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Agencies are interested in mobile but there is still limited understanding and expertise around mobile advertising, was the general view at MediaTel Group’s Come on Mobile… Stand Up and Deliver! event last week.

Speaking at MediaTel Group’s Come on Mobile… Stand Up and Deliver! event on Friday, David Fieldhouse, owner and strategy director at Lucidity Mobile, said the heat is coming out of the app market now, after an initial gold rush.

Mobile customers will pay for “what they see value in”, which means a shift towards customers paying more for using more bandwidth, according to Facebook’s head of mobile partnerships EMEA Fergal Walker.

Ofcom has announced plans for the largest ever single auction of mobile phone spectrum in 2012 with the aim of enabling high-speed internet connectivity around the UK.

ITV1’s popular dating series Take Me Out ended on a high of 5.5 million peak viewers on Saturday night, securing the all-important prime time ratings.

Marius Cloete, head of research at the PPA, says for publishers the real game-changer isn’t developing that elusive killer app, it’s the realisation that end-users want our content and we continuously need to rise to the challenge of giving them access to it.

Aegis reported results ahead of expectations last week, with organic revenue up 5.8% year on year to £1.45 billion in 2010.

Mark Thomson, media director at Royal Mail, says as the industry moves at pace into the new decade, marketers must abide by the three ‘r’s’ – relevance, response and restraint if they are to succeed.

Simon is chairing MediaTel Group’s Come on Mobile… Stand Up and Deliver! event in London today. For up to date comment, follow us on Twitter (MediaTelGroup – #MTmobile). Full coverage on Newsline later today and next week.

There was little debate to be had in the interactive session at the ISBA conference in London today but the most interesting out-takes were probably those from Mark Brandon, commercial director at Virgin Media Digital Sales.