The New York Times writes:
Advertising absolutely makes sense to extend expensive multimedia services and mobile TV to the mass market, said Linda Barrabee, an analyst with the Yankee Group, a technology research and consulting firm based in Boston. I think we will see consumers say, You know what, Im only going to spend this much money on my mobile phone.
In Asia, by contrast, multimedia mobile applications are more commonly used, and those services became more affordable there without advertising because of quick adaptation by consumers, analysts said.
The new uses of cellphones present vast opportunities for consumer brand companies, which are finding it difficult to reach customers through traditional media like magazines and television. Mobile phones can handle ads in many forms, including video, text messages, search and banner displays. And cellphone ads can be fine-tuned based on customer data.