Mobile Marketing Revenue to Hit $24 Billion in 2013, says ABI Research

NEW YORK--(Business Wire)--Mobile marketing, which was born in countries such as Japan and
South Korea, has taken off in Western Europe and is beginning to grow
in North America. As consumers move to flat-rate data plans and adopt
mobile messaging, and as new platforms for advertising-supported
mobile search, video and gaming content services arrive, mobile
marketing is expected to grow to over $24 billion worldwide in 2013,
jumping from just $1.8 billion in 2007.

"The clear difference in this market over the past twelve months
has been the embrace of mobile marketing as an integral part of
cross-media brand campaigns," says ABI Research director Michael Wolf.
"Mobile is no longer off-limits in the minds of advertisers, but is
instead seen as a very personal way to reach consumers who can be
incentivized through information services and compelling content, as
well as through more directly relevant and targeted messaging."

The market, however, is still very much a "wild west" environment
and will take time to develop. Hundreds of mobile marketing platform
providers have sprung up, and larger players such as Google, Yahoo,
and Nokia have made significant investments in this fast-changing
market. Emerging players in the ad network and software space such as
Admob, Enpocket/Nokia and Millennial Media are becoming important new
players in a market that is similar to the Internet advertising gold
rush of the late 1990s.

"In these early stages, many of the technology platform players
are also doubling as the interactive agencies for large brands," Wolf
notes. "However, we see large ad agencies and their interactive
divisions or partners increasingly working with key platform providers
as roles become more defined."

A recent survey by ABI Research found that while consumers are
initially leery of mobile marketing, their perspective largely depends
on whether they see some advantage for themselves. While 54% of survey
respondents indicated they were totally opposed to mobile marketing
messages, 70% of those same respondents said that an incentive such as
a ringtone or a free song might make them receptive to mobile
marketing.

ABI Research's new study, "Mobile Marketing and Advertising,"
(http://www.abiresearch.com/products/market_research/mobile_marketing_
and_advertising) presents in-depth analysis of the major areas of
mobile marketing, including mobile messaging-based marketing, mobile
Web (including both text and banner), mobile search, mobile game
advertising and mobile video advertising.

It is part of two ABI Research Services, Digital Media
(http://www.abiresearch.com/products/service/Digital_Media_Research_
Service) and Mobile Content
(http://www.abiresearch.com/products/service/Mobile_Content_Research_
Service).

ABI Research is a leading market research firm focused on the
impact of emerging technologies on global consumer and business
markets. Utilizing a unique blend of market intelligence, primary
research, and expert assessment from its worldwide team of industry
analysts, ABI Research assists hundreds of clients each year with
their strategic growth initiatives. For information, visit
www.abiresearch.com, or call +1.516.624.2500.

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ABI Research
Nicole Fabris, 516-624-2542
pr@abiresearch.com

Copyright Business Wire 2008