![](/sites/default/files/viewpoints/ADL_TIME_Insight_05_2008.jpg.pagespeed.ce.CL22kUeftD.jpg)
Value-creation and business models for advertising and mobile communication markets are undergoing significant shifts across the world. Advertisers see their audiences increasingly using mobile devices and the services of mobile operators and are looking for new ways to differentiate their own service offering. It is therefore not surprising that advertisers and mobile operators are preparing for mobile advertising as the next step in the evolution of online advertising. This paper offers a high-level strategic review of how this potentially attractive market can best be developed.