This IDC Insight discusses the potential landscape of mobile marketing and advertising in Australia, and the ramifications it will likely have on consumers as well as the many varied business interests. The pioneering business interests that are beginning to shape the mobile marketing and advertising ecosystem in Australia are doing so with vigour and alacrity, carefully positioning the strengths of their products along with the brand equity that they hope to channel on the mobile platform.

Among the players within the Australia mobile marketing and advertising ecosystem, there is a strong perception that the mobile channel is one of the few "undiscovered countries" that will reinvigorate brand synergies, innovation, and end-user spending.