenges affecting the market.  By examining key case studies, we will establish how every player can maximise their position in the value chain.  Delegates will walk away with relevant strategies to drive the uptake of mobile advertising and marketing and ultimately increase profitability.