Mobile is rising and has become the fast growing channel in many countries, Fredrik Oscarson, Founder and Vice President, New Business Director, Mobiento, said in the session “Mobile content and revenue innovations” at the third World Digital Publishing Conference & Expo.

Mobile marketing generated US$1.8 billion dollars worldwide last year. However, it is predicted to reach $15 billion by 2011 and $24 billion two years later.

Mobile advertising is also proving to be more effective than Internet advertising, Oscarson added.

According to Oscarson, publishers need to launch a mobile Web site, create a mobile advertising management platform, drive traffic to the new site, partner with mobile operators, and also monetize traffic.

According to Jorma Härkönen, Senior Vice President and President of Internet & Consumer Business, MTV Media, viable mobile businesses have arrived ­- voice calls on mobile telephones now contribute only 12 percent of usage time, dwarfed by information services like messaging, games and Internet browsing.

“Stop thinking about mobile as a separate platform. You need to start thinking about mobile as part of your much larger platform,” said Ilicco Elia, Head of Mobile Europe, Reuters, at the conference. “You need to make sure you are integrating mobile into your other advertising platforms and understand how it enhances your offer to your advertisers,” Elia added.