Working in the mobile marketing industry has got to be a little like being a baseball fan in Brooklyn in the 1950s. Prospects to win abound, but somehow, come October, the faithful are always left with the consolation, "Wait 'til next year." Well, just when 1955 (the Dodgers, triumphant at last!) will come for the mobile market is not clear, and the drags on the industry are significant enough that many working in mobile advertising realize a quick fix won't happen. The once-heralded boom in mobile marketing might turn out to be more of a gradual evolution. Screens are too small to replicate the multimedia activities common to the PC, and outside of iPhone owners, few people use their mobile devices to access the Web. Then, too, carriers are only slowly loosening their grip on their services so that marketers might one day set up interoperable third-party ad networks similar to those dominating the Web.

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