Interview Chetan Sharma expert in strategy the mobile industry.

For the release of the book  "Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market" one of the authors give his views on advertising on mobile ( extract from chapters )

What are the main obstacles to advertising on mobile ?
The main obstacles to mobile advertising are: a) fragmentation of the industry at multiple levels – devices, channels, carriers, technology vendors and ad networks b) lack of standardization of formats across different mobile channels like SMS, WAP, Video, etc. c) lack of privacy controls for users d) lack of CPM standardization and e) lack of measurement metrics that have are universally understood and adopted.

What are the main models ?
The main models that are working today are TXT messaging and WAP display ads. There are several other forms of mobile advertising like video, podcast, mobile search, QR Code, etc. but they are still evolving relatively.

How do you see advertising on mobile in 2 years ?
I think mobile advertising will be a lot mature as an industry in 2 years with most of the basic standardization work complete and adopted, advertisers will be more educated about how to use mobile in combination with other channels, devices and networks will become better to improve the user experience, there will be less hype and more substance by then and we will start seeing more $1M campaigns across the board.

I think a lot of advertising with the LBS and you ?
Yes, LBS is key to providing context in mobile advertising. Delivering a relevant ad is very important for the success of that ad. They key questions are how the location information is delivered (from the server or the device) and what are the business models for that information.