Mobile Marketing Will Have To Wait

Unfortunately, 2008 won't be the year that mobile marketing finally takes off, says Ad Age's Alice C. Cuneo. For starters, there simply aren't enough mobile Web users in the U.S.: of the 219 million nationwide subscribers, a paltry 30 million have data plans. Why? Two reasons: one, the mobile Web isn't a great experience, and two, it costs too much. Advertising can help the latter problem--but which comes first--a leap of faith on the part of marketers to reduce the cost of mobile content, or a leap of faith on the part of carriers to provide free or low-cost data plans? Probably the latter.

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