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This week’s Carnival of the Mobilists is live over at mobilejones.

Great mobile posts from across the blogosphere! Check out features on the impact of mCommerce on the brick-n-mortars, more numbers on the US mobile market, speculation on the iPhone roadmap, mashups, mashups, mashups (Facebook meets LBS and Gmail meets Blackberry), and tons more…

Go check out the Carnival Here!

As always, bloggers can submit stories to: mobilists [at] gmail [dot] com.

Report Identifies US Market, Messaging and “Mobile Subsidized by Advertising” as Hottest Areas.

As inevitable as the changing of the seasons comes another mobile advertising report from eMarketer. The report carries the subtitle “After the Growing Pains,” although “A Prelude to Growing Pains” might have been a more apt tagline.

As with earlier eMarketer reports, the work contains an analysis of primary and (mostly) secondary research relating to the global mobile advertising market, along with a smattering of quotes from industry heavyweights and all-stars. While most of the research cited in the piece comes from reputable, independent third party sources, the quality of the data varies from section to section, and becomes somewhat corrupted by several sources containing obvious lack of independence (such as data from Third Screen Media on the “Average Price for a Mobile Marketing Campaign,” or AdMob’s report on “Worldwide Mobile Advertising Impressions”). While interesting and no doubt impressive on an anecdotal level, such data unfortunately cannot be viewed as objective research.

Market size. Fascinatingly, eMarketer deems the US as the most dynamic region for mobile web advertising due to “its position as the largest interactive economy.” While we have no data that directly contradicts this conclusion, it would seem likely that other global regions where mobile data services are far more utilized (Asia-Pac, Europe and Latin America), would be more attractive from an mobile advertising standpoint.

The report identifies 2012 as the year that Asia-Pac will usurp the US in total mobile marketing spending “largely due to the huge middle classes in China and India who use mobile as their primary interactive screen.” Indeed, the middle class in BRIC nations is “expected to double between 2006 and 2009, and [is projected to] reach a total of one billion people in 2015. That will match or even exceed the total combined population of the US, Western Europe and Japan.”

The report breaks down mobile advertising budgets into three areas: messaging, mobile display and search (other areas of mobile advertising, such as in-game or video, are deemed to small to be measurable). The search category also counts dollars spent on sponsored directory assistance, which explains why search budgets eclipsed mobile display dollars in 2007 $83 MM to $52 MM, respectively. Overall, global mobile advertising spending is projected to rise to $19,149 MM in 2012, from $2,695 MM in 2007. eMarketer has Messaging-related campaigns dominating mobile budgets through 2012, although declining from 95% of all mobile ad spending in 2007 to a projected 74% of budgets in 2012.

Mobile Advertising by Region. While lagging behind most of the word in terms of mobile penetration, eMarketer purports that the US is currently the largest mobile advertising market, with total 2007 spending estimated at $878 MM (projected to $6,525 MM by 2012). Mobile ad buying is said to be driven by digital ad buying shops here in the US.

The report cites Western Europe as (currently) the second largest mobile advertising market ($1,074 MM in 2007 to $5,550 in 2012). Asia-pac, currently at $700 MM, is projected to move into second place in 2012 (with mobile adverting spends in the region expected to rise to $6,877 MM by the time the next year of the dragon rolls around).

While growth in the Asian markets is primarily viewed as a function the overall economic growth on the region (this, coupled with the fact that the mobile handset is seen as the primary internet device in Asia), the story in Western Europe is muddied a bit by the largely unknown effects of flat-rate / “unlimited” data plans (currently being rolled out by Vodafone, T-Mobile, Orange and 3UK), as well as the over-sized pre-paid mobile population in Europe as compared to other regions (it is believed by some that pre-paid users are more accepting of mobile advertising). Lack of 3G network capacity is identified as the main reason that messaging is (and will continue to) dominate mobile ad budgets. That said, the US mobile web population is expected to grow from 37.9 MM in 2007 to 91.7 MM in 2012 (unfortunately research in the the measuring mobile web penetration in markets such as Japan, China Australia and the UK is relatively out-of-date, with some sources going as far back as 4Q 2005!).

Consumer Attitude. The report cites a September 2007 Neilsen Mobile report examining global exposure and response to SMS-based advertising. Overall, the now well-known study cites relatively high SMS advertising exposure and response numbers, although (predictably) response rates decline in nearly a linear fashion as exposure to SMS advertising increases (on a market-by-market basis). Specifically, the study found that “58 Million US mobile subscribers has been exposed to a mobile ad during a 30-day period. This equates to about 23% of the total US mobile population. Moreover, nearly half (or 28 million) reported that they had responded at least once to a mobile ad. Nielsen Mobile also reported that 32% of those surveyed said they would accept mobile advertising if it somehow lowered their overall mobile bill, while 13% would accept advertising if it improved the selection of mobile content and services.”

Consumer affinity towards the “Advertising Supported Mobile Services” model is somewhat supported in additional research by the Online Publishers Association which examines consumer attitudes toward mobile advertising in the US and UK. While consumers in the UK overwhelmingly prefer a model whereby mobile advertising is subsidizing the cost of mobile services, US consumers simply “like [an] ad when something free is offered.” Generally speaking, it is hardly surprising that consumers (in any market) like stuff for free!

Platform Integrates Local Dealer Inventories and CRM systems with Mobile Web, SMS.

In a little-noticed move that is poised to significantly raise the profile of mobile marketing in the US automotive industry, Gumiyo, a mobile marketing company based in Woodland Hills, CA, announced a partnership with HomeNet, Inc., a provider of vehicle inventory management and marketing solutions, to provide auto dealers with a turn-key mobile Web marketing solution. A wireline web version of the service, dubbed the “Gumiyo Marketplace,” is also available.

The new service integrates HomeNet’s Inventory Online (IOL) Marketing Suite with Gumiyo’s mobile marketing platform, allowing prospective buyers access to a dealership’s detailed inventory listings, vehicle photos and Carfax reports via SMS and the mobile web. The solution enables consumers to connect directly with dealers, and vice-versa, to schedule test drives follow-up correspondence. Additional options include vehicle search based on make, model, price and geographic location and SMS alerts informing consumers when a car matching their criteria becomes available.

Dealerships are given a unique “GO Code” (SMS keyword) that can be utilized in print, radio, TV and other off-line media as a call to action (consumers responding via the Go Code / shortcode mechanic receive a WAP push MT message leading to the dealership’s specific mobile web site). The dealer’s mobile URL follows the nomenclature of “Go Code.gumiyo.com.” Additionally, consumers can text the GO Code of the dealership + the last 8 digits of the VIN to receive a WAP push MT to the vehicle’s specific mobile web page. Click-2-call/Click-2-Callback, SMS and email all facilitate dealership contact, and the platform’s lead generation channels (both SMS and mobile web form fields) can be integrated directly into the dealership’s CRM systems if desired.

According to the release, “HomeNet’s Inventory Online (IOL) Marketing Suite currently serves more than 12,000 automotive dealership locations throughout the United States and Canada, processing over 2.5 million vehicles each day.” HomeNet’s will be offering the new mobile service as a plus-up to their existing data / CRM package.

Analysis. The combination of Gumiyo’s robust mobile platform with HomeNet’s large install base results in a powerful market force that seems both effective, and relatively simple and inexpensive to set-up and maintain. In a word: scalable - something that has eluded most mobile marketing business models of late. Mobile ad networks (especially those with lots of local, geo-targeted inventory) now have a new big base of potential mobile media buyers! First order of business: track down HomeNet’s install base!

Screengrabs of the Gumiyo Mobile Automotive Marketplace (click on thumbnails for larger images):

In honor of CTIA Wireless 2008 this week’s carnival is 100% Vegas over at Mobile Point View.

Inside you’ll find expert coverage on CTIA, odds on how mobile might weather the coming economic storm, and a terrific round up of current location-based social apps. Many thanks to Mobile Point View for hosting, as well as for picking our submission as the “Ace of Diamonds” of the week!

Go check out the Carnival Here!

As always, bloggers can submit stories to: mobilists [at] gmail [dot] com.

Mobext To Lead US Mobile Charge for Paris-Based Holding Company.

Havas, the world’s sixth largest media agency holding company, is opening up a Boston office for Mobext, it’s mobile advertising and services agency. Mobext currently has offices in Brazil, France, Mexico and Spain. Phuc Truong, formerly of “mobile shopper” firm MobileLime (now Modiv), was named as Managing Director of Mobext’s Boston office.

The move will complement Havas’ existing North American digital media agencies, such as Media Contacts, MPG, and Euro RSCG. “Edward Montes, who has been serving as regional manager of Havas’ Media Contacts North America unit, has been tapped as regional manager of Havas Digital North America, and will oversee both Media Contacts, as well as.. Mobext,” this according to MediaPost.

Mobext presents itself as a full service mobile marketing agency, with services ranging from “Strategy, Mobile Internet Consulting & Development, Mobile Video, WAP Advertising, MCommerce Strategic Approach, Advanced Messaging Services (SMS & MMS), Content, Services & Applications, 3G Marketing [and] Bluetooth (Proximity Marketing).” While its not clear which (if any) of these services Mobext outsources outright, it is likely well-positioned inside Havas’ North American operations to capture mobile marketing business from its sister agencies, including attractive US clients such as Dos Equis (Euro RSCG).

Mobext lists Volkswagen, Barclays and Caja Madrid among its clients.

Verizon, FOX Take on Additional Sales Partners as US Mobile Ad Inventory Glut Continues.

Millennial Media recently announced an agreement with Verizon Wireless which allows the ad network to begin selling a portion of the carrier’s on deck mobile ad inventory. Prior to this move, AOL’s Third Screen Media was the only third party repping Verizon Wireless inventory. It is believed that Third Screen will continue to sell a portion of Verizon’s on deck ad inventory as well as act as the carrier’s primary ad server.

In a similar move, Cambridge, Massachusetts-based mobile ad network (and white-label search provider) JumpTap announced that had signed deals to sell the mobile ad inventory of both NBC Universal and FOX’s Mobile Entertainment Network (which includes Jamba, as well as mobile extensions of FOX programs such as Family Guy and 24). Millennial Media currently is FOX’s exclusive third party sales partner for all FIM mobile sites, such as mySpace mobile, FOX Sports and rottentomatoes.com.

All these moves would be enough to drive media planners crazy, if only they were paying attention - and therein lies the heart of problem. With well more than half of mobile ad inventory going unsold over any given period, its no wonder publishers are feeling a little antsy about the ability of their sales partners to close the deal. And why aren’t buyers buying? That’s really the question, and we’ve a hunch the publishers wont find relief simply be adding additional sales partners.

For our friends on the supply side of the mobile advertising market, we offer the following advice:

1. First, you must accept that you are selling a niche media product - a situation that probably will continue for the next three years at a minimum. This means stop with the “reach story.” Stop telling buyers that “over 250 million US consumers own mobile phones” and start with a more sophisticated segmentation strategy that tells buyers that you can efficiently deliver a specific audience against their specific needs. You’ve already got a solid out-of-home story, but why not do what the niche cable nets and magazines do - start by investing in some real research that shows how your audience indexes against specific product categories (MRI would be a good start).
2. Second, try really experimenting with pricing models other than CPM. Sure, AdMob and a few others have brought text-based CPC inventory to market, but what about getting bold and offering up display-based CPC inventory as well? This will do much to alleviate the inherent risk that buyers must accept in your untested and unproven form of media, and with most of your impressions going unsold month after month you have very little to lose. What’s more, if we’re to believe that mobile click-thrus are really averaging over 2%, then surely you wouldn’t mind putting your numbers on the line with a model that pays out based on campaign performance?
3. Finally, get togther with each other and figure out a way to track uniques across all publishers, ad networks and carriers. Without this, there is no way your media fits into an (even soft) reach/frequency model - the backbone of modern media planning. Saddle up and get it together. You can’t blame media buyers for this one…

Of course, blame cannot be lopped only on the supply side of the equation. Our friends on the buying side have their work cut out for them as well:

1. Stop complaining about the “unattractiveness” of existing mobile ad units. Sure, mobile banners are small - but that’s not the point. When viewed as a percentage of the screen they actually are quite reasonably-sized. Hold your phone up to your face (as one does when one browses the mobile web) and it will take on the prominence of a 65″ plasma. Unfortunately mobile is just too new a medium to start messing about with seriously interruptive forms of advertising. Waiting for Verizon to approve that full screen “roadblock” ad unit? Don’t hold your breath.
2. Take the time to understand what’s really out there. Shaken by rumors of $50 mobile CPMs? You might be surprised to learn that quality mobile display inventory can be had for under $5. Still not happy with mobile ad banners? Well, folks like Greystripe have full screen units for sale, and there are plenty of content integration options with the likes of Buzzd, UpSnap and Free-411. These guys are simply dying to meet you and tell you about what they’re got for sale, so do everyone a favor and put aside 30 minutes a week to meet with them. Get smart on the mobile publishing side and your clients may just reward you.
3. Finally, challenge the publishers and ad networks to craft real solutions to your clients business objectives. This means sharing (some) information on what you’re trying to accomplish on the media side in terms of strategy, reach and intended action. Too often media salespersons are simply left guessing as to what value their product can add a larger media plan. Is it any wonder they often fall short? I know from experience that these media sales people are a very creative, sharp and hardworking sort. Give them the information they need to succeed and they just might surprise you with a program that makes you both look like rock stars.

We don’t pretend to have all the answers, but we’re more than comfortable with the concept that the more things stay the same, the more mobile advertising will stagnate.

Agree? Disagree? Leave a comment and continue the conversation.

Honoring The Very Best in CTIA Show Floor Swag!

At first glance it might seem odd to honor those little branded trinkets given out on the show floor - hardly worth one’s time to pick up - let alone to honor with an award. Yet, the creation of a truly quality show floor giveaway is a highly challenging task - a process laden with strict, yet unwritten rules that one must follow if one is to succeed in this oft derided genera.

First, there is the cold Swagonomic reality that these artists must face: Swag items are usually confined to the “less than $3 per item” category - not exactly the hottest area of the catalog. Second, conference swag must reinforce several (often competing) brand messages: there is the company’s brand itself, the industry the company is in, as well as the city where the conference is being held. Then there is the question of utility: Will the prospect find the item useful? Finally, there is the need to stand out and get noticed - in a conference otherwise awash in a sea of like-minded exhibitors.

Considering all this, as well as a final factor dubbed “industry timeliness” (i.e. how well does the Swag item capture “the moment” of the wireless industry), we’ve scoured the show floor at the CTIA Wireless conference in Las Vegas to bring you the best of the best.

Therefore, without further delay, Mobilestance.com is proud to present the winners of “The Swaggies” - our homage to those seemingly unimportant conference freebies and a heretofore neglected form of commercial artistry that may very well portend the direction of our fledgling industry.

Note: Hi-res images of all winning Swag items can be found at bottom of the post.

• Winner, Best Writing Implement: Call2Recycle. Very few areas of the show floor are as competitive as the “Writing Implement” category. Nearly every other company at the conference offered attendees endless varieties of branded pens, pencils, markers and crayons. That said, Call2Recycle, a non-profit ” promot[ing the] recycling of nickel-cadmium (Ni-Cd) rechargeable batteries,” successfully captured the palpable “green vibe” of the conference by crafting a pair of cleverly designed writing utensils created entirely of recycled materials (click here to view). The pen sports a smartly crafted cardboard body complete with wooden “pocket-protector”-style clip, while the pencil was created entirely from recycled currency.
• Winner, Best Mobile Accessory: Reagan Wireless. Until now this category has been a non-starter… plagued with inane creations such as the ubiquitous mobile “screen wiper” and equally ill advised “mobile caddy.” Padded cell covers and other trinkets are of equal value, with the litany of handset models in circulation it becomes next to impossible to create something of mass interest. Samsung (as they have done in previous shows) was offering free batteries and other valuable items to visitors owning their handsets - the catch was that you had to produce a Samsung handset as proof of ownership. In a move seemingly pulled from the corner of Mott and Canal, the upstarts at Reagan Wireless took this basic concept and turned it up a notch - offering free Blackberry and Motorola cases and chargers to anyone who dared reach into a pair of large, unmarked cardboard boxes - no questions asked (see image here).
• Winner, Best Plush Toy: NSTL appRelay. The guys at National Software Testing Labs may hate bugs, but they’ve made this one famous… bringing him/her to show after show and no doubt in front of the children of many a conference-worn, wireless exec. It’s been rumored that the NSTL bug (and flyswatter companion) have their own Facebook page and have been spotted throughout the world, posing in front of scenic landmarks. No sightings yet of the alleged Facebook profile - but anyone who finds it please leave a comment and pass it along.
• Winner, Best Travel Accessory: Acme Packet / Novara (tie). Branded travel items are a popular category, as companies vie to meet the needs of weary, far-from-home conference attendees. While both winners sported a nearly identical “Luggage Spotter” giveaway (all that differed was the logo and the color), the item is so useful that it could not be ignored. Not only does it make it easy to find your bag in the airport luggage carousel when wrapped around a bag’s handle or strap, but it doubles as an extra layer of padding and holds a business card to boot.
• Winner, Best Multi Tool: Talley Communications. An offshoot of the “Travel Accessory” category, the rising popularity of branded, MacGyver-esque contraptions at CTIA warranted the creation of a dedicated award. Talley left little on the cutting room floor in selecting this rugged behemoth. The tool offers office workers the option of stapling, taping and labeling… all from the convenience of one compact (and branded device). Doubles as a weapon of last resort if [insert office cliche here]…
• Winner, Best Koozie: Opera Software. While usually this conference mainstay stays stubbornly on the more blue collar side of the conference, the geeks at Opera took one back for the Tri-Lams as they captured the coveted “Best Koozie in Show” award with their (now classic) black, fou-leather rocker-style “Opera” koozie. See ya in paradise, Booger.
• Winner, Best Incorporation of Local Flavor: Openwave. After rifling through countless branded poker chips engraved with such witty slogans as “You can bet on [company X],” we finally came across this little gem - a stylish, mock-silver money clip. If only I had something to put in it after leaving Sin City…
• Winner, Totally Useless Objects, Lit: DRT. There’s a special place in our hearts for totally useless objects that light up and sparkle - and DRT made sure we didn’t leave empty handed. This lava lamp-looking doodad shines multi-colored light through a heated liquid, which moves about suspended metal particles that scatter the light every which way. All in it’s less than three inches high, and carry-on friendly with less than 3.4 oz of liquid. Such pretty, pretty colors…

Winner, Best in Show; Food & Beverage: Yahoo! Mobile. Congratulations to Yahoo! Mobile for capturing the fiercely competitive “Food and Beverage” category as well as our Best in Show award with their extravagant on-site Gelato parlor. The delicious treats, offered in twelve eye-popping varieties, were the hit of the show, and were just the thing to cool off with after a day spent sweating in the Las Vegas sun. The dessert successfully captured the oral fixation of this year’s show (read: the continuing evolution of voice recognition - get your minds out of the gutter!), and easily trumped the three varieties of smoothies offered at the AOL booth. Thanks to Ricky Montalvo at Yahoo! Studios for the photos.

Click on the thumbnails to enlarge photos:

Welcome to Carnival of the Mobilists #117, the greatest posts on mobility from across the blogosphere - hosted for the first time on mobilestance.com.

With so many excellent posts this week it was difficult to pick a favorite, but after much hand-wringing and great gnashing of teeth, we’ve chosen Matt’s post on gaming over at AllAboutiPhone.net.

Honorable mentions to Open Gardens and Andrew Grill’s blog.

Post of the Week: Matt at AllAboutiPhone.net heaps a healthy dose of contagious entheusiasm in “Awesome and innovative games are coming” - a look ahead at a not-so-distant future that includes “innovative gaming” and “Apple” in the same sentence! Goes to show you that if you live long enough anything can happen…

Over at Tarekesber.com you’ll find a highly comprehensive list of mobile web design and development resources, including specifics on designing for iPhone, Blackberry, Nokia handsets, as well as overall style guidelines for the both WML and XHTML mobile websites.

Speaking of designing and coding for the mobile web, Denis at WapReview reviews Nirav Mehta’s new book, Mobile Web Development. Least Common Denominator Design, Mobile AJAX, “Web Rich” apps and Widgets are among the topics covered.

Bernardo Carvalho over at rawsocket dot org writing a writes an amusing and educational piece on the potential of QR codes. Extra points for the CueCat reference.

Mark publishes a roundup of papers focused on education and mobility over at Ubiquitous Thoughts, along with (the now infamous) clip highlighting safety measures that may one day protect us all from the dangers of WWTM (walking while text messaging).

Judy at the GoldenSwamp uses an instructional video to make an interesting case against banning mobiles in schools. File this under “Another Reason Why Carbonated Beverages and Education Don’t Mix.”

And what exactly is this thing we’re calling “Open?” Find out this week on Open Gardens, where you’ll get fully briefed on the “It” subject in mobility just in time to impress the ladies (and gentlemen) at this year’s CTIA Wireless, which kicks off tomorrow in Vegas.

Regular carnival contributor Andrew Grill looks at how mobile social networking meets crowd powered media on the back of his experience at the new Heathrow Terminal 5 on opening day. It is amazing how a simple set of photos taken during a live event can become distributed around the world - thanks to the power of mobile social networking applications.

And over at Smart Mobs be sure to catch up on Roland’s Sunday Smart Trends #208, and see what happens when social networking meets the human genome.

Last but not certainly least, this week Chetan Sharma posts a hugely informative End of Year (EOY) 2007 Global Wireless Data Market Update. Check it out and find out which nation usurped the US as the number two wireless market last year… the answer might just surprise you.

That’s it for this week’s carnival. Thanks for reading! While you’re here check out some other posts here at mobilestance.com.

Be sure to visit Mobile Point View, who will be hosting Carnival of the Mobilists #118 next week. To learn more about the Carnival, or to submit or host, go to Mobili.st.

Scanbuy, Discovery Communications and Citysearch Establish the First Permanent QR Colony in the New World.

In a truly monumental moment in (US-based) mobile marketing, New York-based Scanbuy has teamed up with Discovery Communications and Citysearch to launch by far the largest, most useful and altogether impressive application of QR Codes ever deployed on the North American Continent.

The program focuses on two key areas of QR Code activation: Restaurant reviews and other location-based user generated content (supplied by Citysearch), and “walking tour” audio guides that relate to specific San Francisco landmarks (courtesy of Antenna Audio, A Discovery Communications company). Consumers access both services by scanning an “EZcode” (Scanbuy’s 2D barcode format) with Scanbuy’s “Scanlife” QR Reader. Those without the reader installed on their handsets (read: most people) will first need to download the reader to their device, which is done via a simple text-message / WAP-push mechanism.

• Restaurant / Business Guides (Citysearch). Scanbuy announced that “more than 500 restaurants and businesses in San Francisco will display ScanLife 2D barcodes” by way of window clings (see image, below). Scanning the codes will then “deliver Citysearch’s original and consumer-generated reviews directly to a user’s phone, allowing immediate access to relevant information and eliminating the extra steps of typing lengthy website addresses into mobile browsers.” Citysearch is distributing the window clings to San Francisco businesses, inclusive of the prominent EZ Codes specific to each restaurant or business.

• Audio Guides (Discovery / Antenna Audio). Visitors to the City by the Bay will have the opportunity to access “walking tour” style content in the form of audio clips, images, maps, and other information relating the city and its more noteworthy landmarks. In this case the EZ Codes are being promoted in posters, bus shelters, street teams and other outdoor media (see images, below), with eventual plans to place the codes on or (most likely) near the city landmarks themselves. Scanning any of these codes will automatically launch the Discovery Audio mobile site in the phone’s browser, a snappy little portal that renders quite well in tested handsets. Content is organized by first neighborhood (Downtown, North Beach, and The Wharf / Marina) and then by landmark. The brief audio clips are quite good, framed as an “insiders view” to the city, and are rendered in the .3GP format. A few samples of the audio clips are as follows: sanfranciscoferrybuilding.3gp, palacehotel.3gp, baybridge.3gp and chinatown.3gp.

Commentary. While 2008 was the year that many anticipated mass use of QR codes would begin in the US, it is doubtful that anyone would have predicted an implementation approaching this scale or utility. Many thanks to Shab, of whom I owe $5 for giving us the heads-up on this. This is a big one, folks…

Click on the thumbnails below to view images:

Amobee, Winstar and Quattro Aim to Boost Position, Profitability.

Boost Mobile, the self-proclaimed “lifestyle-based telecommunications brand” focused on the prepaid (pay-as-you-go) US market, announced that they are partnering with Mobile Ad Serving Firm Amobee to bring their on deck mobile web advertising inventory to market - effective immediately - with Acura and Fox Searchlight Pictures already on board as advertisers.

Initially the Boost Mobile advertising inventory will consist of mobile web banner units, although it is well-known that Amobee’s “carrier grade” mobile ad server is fully-capable of serving far more interesting ad units, such as SMS sponsorship, mobile video ads and other enhanced units. Whether Boost ultimately decides to bring additional mobile ad formats remains to be seen.

In addition to the usual mobile web targeting parameters, such as content category and handset targeting, Amobee will leverage its direct carrier-relationship to provide more sophisticated mobile advertising services, including the highly sought-after “session-independent frequency cap.” No plans have been announced regarding more controversial approaches to mobile ad targeting, such location-based or behavioral targeting.

In a noteworthy move, Amobee has chosen to augment its current mobile ad sales partner Winstar Interactive with US-based Quattro Wireless. Our regular readers will recall that back in December of last year mobilestance predicted that Winstar alone would be unable to sell enough ads to satisfy Amobee’s business objectives, and that additional sales partners would ultimately be needed.

It is unclear how ad accounts will be divided between these Winstar and Quattro, but clearly Amobee will need to actively manage this process to avoid any awkward channel conflicts that might arise with multiple (and independent) sales organizations selling the same product to an overlapping customer base.

Analysis. As Boost Mobile is a wholly owned division of Sprint Wireless, Amobee is well positioned to unseat current US legacy “on deck” mobile ad serving companies - specifically Enpocket (now Nokia), who currently manages all the on deck WAP inventory on Sprint - as well as Third Screen Media / AOL, who manages (and sometimes sells) the Verizon Wireless on deck inventory.

Quattro Wireless, who will be celebrating its first birthday in May of this year, has already impressed many with a series of strong moves - including their launch with P&G and Univision Movil, their long term / tail GetMobile platform, and the securing of key talent. Together with Amobee’s well-distributed technology and Boost’s highly attractive audience, these players just might have what it takes to achieve the ultimate (and so far elusive) goal in the mobile advertising marketplace: serious profitability.