The importance of the mobile market can not be overlooks. The reach is showing exponential growth expected over the next few years with global  smart phone use expected to top 500 million units my 2015.

There are still a number of limiting factors that are restricting mobile marketing this year. The first and most important is our ability to understand the users browsing behaviour. Whilst it has been quite easy to comprehend browsing patterns for PC and laptop users for some time, the nature of mobile usage; where, when, type of content and restrictive browser types all contribute to a very random analysis when trying to predict marketing strategies.

Many users will now be very comfortable in using their mobile to send and receive email messages, and providing these are on one of the free platforms that supports ads, such are Gmail or Yahoo! there is the possibility of exposure. However ads and links must be customised for limited mobile browsing to fully benefit from this niche.

Whilst many users will be very comfortable making purchasing online from eCommerce platforms when on a PC, I don't think we have the data to fully analyse how this behaviour changes when the same user is exposed to the same eshop on a mobile. Does the user primarily browser on his mobile on the commute to work? Will he or she be happy taking out a credit card to confirm a purchase on a crowded train or bus, where it may be very natural in the home or work environment.

There is no doubt that the mobile market is the most interesting and unexploited resource to emerge for the millennium, and we must conceptualise and prepare. However to capitalise  there is a requirement to bring together many platforms and unfortunately some of these tools are still just out of the embryonic stage.