Forecast: Mobile marketing worth $19B by 2011

A new study issued by ABI Research anticipates the global mobile marketing and advertising market will boast a value of $3 billion by the end of 2007, growing to $19 billion by 2011 thanks to mobile search and video advertising. According to ABI, mobile video will attract the most attention from mobile marketers, accounting for $9 billion in spending by 2011 and surpassing SMS. 

ABI Research principal analyst Judith Rosall said the market's success hinges on advertisers employing multiple technologies and business models deliver their messages to mobile consumers. "Mobile advertising and marketing is a risky, albeit enticing business," Rosall said in a prepared statement. "Unlike the PC, a mobile device offers a uniquely personalized communications channel. Carriers worldwide have quite a bit of information about their end-users: name, sex, age, geographical location. And depending on the handset and plan their users have purchased, the carriers probably also know something about their economic status and credit record. But they don't like to release this information to third parties because they want to protect and control their customers."

For more on the ABI forecast:
- read this release