PRESS COVERAGE

Excerpt  from Financial Times, written by Jessica Twentyman

Published: May 28 2008

"Richard Saggers is on a mission. As global head of mobile advertising at operator Vodafone, it is his job to build a convincing argument as to why brand managers should be looking at directing key marketing messages to the 2.5bn mobile phones worldwide...

... But more sophisticated advertising formats need more sophisticated devices in the hands of users who have signed up for data tariffs from their mobile operators, points out Brad Rees of Medicacells, a mobile market analyst firm, and this is still at a low level.

However, the “iPhone effect” is changing expectations, he says. Combine this with the introduction of flat-rate data tariffs in 2007, some 10 per cent of the UK public could be browsing the mobile internet by 2009. That would represent a watershed.

“With larger screens, genuine broadband capability and integrated GPS [geographic positioning systems], mobile phones will finally become the personal internet devices envisioned with the advent of 3G,” agrees Mr Scott of Analysys Mason." For the full FT article, click here