[telecom] Mobile Advertising: The $20B Opportunity Mirage

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Mobile Advertising: The $20B Opportunity Mirage

June 10, 2012 Edited by Jean-Louis Gassée

There are a lot of questions left to be answered about Facebook's IPO fiasco, but one thing we know is this: As consumers shift their use of Facebook from PCs to smartphones, investors worry about lower mobile advertising revenues. Is this a temporary situation that will be remedied when usage patterns settle, or do investors have a right to be concerned? Must the advertising industry learn to adapt to a permanently leaner income stream from smartphones?

Let's start by taking another look at Mary Meeker's latest Internet Trends presentation from last week's All Things Digital conference. On slide 17, she projects a $20B opportunity for Mobile Advertising in the US:

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