Content required for mobile efforts
Thursday, 28, Feb 2008 11:53
The biggest challenge mobile marketers must tackle if the platform is to be successful is a lack of mobile-specific content, it has been claimed.
OnePoint Surveys and the government's UK Trade and Investment organisation surveyed delegates at the World Mobile Congress in Barcelona earlier this month and revealed most believe mobile marketing will be the "hottest topic" of 2008.
However, they expressed concern that the biggest challenge the medium faces is a lack of useful content geared specifically towards handsets.
Andrew Cahn, the chief executive of UK Trade & Investment, said it is obvious from the feedback that companies are considering how to address such problems.
"The industry in the UK is strong and vibrant and is at the forefront of innovation," he added.
Earlier this month, Nate Elliot, senior analyst with research organisation JupiterResearch, commented in the company's blog that although the sector is gaining momentum, it is unlikely to break through into the mainstream during 2008.
He suggested that this is down to a number of factors, including budget difficulties and inexperience with the platform.
