Carriers also know that thanks to organizations like the Mobile Marketing Association and their rules of conduct, the neighborhood beyond their controlled user environment is becoming a safer place to play.

That’s right, these carriers who previously protected their consumers like a teenage daughter have come to realize that their daughter wants to explore the world, beyond the walls currently provided and participate in promotions, opt-in advertising, and targeted notifications.

Kids these days. You’ve got to let them explore the world, or they’ll run away with some new MVNO that treats them like an adult.

Now the question remains for brands and marketers. Of all the various ways to skin a cat and market a product, which of these new methods will work best?

Voice:
Well it is darn hard to market to someone over voice. Although that’s not stopping companies like Phonebites who has a technology for consumers to inject sound effects of people like the Jerky Boys into live conversations.

SMS:
SMS, which stands for short message service has been the gold standard in simplicity and adoption. However to a marketer it’s as robust as print ad done in dot matrix and as exciting as that Interpol fax that streams with clues when playing Where in the world is Carmen Sandiego? Based on the technology available, SMS has lived long and prospered. In fact most consumers “text message” more than any other mobile service allowing pure mobile agencies like M-Qube or ipsh! to bring together consumers with brands like McDonalds and the Discovery Channel.

WAP:
WAP or Wireless Application Protocol is trying to re-emerge into the foray like Sen Joe Biden’s bid for the 2008 Presidency. Of course both faltered in their first attempts WAP in 2001 and Biden in 1988 but the jury is still out on their future popularity.

WAP is back. Yeah sure, but do consumers want to read tiny banner ads on their phone screens which are roughly 1/36th the size of their PC screen? That remains to be seen. Additionally when people use their tiny web browsers on their phone, they are mostly on-the go and looking for some key information like using Google to search for a restaurant number or checking how the NASDAQ faired meaning a less compelling time and opportunity for marketers.

Branded ringtones:
This is a great opportunity for marketers. Consumers want to personalize their phone, and marketers want consumers to hear their jingle all the time. In the case of Dodge, consumers actually bought ringtones through their carrier powered by Modtones. Other brands are giving them away like Axe Booty Tones.

Mobile Games:
Ahh…now here’s an interesting medium.

1. There is no question that videogames in general is a bigger industry than Hollywood already. Mobile games alone will be a over a $1 billion dollar market in the U.S. by 2009.

2. Some gamers are a loyal bunch. They eat, sleep, and breathe for their favorite title. Is this tempting to your brand? Advertisements will also make the games free for the users. Content subsidy is a great way to get players to like a brand. Let me know when “free” goes out of style.

3. Mobile ads within games take up the FULL PHONE SCREEN. Finally, an advertisement that I can actually see on my phone. When the ad is compelling to the user, they are able to make a phone call or jump to the mobile web. In-game mobile ads will be the closest thing to immersive interactive ads online.

4. Other mobile gamers are classified as casual. This means they have some free time to play around on their phone and burn some minutes enjoying themselves. Let’s see how this contrasts with other forms of mobile marketing.

The average SMS user is getting promotions sent to them but these can come at any time and are often received when the consumer may be occupied with some other task. This is especially the case with p2p viral promotions sent by friends.

The average WAP user is looking for some information quickly and is confined to a small screen so is really looking for something specific, also not the most opportune time for a marketing message.

The mobile gamer is relaxing when playing a game. They are looking for entertainment so this is the perfect time to let them know about a special at Taco Bell or way to download a ringtone from that exact game they are playing.

When a consumer has down time, they are most likely to enjoy a marketing message. The experience with a full screen brand opportunity is robust and advertisers can get their message out clearly and visibly.

Now that’s infotainment.