Today eMarketer Daily compiled conflicting reports on the future of mobile marketing. According to “Mobile Entertainment’s Potential Sharply Debated” by John du Pre Gauntt (free & live on a limited basis), the predictions for mobile revenues vary wildly:
In November 2006, Juniper Research forecast that total revenues for wireless providers from mobile entertainment in the mobile music, video, TV, gambling, gaming and adult categories would exceed $77 billion by 2011.
One month later, Informa Telecoms & Media followed with a mobile entertainment forecast that stated the total market in 2011 would be $38.1 billion.
eMarketer attributes the $40 billion difference to “wildcards” such as WiFi in the US and international wireless markets, especially China and India which are set to grow exponentially in the immediate future.