of the congress was delivered by Robert Conway CEO of the GSM Association, who in his speech emphasized the increasing importance of mobile applications and content in the context of the rapid adoption of smart phones. Mr. Conway used the Apple App Store and its 140k+ apps as an example of such rapid growth.According to the GSM Association, the mobile app market should generate about $8 billion in revenues in 2010, almost double the 2009 numbers, and that figure does not including sponsored apps which alone could ignite an even more explosive expansion of mobile apps.And with such growth, mobile as a platform for media and advertising presents an enormous revenue potential for carriers and content developers. Unfortunately, according to Mr. Conway, the mobile platform is still far from delivering the substantial and expected revenues. He emphasized the need for more accurate metrics as being the main obstacle for growth, but noted that recent acquisitions of companies in the mobile marketing have turned over $1 billion in the U.S., with AdMob being purchased by Google for $750 million and Quattro by Apple for $255 million. These acquisitions are strong indicators that industry leaders believe in the potential of the mobile channel despite the current challenges related to tracking and analytics.In his presentation, Mr. Conway analyzed the Mobile Media Metrics Initiative, which was conducted two years ago in the United Kingdom and consolidated and analyzed information from all carriers in the UK.For the study, operators in the UK agreed to disclose information and metrics in order to help build a knowledge base for more robust future mobile marketing initiatives. According to figures from the Mobile Media Metrics Initiative, as of January 2010 there were about 19 million unique users accessing the Internet through mobile networks in the UK, and the data traffic usage pattern is a mix between web browsing and online access via services offered by the carriers themselves. The conclusion is that there is certainly room for companies to serve this huge mobile audience, and revenue opportunities abound. The breakdown of the audience was as follows:Facebook had 6.3 million unique visitors, followed by Google sites (5.9 million), Vodafone pages (3.6 million users), the mobile sites of Orange (3.5 million), and the sites of O2/Telefonica (3.5 million), with the remaining users spread across sites such as Yahoo, BBC, Apple, Microsoft and Nokia. The sites' ranking varied slightly depending on the type of benchmark analyzed: pages viewed or time spent in the site, but for the most part the ranking matched the number of unique visitors. GSM Association concludes that the fragmentation of platforms and the lack of analytics data is an impediment to the growth of mobile advertising.Advertisers and agencies and the whole ecosystem of players in online marketing, will not embrace mobile marketing unless they can track and measure mobile marketing KPIs with the same ease and richness of information found in other more established channels and platforms such as keyword advertising, SEO, affiliate programs, etc. In fact, one could draw a parallel between todays mobile marketing and social media marketing,