Will Mobile Ads Take Off In '07, Or Be Put On Hold?

But as the barriers to entry start to come down, the hardest work for marketers really begins now, said Stoller. And simply duplicating applications used for other digital media won't cut it in the mobile space. "I think banners and text that say 'buy Pepsi' are never going to work," he said. "The whole model needs to be rethought."

Mobile Marketing

Procter and Gamble, meanwhile, has launched a Mobile Ad Lab. which will create 35 mobile marketing programs over the next nine months. "Two-thousand seven will be a year of growth for the U.S. mobile industry. We will be seeing a lot of the large marketers entering the arena with test and learn executions," said mobile marketing guru John Hadl, who advises P&G.

BlueCasting - The Next Marketing Faux-pas?

As a result, next month the DMA will publish guidelines on marketing via Bluetooth and will raise the issue of initial opt-in with its new Mobile Marketing Council. This is extremely encouraging, hopefully meaning that marketers will learn to walk before racing ahead with this new channel.
No matter what the outcome, I can’t help thinking that whatever emerges with the advent of BlueCasting, the issue here has to be consumer choice. Communications must be targeted, permission based and above all engaging to combat consumer aversion. A mature, long-term approach that focuses on creating a dialogue with a customer - not a monologue - is essential. Otherwise, we risk wrecking the potential of this exciting, new medium.

From the article "Jamais sans mon mobile" in the french magazine Courrier International. The original article published in AERA (Asahi Shimbun Extra Report and Analysis) is from ITAMI Kazuhiro (text) and TAKAI Masahiko (photos).

The notes for the above photo are the following:

Le Code QR (pour Quick Response) peut être considéré comme le code-barres de la nouvelle génération. Alors que ce dernier ne peut enregistrer qu'une suite de treize chiffres* au maximum, le code QR peut stocker environ 7'000 caractères numériques et 1800 caractères alphanumériques**. Ils peuvent être lus par le téléphone portable.

* and in this comparable to proprietory 2D codes.
** not exactly right, see here

Not related, but worth a second look
Die japanische "Werbekultur" (PDF from 2003/04)
Excerpt from page 34:

Mitsuo Wada sieht also eine starke Tendenz zu "Multistaged Communication" und "Customer Interaction". Die ursprüngliche Funktion von Werbung, nämlich die Vorstellung eines Produktes und die Erhöhung dessen Absatzes, wurde abgelöst durch Prinzipien wie Imagestärkung und Kundenbindung. Dieser Trend findet dann seine letzte Konsequenz in neuen Werbeformen, die einen direkten Kontakt zu den Kunden und somit eine enge Bindung zwischen Konsumenten und Unternehmen ermöglichen. Der hohe Grad von Imagewerbung und emotionaler Ansprache ist ein deutlicher Vorbote für diese neue Werbekultur.