Katherine Hannaford has a list of 30 learnings. Among them:
1. There was no big theme this year: 3GSM 2006 saw immense hype around mobile TV, with companies queuing up to proclaim it the Next Big Thing in mobile entertainment. The fact that it’s since disappointed means that the lack of a single big hype this year isn’t necessarily a bad thing. There was lots of buzz, but spread around a bunch of subjects, which is a healthier state of affairs.
30. Everyone thinks mobile advertising will be big. Nobody knows quite how it’ll work: The advertising industry loves the thought of putting ads on phones. Not least because the young cool hipsters it likes to target aren’t as susceptible to TV and print ads. Along with online advertising, mobile is the new buzz area. Trouble is, nobody’s quite sure what kind of mobile advertising will work well, and what us users will put up with.