The mobile VAS providers / / publishers / Mobile generally earn low revenues due to low payouts
Deliver non-innovative solutions
Carriers demanding exclusivity stifle innovation and growth.
Few very successful players; they are forced to change business models / focus areas subsequently for better growth
Mobile advertising may just change the dynamics of the market place
Wireless advertising: what people are saying Mobile Advertising Worth $10 Billion By 2010. About 50% of respondents in the US and UK and 39% in Italy would be interested in getting free content in return for being sent relevant advertising VisionGain describes 2006 as the final year of an experimental phase in the use of mobile marketing, with full mainstream status anticipated by 2008. Verizon Wireless Chief Marketing “..mobile advertising will eventually grab as much as 30% of the approximately $100 billion US Ad spend” The future of advertising, is in cell phones and handheld devices. Global Ad Agency Giant