1. Augmented reality: will likely gain traction
2. Growth of mobile Web: will reach more than one-half of the consumers on the wired Web
3. GPS battery drain problem: expect Apple to solve this
4. Mobile site and applications: 50 percent of campaigns will direct users to a mobile site and 35-40 percent to a custom mobile application
5. Geo-fencing: will hear geo-fence become part of marketers’ vocabulary
6. Linking CRM databases into mobile marketing
7. New entrants into mobile: more than 25 percent of brands anticipate spending more than $5 million on mobile advertising in 2010
8. Carriers to open up location
9. Mobile triple play = Location x Relevancy x Immediacy
10. Coupons to incorporate time and context
11. Long live the ad networks: advertisers will increasingly buy audiences over buying media properties
12. Privacy: ad networks will follow guidelines set by industry trade associations
13. Mobile commerce and retail will grow
14. Demand and supply: demand for preroll and other advanced mobile video advertising solutions will exceed available inventory, supply exceeds demand in application mobile advertising
15. Competition: Android and RIM developer platforms continue to flourish.
16. Frequency capping and share of voice
17. Location: data will begin to be mined
18. Search: will become a high driver of in-store traffic

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