The Economist, which has been quite skeptical about mobile advertising, has a story which reports takeoff has occurred. What I find interesting is the analysis of which roadblocks have been removed. Here, the relevance of the broadband quality of service experience work we have been doing is noteworthy. Assuming that mobile operators want ad revenues (not a hard assumption), this shows that it is in their interest to improve the quality of service experience from the dismal levels that exist today.
Faster networks and lower rates also help. Having to wait for an advert to download, while being charged for the privilege, was unlikely to inspire warm feelings about the product being advertised. But with download speeds increasing and flat-rate “all you can eat” data plans, mobile services and applications are becoming more popular—and, increasingly, funded by advertising.