NEW YORK ? Research In Motion's BlackBerry devices just do not match up to Apple's iPhone and Google's Android devices in terms of media consumption, mobile Web experience and features, according to a Razorfish executive.

Paul Gelb, national manager for emerging media at Razorfish, New York, told Mobile Marketing and Media 2010 conference attendees that iPhone and Android devices might be a small part of the mobile phone market, but consumers that use these devices make up about 50 percent of mobile Web activity.

?Feature phones have traditionally been your clam-shell phones and smartphones are the ones you can download apps to,? Mr. Gelb said. ?Super smartphones are anything that is Android or Apple and Microsoft Windows 7, which will hit the market soon.

?BlackBerry is becoming today?s feature phone,? he said. ?They don?t have a robust app store or a full browser.

?Those are really the differentiating criteria.?

Mobile Marketing and Media 2010 was hosted yesterday by Mobile Marketer parent Napean and the Direct Marketing Association.

Consumers may be using their BlackBerrys to visit the mobile Web to check the weather and other daily mobile Internet activities. But Mr. Gelb was not convinced that BlackBerry users do anything more when it comes to mobile Web consumption.

Seventy million consumers are consuming on the mobile Web and the ones that are likely doing the most are those that are using Android or Apple devices, he said.

The moderator of the panel was Erin Wilson, specialist sales executive at Microsoft Mobile Advertising, New York, who seemed rather irritated by Mr. Gelb?s categorization of BlackBerry devices.

Microsoft handles a lot of CPG mobile advertising campaigns and Ms. Wilson said that when it comes to ?low-end? smartphones, there is a market there as well.

Carrie Seifer, vice president of sales at Millennial Media, Baltimore, MD, said that most large entertainment brands want sexy when it comes to their mobile advertising.

And, they want smartphones. On the other hand, restaurant and CPG brands are a lot of times trying to push out coupons and can either do so to a phone that is a smartphone or a phone that is not.

In the end, it depends on the specific goals of the client.

Dos and don?ts
The mobile screen?s size vis-à-vis a computer?s or magazine page?s layout requires special attention to creative.

However, mobile does share in common with the wired Web the ability to be interactive and engage consumers in a two-way manner. It does not make sense, though, to simply repurpose online creative for mobile, the panelists all agreed.

?Simple art with the logo and brand name is key to creative,? said Jennifer Okula, vice president of client and market development, Millward Brown?s Dynamic Logic, New York. ?Convey your message, make it clear what the call to action is right up front.?

Per Mr. Gelb, the mobile device is the most functional device we have ever dealt with.

It is not just another consumer touch point, but instead it is the connective tissue between all the marketing and advertising a brand does.

?Get into a functional ad that is tailored for on the go and has numerous objectives such as driving to store, opting in for messaging,? Mr. Gelb said. ?Go beyond just driving purchases on the mobile phone.?

Ms. Seifer said that the average usership on mobile is 5 minutes. For online, that number is 25 minutes.

?Stop shoving advertising down their throats,? Ms. Seifer said. ?Be targeted and don?t just dump your message into their laps.

?I really loved HBO?s True Blood rich media mobile campaign,? she said. ?I was actually jealous it did not run on our network.?

Mr. Gelb also liked the True Blood ad, but also referenced Dockers shakable ad, which drove enormous engagement.

Victoria's Secret?s holiday ad campaign really tapped into the holiday shopping season and Mr. Gelb was impressed by that ad as well.

?Mobile will be the most measureable marketing vehicle, but we are just starting to get expectations to where they should be,? Mr. Geln said. ?In terms of measurement, it can?t be an apples-to-apples comparison immediately.?

At the conclusion of the panel, Mobile Marketer's Giselle Tsirulnik interviewed Ms. Seifer. Here is the video:

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Here are some pictures of the panel: