Mobile Agencies Look Beyond Apps

Advertising agencies say branded mobile apps aren't the be-all, end-all for mobile marketing, and will be challenged by mobile Web browser functionality, which will allow apps to run within the browser context.

Despite the hype surrounding the mobile application space thanks to app-centric devices such as Apple's iPhone and iPad devices, mobile agencies suggest new technologies like HTML5 and Apple's iAd product could help turn marketers' attention away from the crowded branded app space.

Mobile Agencies Look Beyond Apps as Market Evolves