The document discusses key factors for successful mobile phone advertising. Mobile networks allow connecting people and providing various content and services to users like voice calls, SMS, MMS, data, and more. Platforms play a central role by providing access to content and advertising, customer relationship management features, and billing. Balanced business models are needed to benefit all players in a "win-win-win" scenario. Examples of platforms that have achieved this include SMS services, voice portals, mobile websites, and mobile magazines. The conclusion encourages building platforms to realize this opportunity.