Mobile advertising: What's in it for the consumer?

Perhaps the most significant benefit will come through consumer access to richer content and media. Content is expensive to generate and offer to consumers, and advertising provides a means to offer richer content at more reasonable cost.

John Styers, general manager of mobile advertising at Sprint, explains that given the increasing costs to generate content, carriers are developing new methods to subsidize or recover costs on the more expensive content.

Mobile advertising may also provide consumers with access to content they previously were unaware of. Lots of new content providers will want to pay to be featured on the carrier deck (again, lots of opportunity for consumers in terms of broader access to rich media).

According to Jones, "Mobile advertising allows us to have a viable business," by adding more content, features and richness to their site – ultimately, improving the experience and opportunities for the consumer. Read more of Mobile advertising: What's in it for the consumer?