Revenue potential mentioned for mobile advertising is quite conservative. For right kind of business model applied with greater synergy could drive this business to few thousand crore ( est. size INR 2,500 crore by 2012). Challenges & Opportunity: 1. Operator should provide demographic details of the subscriber 2. Operator should facilitate & pass on cell tower id information of the user, to facilitate appropriate advertisement 3. Gratification/loyalty point model for the end users to entice them for opt-in. I believe "OPT-IN" will become must for mobile advertising. No more ‘interruptive’ advertising. Era is to seek ‘permission’ and advertise. 4. Excellent platform with enhanced analysing, campaign building, ad-inventory auction, online bid support facility at one hand and capability to integrate different VAS network elements/platforms of different operators. This will be helpful to seamless flow of ad-inventory to the advertisers or vice a versa. 5. It gives opportunity for Master of master aggregator to develop, manage, maintain end-to-end value chain through technology support and act as payment clearing house to settle dues, collect money and distribute it among the stakeholder 6. What search engine does in last decade and continuing to do till the date in PC-internet domain, right model in mobile-marketing can repeat the same in mobile domain. It can become much more predictive. Sophistication can bring in more value to the advertisers by increasing their chances to be at right place, at right time. And bonus could be advertisement can become more interactive and proactive as well. Your comments are welcome. You can reach me at sushilmalani@gmail.com