The mobile device is potentially the most effective advertising media ever developed.It is personal,always-on and enables precise targeting of advertising based on contextual information such as location,user profile and usage history.A recent report from Strategy Analytics predicts an incredible potential for this market:it suggests mobile advertising could account for up to 25 per cent of worldwide Internet advertising expenditure by 2011.Mobile advertising as a revenue stream is rapidly increasing,and the same report predicts that mobile Internet advertising will grow from $1.4bn this year to $14.4bn by 2011.