This is absolute rubbish if you ask me. Read the article and see who's saying it and what they have to say. I've been in and around the mobile marketing/advertising space both in Australia and in Europe for over 8 years and with all sincerity, we are now at a real point in the market where mobile marketing/advertising services will become the must have accessory to really have any hope of achieving a 'Purple Cow' execution.
And particularly this line: 'Akhavan (Head of Germany's T-Mobile) said operators were starting to discuss this but that it was not a top priority.' That just simply isn't true. Vodafone, the World's largest mobile operator with over 500 million customers, have a global strategy around Mobile Advertising with approximately 15 of their operating companies with dedicated mobile advertising divisions. The local one here are Vodafone Australia is run by mobile marketing/advertising guru Dave Green. I know they are having enormous success in the marketplace currently.
I guess this only goes to show why brands are happy to work with niche digital marketing agencies who are real specialists. Why? Because the big boys just don't get it.
Here's the article.
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