Recent reports showing the stupendous growth in mobile broadband usage have been making the rounds in the past few months. The growth rate predicted in this sector is so great that analysts are doubtful if demand can actually be met and whether the infrastructure will be in place in future to support such growth.

The growth in mobile broadband usage is so high that experts predict an unprecedented forty-fold increase by 2017. There are very tangible fears that the technological advancement by this time will be nowhere near adequate to match the needs.

Any media channel that reaches millions of people globally would normally make an ideal advertising launch pad. In this scenario, it ought to be inevitable for mobile broadband to become the next canvas for advertising. Mobile broadband providers have tried to capitalise on this emerging medium by presenting advertisements that can be seen the moment customers log on to the internet. However, this strategy seems to be failing abysmally, according to experts.

At a seminar in Westminster, the managing partner of agenda21 digital expressed his concern over this failure in the eForum Keynote Seminar. He pointed out that the advertising profits, which were expected to be generated from the airing of ads in this medium, have not been anywhere near satisfactory. He remarked that though mobile broadband usage has seen a massive spurt in recent years, it has not yet emerged as a suitable advertising medium.

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