First, the ad network must build in the technology necessary to gracefully contend with the 50-plus types of mobile devices, all of which require a different method of receiving ads. Some devices accept images, some don't. Some come in color, some are monochrome. A good example of an image ad would be a logo from a financial firm accompanying the delivery of a stock quote. On top of these complexities, there are a multitude of different technological standards, languages, protocols and methods to interface with the hardware.
Rigorous testing is a necessity to deliver the richest media possible to a device.
As well, the traditional ad network model can come with a twist. Since WSPs act as the point of entry for mobile consumers, they have the ability to work with an ad network to establish opt-in preferences that grant users a strong element of control over the number, type and timing of ads received. The model also presents significant opportunities for the WSP to subsidize wireless costs to consumers who agree to receive marketing messages. Reduced or even free wireless costs will further open up wireless to new markets such as college students. And advertising on today's wireless devices is just a start.