Mobile marketing is emerging as a highly successful medium for advertisers. A new research from Frost & Sullivan found that the revenue in the US mobile marketing market was worth $11.5 million and it will reach $69.3 million by 2007. The report, "An Insight into the United States Mobile Marketing & Short Code SMS Markets" reveals that to further enhance customer response, mobile marketing companies must work toward achieving greater synchronization in a comparatively extended value chain that includes advertisers, platform providers, connection aggregators, and mobile operators.
Absences of coordination and mismanaged relationships have been long-standing bottlenecks, intensified by the lack of a central aggregator for mobile operators. The plurality of mobile operators and their individual rules and regulations slow down mobile marketing campaigns.
The full press release is available on Frost & Sullivan web site.