1. Simplicity works: A factor that was constantly highlighted was that an iPhone and Android-exclusive focus will not reach a broad audience. Simpler devices have more market share, and mobile friendly sites are possibly the primary way to reach a larger audience. The fact that simple SMS based services such as txtlocal are doing so well highlights the fact that simple campaigns are effective and offer reach. Many companies build iPhone apps first because that is the device their CEO uses, but this is often not representative of their market.
2. Mobile is not well packaged for the lay person: Consensus is that mobile advertising is being poorly promoted and that confusion still reigns as to what is and isn't possible. Additionally, it is clear that many potential advertisers do not test mobile due to inflexible cost structures by ad networks, agencies and developers. Advertisers are not as cost sensitive as perceived and they simply want an opportunity to test mobile, evaluate results and invest further if it performs.
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