Mobile agency

A mobile agency is a fairly new type of agency that has risen due to the popularity of mobile usage and specifically smartphone usage. Mobile agencies operate similar to typical advertising agencies and more closely interactive agencies. They work on behalf of client to create strategic initiatives that are targeted towards the mobile channel. Similar to interactive agencies, they often house strategic, creative and technology departments to work with companies and brands to bring to life mobile initiatives.
The need for a mobile agency started with the rise of SMS users and SMS campaigns such as popular Text-To-Vote TV programs most notably American Idol. The first recognised specialised mobile agencies include the German 12Snap, UK's FlyTxt and North America's Plastic Mobile.
Over the past several years, SMS usage has been increasing in North America, and within the past 2 years there has been a drastic increase in data usage.
The mobile agency model started to change in 2002/3 with the introduction of colour screen phones and 3G connections in Europe and Japan/South Korea. This led to the rise of operator-run mobile internet portals - called "Closed Gardens", which included a mixture of in-house and third party services, most of which used agencies to carry out their design and build.
This led to a proliferation of new agencies, providing specialised mobile user experience, design and build capabilities. These included Icon Mobile in Berlin, and Future Platforms (technology), 3G Labs (interface design) and Digital Creative (user experience) in the UK. Another agency formed at this time was Unstatic, whose founders included Russell Buckley, former director of AdMob purchased by Google.
The increasing popularity of enhanced mobile devices has more recently led to a great rise in mobile agencies in North America, specifically following the release of the popular Apple iPhone. Many brands and companies are finding this new untapped channel a lucrative and innovative way to reach a targeted audience. Mobile agencies provide the knowledge, the insights and the experience required to guide brands in using the appropriate mobile channels.

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