The advertising market is in its infancy on the Internet and mobile innovations in the field should accompany the increase in use. This will result in a diversification of models and potentially higher incomes (Redemptions recent AdMob and Quattro Wireless respectively by Google and Apple show increasing interest in this market). The brakes are still many yet to this diversification, including the cost of innovation (as incorporated in a commercial application of augmented reality) and the lack of presence in other media as smartphones (like portable consoles) . On this last point, the next releases on the console market are monitored with announcements of future DS & PSP 2.
Today, the mobile enables users to do more than make and receive phone calls. In addition to voice services, users have indeed access to data services such as SMS, MMS, content downloading and surfing the mobile Internet. Most of these data services become real media because they can carry both content and advertising.

Still in its infancy, the market for Mobile Advertising would take off within five years according to analysts. 1.4 billion dollars this year, is expected to reach 3 billion dollars in 2011 according to Jupiter Research, 14 billion according to Strategy Analytics. Enough to arouse the envy of some advertisers who are now integrating mobile into their media mix. Just like e-pub, the m-advertising is poised for robust growth potential.

To support this development has long been expected, but also encourage the Mobile Marketing Association (MMA) has published a guide in September on the use of advertising formats suitable for mobile phones. Size and weight of banners and text links, design principles, technical requirements: recommendations of the MMA.

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