Planet Mobile overestimates Mobile Advertising market shock Horror!

Surely not....who would ever imagine that Planet Mobile and their tame research arms could possibly over-egg Mobile Advertising (article in Business Week).

I mean, its not as if its happened before

Ads on cell phones have long been hailed as the next big thing. But flipping through industry forecasts, Didier Kuhn says, "I don't believe the figures I am seeing." And he doesn't mean that in a rah-rah kind of way.

Kuhn, CEO of a mobile advertising company acquired by Microsoft (MSFT) in May, views most analyst predictions as way too rosy. Gartner (IT) expects $11 billion in global revenue from ads on mobile devices by 2011, up from less than $1 billion a year now. Strategy Analytics sees an even bigger $14.4 billion revenue pie by then, accounting for a fifth of all online ad spending. These forecasts are "incredibly steep," says Kuhn, relieved that his company, ScreenTonic, has Microsoft to watch its back as the market develops. "It will take slightly more time for the industry to grow."

For the record - when we wrote our report on Online Advertising earlier this year we looked at these surveys and decided they were a load of bulls.......were unlikely to be correct.

Our predictions for Mobile Advertising by 2011 are more in the range of $8 - $9bn for our "realistic" scenario, not the $11 - 14bn, the reasoning is not that far away from the Business Week article linked to above

If you want the backup...buy the report