Brand Republic writes about the future of mobile marketing now that smartphones are becoming more and more popular. Pasi Leino, managing director at BrandHand, for example, declares:
"The sector is ready to take off. The smartphone handset market has previously been a hindrance to the mobile industry, but penetration levels are now rising".
The article goes on explaining mobile marketing is a cost-effective solution for marketers. The problem is, it is not cost-effective for users. UMTS prices are just crazy right now in Europe, excluding large part of the population from accessing "heavy" mobile content like, for example, videos. Operators are just too powerful at the moment, acting as gate-keepers, and preventing the mobile marketing industry to growth and evolve in its own third generation.