Contests of power and place in mobile media advertising

Mobile media, especially mobile cell phones, are now seen and heard everywhere, forming an intrinsic part of the daily lives and habits of billions of people worldwide. Yet, despite this wide diffusion and remarkable rate of adoption, the cell phone is, as an advertising platform, still very much a 'mass medium waiting for the kiss of life' (cited in 'Mobile marketing pitfalls', 2006). This paper examines why this is the case, exploring the factors that contribute to the rather hesitant adoption of mobile advertising. it surveys the obstacles and opportunities for the development of advertising, and the convoluted and, at times, tense relationship between the mobile operators, content providers, advertisers, advertising agencies, handset manufacturers, and other commercial interests. It also examines the role of 3G technology in reshaping these relationships, and the importance of place for marketers' visions of 3G-enabled mobile advertising.