USA lags on cellphones' marketing potential

http://www.usatoday.com/money/advertising/2008-06-18-cannes-mobile-marketing_N.htm

Mobile is "still very underrepresented by brands in terms of their budget. You look at the capability and the opportunity and how the budgets are being allocated, it's laughable," says Giovanni Maruca, director of Paramount Digital Entertainment's mobile and interactive Europe unit. He's now running a mobile promotion in 12 countries for Indiana Jones and the Kingdom of the Crystal Skull.