It's no secret that Google think mobile is going to be a big deal, as do the phone operators and manufacturers themselves. And who knows? The penny might also drop soon enough for more ad and digital agencies to gear up appropriately.
So do yourself a favour and read Toni's vision of the not so distant future for all of us.
As an ad agency copywriter in a previous life, I related particularly to the authors reminder that mobile, permission-based advertising will have to entertain and please the recipient, (something the more enlightened ad agencies have appreciated for donkey's of course.)
And was both staggered and delighted to read the stat that 44% of Japanese mobile users click on links in mobile advertising. (Bet they weren't Proctor & Gamble ads.)
WooHoo, bring it on.