For non-telco brands and marketers, everything noted to this point provides important context for their ultimate goal: And so, marketers should not to engage with customers on their mobile simply apply legacy advertising devices. However, the marketing industry mechanics to a fundamentally still struggles with finding the right value new engagement ecosystem. New offer to a customer, value which would make strategies are required to leverage consumers engage with a brand. Marketers mobile connections in a more have struggled with developing the right meaningful and effective way. engagement mechanisms for existing users (mobile display ads only take you so far and don’t yet leverage the creative potential that mobile broadband offers). The emergence of a new audience presents an additional challenge, one whose solution is highly unlikely to be found by traditional means. 10