“However,” says Allison Webb, Research Analyst at Frost & Sullivan, “before wireless will be used as a mainstream marketing channel, a number of issues must be resolved. These include complementary technologies, next generation mobile networks, new wireless devices, privacy and data protection legislation, consumer acceptance, forms of wireless ads and pricing structures.”
Revenues from wireless banner ads in Europe are forecast to grow from $51.5 million to $464.7 million over the next four years, while revenues from wireless alerts are predicted to reach $7.4 billion, up from $102.9 million currently.
