8) Mobile Advertising - Mobile advertising in all regions is continuing to grow through the economic downturn, driven by interest from advertisers in this new opportunity and by the increased use of smart phones and the wireless Internet. Total spending on mobile advertising in 2008 was $530.2 million, which Gartner expects to will grow to $7.5 billion in 2012. Mobile advertising makes the top 10 list because it will be an important way to monetize content on the mobile Internet, offering free applications and services to end users. The mobile channel will be used as part of larger advertising campaigns in various media, including TV, radio, print and outdoors.
9) Mobile Instant Messaging - Price and usability problems have historically held back adoption of mobile instant messaging (IM), while commercial barriers and uncertain business models have precluded widespread carrier deployment and promotion. Mobile IM is on Gartners Top 10 list because of latent user demand and market conditions that are conducive to its future adoption. It has particular appeal to users in developing markets that may rely on mobile phones as their only means of connectivity. Mobile IM presents an opportunity for mobile advertising and social networking, which have been built into some of the more advanced mobile IM clients.
Additional information is available in the Gartner report Dataquest Insight: The Top Ten Consumer Mobile Applications for 2012. The report is available on Gartners website at http://www.gartner.com/resId=1205513.