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incorporate nevada - The hype surrounding wireless advertising and marketing far exceeds the reality, according to a report by Frost & Sullivan largely because the technology is not developed and the brands are not embracing it. Those on the wireless marketing bandwagon have made the potential benefits clear. Wireless offers direct, personalized, location-based ads and campaigns. It is also envisioned to be more interactive, emotionalizing, valuable, measurable and traceable than traditional marketing mediums. The value of wireless marketing on 3G networks lies in the real-time monitoring and exchange capabilities, and the seamless convergence between marketing, CRM and m-commerce. But the development of wireless marketing is still at an experimental stage. The majority of advertisements and alerts that are being sent are SMS based. Much of the promise of wireless marketing rests with the 2.5G and 3G networks

that boast greater bandwidth and will enable advertisers to create rich and integrated video, text and audio campaigns that can be great brand communicators. a number of issues must be resolved," said Allison Webb, research analyst at Frost & Sullivan. "These include complementary technologies, next generation mobile networks, new wireless devices, privacy and data protection legislation, consumer acceptance, forms of wireless ads and pricing structures." Frost & Sullivan estimates that by 2006, there is the potential for 37 billion wireless advertisements and alerts to be sent in Western Europe. Revenues generated in the Western European wireless banner ads sector will rise from $51.5 million in 2001 to $464.7 million in 2006. During the same period, wireless interactive alerts will jumping from $102.9 million to $7.4 billion.

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