MobileStorm has an interesting new 2010 Mid Year Mobile Marketing Report. It covers types of SMS Marketing, mobile applications, location based advertising, mobile web, mobile commerce, social media, proximity marketing, mobile barcodes, augmented reality and NFC.
The report sees carrier control and time to market as the greatest mobile marketing industry challenges.
As for carrier control, the report was produced in the US where carriers tend to have more control over what phones are used and what people do on those phones. The rest of the World is less restrictive. In most countries it’s possible mix and match phones, carriers and the services on phones.
I agree time to market is currently a challenge. It’s often the case that people want something yesterday. I think there are many opportunities to create new tools that can publish cross-platform campaigns using template based technologies and applications.