The top 5 mobile operators have finally got their act together and joined forces to ensure that mobile marketing as a medium is taken seriously. And about time 2 2b (did you see what I did there?) perfectly honest with you - a level playing field which advertisers can understand, use and benefit from has been a long time coming.
Now can we please get some decent creativity and planning thrown at this, NOT in isolation please.
There is now an opportunity to integrate mobile seamlessly into major campaigns - the handset penetration is there, the quality of hardware/software is there, the understanding from the consumer is there and the creative talent within the agency world is there.
I await greatness.......