Marketing and Mobile Devices

One of the topics I'm most interested in is how marketers will take the most of the billion of cell phones which are spread all over the world.
While there are already companies such as Google which try to find suitable business models for marketing on cell phones, there are yet no big players on the field. Zentym is a company created by a bunch of Telecommunication Engineers from Madrid which claim to have the key to mobile marketing, will have to keep an eye on them.

I think that the combination of new devices like the IPhone and platforms like Android will enable the real value of mobile marketing..