Marketing via the mobile web is not yet being used to its full potential, despite the surge in consumer surfing in the sector, an industry expert has said.

According to Nick Suckley of agenda21 digital, a look at statistics will reveal how mobile web usage has “really exploded”, but “a corresponding explosion in ad revenues” has not been witnessed – suggesting those involved in internet marketing services could do more to harness its potential.

Speaking at the Westminster eForum Keynote Seminar, More than Talk … The Future of Mobile, he stated that connectivity was a problem, with hardware and payment models obstructing take up and advertising in the sector still “quite marginal”.

Mr Suckley added that, for 2009, the use of the mobile web is “nowhere close” to the levels industry players would have liked to have seen and, as such, it will not be considered “the year of the mobile”.

Other topics addressed during the seminar included the rise of the application and other business models beyond communication.

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