There is a yet undiscovered market for mobile marketing in Europe. It's in the so called Eastern side of the Continent, in countries like Slovenia, Croatia and Slovakia, where Austrian mobile marketing firm Dimoco (http://www.dimoco.at). An article on the Swiss press talks about it.

I would like to add that, for what concerns Croatia a very interesting mobile marketing option might be to target tourists during summer time. There's a huge number of people from Austria, Germany, The Netherlands and, of course, Italy going there to enjoy the wonderful sea. People on vacation is usually more interested in having fun, and have more time to interact with their mobile phones and consequently, with a brand.