The E-Commerce Times asks that question. They get one answer from Alfredo Narez, VP of Marketing for Air2Go, a mobile marketing and content provider.
I expect that 2007 will be the year that marks a giant advancement in off-deck content. Publishers, brands, enterprises, and marketers alike have started to see critical mass in the campaigns that they have put together over the last couple of years, and are ready to take advantage of the advancements in mobile technology
In addition, the growth in cross-channel marketing campaigns are making the nonpremium or off-deck mobile interaction far more valuable for the end-user.
Of course, the ECT doesn’t ignore the hurdles facing the industry:
- Handset limitations — the emergence of truly music-appropriate mobile devices is just now underway;
- Uneducated, fearful consumers — some early off-deck ringtone providers were less than scrupulous with their billing practices;
- Lack of technical standardization;
- Legal issues — copyrights, fair use, etc.; and
- Bandwidth limitations.
Once again, the conclusion is basically: no, the world’s not ready quite yet, but it’s right around the corner. No, really, this time, it’s this corner, I swear. We have a catchy little hyphenated buzzword for it and everything.
One of these days, we’ll just have to be right. Process of elimination.