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The Mobile Marketing Super Session was ironically interrupted by a loud rude cellphone conversation in the back of the room. Nevertheless, some good trends and information made their way through the chatter, with a general sense that mobile marketing has moved from 1999’s hype to 2004’s reality. Jim Manis from m-Qube gave a nice overview of the exploding market for SMS. 2.5 billion messages sent per month in the US, virtually 100 percent adoption among teens with enabled phones. Lots of brands are starting to integrate SMS into marketing mix, especially in entertainment. Jim contended that the best use of mobile was as part of the integrated mix, with websites, point-of-sale, packaging, etc. driving the SMS promotions. Carrie Himelfarb from Vindigo then followed up with the sexier side of mobile—content and applications on the phones. She nicely categorized the uses of mobile (I love numbered lists) in order of importance to consumers. Communication; SMS, greeting cards Expression; ring tones, wallpaper Entertainment Help; weather, directions On the flip side of the numbered list phenomenon was the amazing coincidence that not one, but two of the presenters offered “Top five” lists which actually only had four items. Jill, if you’re reading this, can you let the AD:TECH audience know what the fifth reason to incorporate mobile into your marketing mix is? Your slide only had four. http://www.adtechblog.com/2401/