Rutberg Quarterly, Boston
June 10, 2008

Marketing Roundtable: Can the Mobile Industry Give Brands and Agencies What They Want?
Before we over-focus on CPMs, revenue shares, and fill-rates, the mobile industry—including wireless carriers, OEMs, publishers, suppliers, and investors—needs to better understand the interests of brands and agencies, our new partners in monetization. How can brands use the mobile medium to establish a connection with their consumers? Are programs (and budgets) for mobile best developed in conjunction with, or separate from, traditional and online programs? Is mobile marketing, rather than mobile advertising, the near-term key to unlocking budgets and moving out of the test phase? And, in that context, what capabilities and information do brands and agencies need from the mobile industry? This session will include executives from brands, agencies, wireless carriers, and OEMs and will focus on what brands want and what, how, and whether the industry can reciprocate.