Mobile platform: more to it than off-the-shelf

Delighted to see that Gary Corbett at Opera (one of your advertisers) believes that the opportunities for mobile marketing look promising.

While I fully understand his specific desire to encourage brands and agencies to go down the self-provisioning route, we are comfortable that the majority of agencies recognise the added-value which mobile applications developers can offer.

Companies like us are chosen because no campaign is the same, and, while we’ve always offered self-provisioning, few “off-the-shelf” solutions tend to satisfy an agency’s or brand’s requirements. Proposing self-provisioning in the mobile marketing space is surely no different to lending a brand a digital camera and printer while offering to “knock up” a few words for their ATL campaign.

Alex Meisl

Chief executive

Sponge

London W1

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