There's an interesting opinion piece up today at Mobile Marketer - here's the gist of it:

Apple's iPhone taught consumers that sharing information about their location and other data about themselves via a mobile device can be fun and beneficial, opening the door for marketers to target consumers via mobile. However, with many brands still lacking a robust mobile strategy, marketers are looking for the next big advancement that could pave the way for the channel to reach critical mass.

“Given how important the iPhone was – and is – to defining the modern smartphone experience, it would be difficult to name any developments that came after that wouldn't trace its origins back to the iPhone,” said Chia Chen, New York-based North American mobile practice lead at Digitas.

So far, but such a long way to go:

However, despite all the advances in mobile marketing, there are still a large number of marketers doing very little or nothing in the channel. Since this has nothing to with the need for better technology or analytics, mobile marketing is likely to not make another big advance until marketers make it a bigger priority.

Read more at Mobile Marketer.