NMA - The Mobile Marketing Association is in the process of developing WAP banner ad formats and metrics to encourage brands to adopt the medium. The move highlights a swell of interest around WAP advertising as user numbers grow month on month - up to 1.82m page impressions in May, according to the Mobile Data Association. It's a similar strategy to that used online by the Internet Advertising Bureau in recent years.

Revolution - The next big thing in mobile services is just around the corner, but how prepared are the operators and brand marketers? Adam Woods takes a look.

Marketing Direct - The mobile phone is a potential goldmine for direct marketers. Now some specialist agencies are learning how to exploit its full capabilities. Of everything we own, apart from our keys and our wallets, the mobile phone is the one thing we take with us almost everywhere. When it's with us, it's generally on. And, with 60 million mobile phones in the UK, according to the Mobile Data Association (MDA), that's a sizable potential audience for marketers.

NMA - There's a much-used adage in mobile: content is king. And who am I to argue? Okay, that means that I'm going to argue a little bit. By Craig Barrack is the founder of Mobile Networking

NMA - Online and offline, branded content is everywhere, and one of the places it's predicted to end up next is on 3G mobiles. If video is seen as a cornerstone of 3G, the argument goes, it has to have a perceived value to the consumer. So it has be identified with properties that already have mass-market resonance, be they Coke, Who Wants To Be A Millionaire? or David Beckham.By Nic Howell.

Campaign - 3's streamed video ad marks a milestone for the platform. It was perhaps unfortunate that the 3 mobile network chose 1 April as the date to announce that it had three million third-generation customers in the UK.