As a communication tool it is yet another example of how the move to a truly digital world is becoming a reality. It is also the best example of where the convergence of telecoms and content has actually happened, and I am sure that as consumers get use to the medium there will be an even greater appreciation as to how convergence can work practically in other areas.
Enhanced communication tools mean that a wealth of entertainment and natural marketing opportunities are there to be exploited. From an entertainment viewpoint the music, film, news and sports sectors seem the best placed to take advantage.
Naturally, the content owners all see this as an opportunity for incremental revenue while at the same time hoping that cannibalisation of their existing revenue flows is minimised. In large part, I believe this will be the case.
In this regard it is interesting to note that I am seeing revenue sharing deals being struck, rather than a commitment to outright flat licence fees.
From the viewpoint of mobile marketing, the ability to reach customers anytime and anywhere on what is, after all, the most personal of all communications devices ever invented, should bring a multitude of opportunities to marketers.
In particular, the opportunity to highly effectively target individuals.
The marketing opportunities in certain sectors are even more exciting when one combines the ability to tailor the message that individuals receive based on where they are physically at any given point in time.
If used effectively, this could benefit entertainment venues, restaurants and retail sectors.
I believe that one of the most interesting things to watch is how content owners can work with advertisers to create offerings whereby both are satisfied, and where the use of mobile marketing can be integrated into wider campaigns that support large scale TV and print placements as well.
Mobile marketing is an excellent example of how brands will be able to embrace the important concept of staying close to - or connecting with - their consumers.
This could be the ultimate in 'personal touch' and will enhance the overall brand experience.
The succesful brands of the future will compete on this basis.
However, it is true to say that 'opportunity' is often synonymous with 'challenge' and for agencies, mobile marketing represents another threat to the conventionalist way of using media.
From a design viewpoint there will be challenges to 'fit' the image or message to the medium, as well as ensuring that distilled messages are delivered effectively in as short a period of time as possible.
The good news is that this challenge is not new to the industry.
Therefore it is to be hoped that marketing professionals have learnt their lessons from coping with the introduction of internet marketing, to make a quicker and more effective start to coping with the challenges of mobile marketing.
It remains to be seen if those experiences have been remembered.