The year of the mobile device?

Will 2010 be the year where the mobile device finally becomes a core element in the mix of channels, a marketers uses? Back in 2007, I did a couple of SMS experiments which paid back, but the results were all a bit too thin to scale it out in a bigger way. In other words, at the start, it seemed very straightforward, but when you throw into the equation a whole range of issues of obstacles, any margin we had quickly disappeared. How the world has moved on in two years. I was interested to see a recent post from Google's Richard Robinson which captures quite nicely how mobile devices have developed so much that they should no longer really be called 'mobile phones' as a phone is merely one small task amongst a myriad of other functions it is used for. Richard is speaking at the IDM B2B Conference on May 19th in London.