For the better (or worse) part of the decade, claims of mobile marketing’s imminent tipping point have filled the blogosphere and tech conference circuits. The “year of mobile” has perpetually been on the horizon, proving time and time again to only be a desert mirage.
Now we’re closer than ever, but the market is understandably cautious of bold claims about mobile search and location-based services. The amount of crying wolf the market has endured has given it a more scrutinizing eye (probably a good thing).
For the most part, the analyst community has agreed that the oft-cited scenario of walking by a Starbucks and getting hit with a mobile ad isn’t going to happen. The mobile industry and its followers have settled on the more realistic concept of pull-based mobile marketing and mobile local search applications.
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