What's needed, the World Mobile Congress heard in recent days, is a transactional function within mobile to spur the biggest growth.
Indeed, Gartner told the conference that the $530 million business last year could reach $13.5 billion by 2013. But growth on that scale requires a lever, and that lever appears to be functionality in mobile to permit more transactions by text.
Until that comes, analysts believe the potential won't be reached. At the moment, most of the advertising involves brand-building.