Tuesday, I was attending the Electronic Business Group session on mobility (http://www.ebg.net/mobilite/). Some of the most interesting discussions revolved around the current business models on mobile - ie how do you monetize an audience / can you build and sustain a business on a purely ad-funded business model. On the web, this debate has been mostly settled ; not so much on the mobile. Most interesting point was the consensus among the panelists that mobile advertising market was worth 15M€ euros in France. Knowing that 2/3 of that is advertising done by telemedia to ultimately sell good via SMS premium, that give you a pure advertising market of 5M€...
On the other hand, the SMS premium market is worth a little south of 1bn€. If the web is any indicator, advertising is destined to grow significantly. However, it will take a few years before the SMS premium loses it is place as the best way to monetize on the mobile.
Frederic
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