Paramount to release movies for Windows Phone 7
Paramount Digital Entertainment announced that it will be releasing 10 enhanced movie applications of Paramount Pictures' films exclusively for Windows Phone 7. 

Paramount is launching School of Rock  today in the U.S. and Canadian Windows Phone Marketplace with additional titles to be released in the U.S. and international markets before the end of the year.

The movie apps have been built using Microsoft Silverlight technology and offer the full movie plus menus, bonus features and unique experiences not available on other platforms to deliver a rich connected consumer experience to Windows Phone 7. 

Other titles coming to Paramount Silverlight Enhanced Movies for Windows Phone include Zoolander, Waiting for Superman and GI Joe: The Rise of the Cobra, with more to be announced.

Paramount Digital Entertainment developed the movie apps in collaboration with Digitalsmiths, Hypershow and Trailer Park.

Mobile search will make up 73 percent of the mobile ad market by 2013
Performics recently compiled a PDF overview of some research it has been tracking on mobile search.

Here?s a real quick overview of some of the findings:

? Mobile search will make up 73 percent of the mobile ad market by 2013
? In 2010, mobile reached the ten percent of all searches threshold for all Performics clients
? Performics projects that, by the end of 2011, mobile searches could be 16 percent of total Google searches
? So mobile is becoming a significant portion of search, and search will be far and away the most substantial portion of mobile revenue for the foreseeable future

Tagga gives the gift of learning
Tagga is asking people to text SCHOOL to 82442 and it will give the gift of education.

Through UNICEF Tagga will be sending a child in a developing country to school in 2011.

So, when consumers text SCHOOL to 82442 they should visit the link in the reply.

For every click on the Tagga Gift of Learning site, a light on the tree will go on?once the tree has been fully lit Tagga will purchase enough supplies and teaching materials to start a class of up to 80 children learning in the New Year.

Jumptap releases 2011 mobile ad market predictions

Mobile gets its own allocation in advertisers? marketing budgets.
According to Nielsen, smart phone penetration is hovering around 29 percent, but is expected to hit 50 percent by 2012. 

This broad reach is compelling marketers to shift mobile to its own line item in brand marketing budgets.

In addition, cross-platform media research in 2011 on effectiveness will categorically show the incremental impact of mobile ads on brand metrics when combined with TV and online.

Mobile will be integrated into digital planning and measurement tools.
Integration into platforms like Doubleclick and agency trading desks will begin taking place in 2011.

This long waited step will make it easier for agency media planners to include mobile on the front-end and measure mobile on the back-end.

The clear quantification of performance and ROI in mobile vs. PC-based Internet will result in budget shifts.

Mcommerce connection to mobile advertising will take off.
As marketers and retailers invest resources to build comprehensive mobile commerce initiatives, so will they focus on promoting them in medium. 

Currently 80 percent of U.S. multichannel retailers have no mobile commerce capabilities and only 12 percent of the top 500 Internet retailers have sites optimized for mobile phones.

As consumer behavior shifts, so will the marketing efforts behind mobile optimized sites, allowing consumers to begin a mobile commerce process on mobile and completing the transaction on PC, or vice versa.  

Promoting these mobile optimized experiences for brands will be a big focus in 2011.
 
Mobile Video takes center stage. 
Carriers, networks and app developers all know that mobile video is the next killer app.

Sight, sound and motion has long been a major driver in user engagement.

Allowing consumers to follow their viewing experience across multiple devices including tablets, PCs, and connected TVs will be a reality in 2011.

This behavioral shift will dramatically change through Android and Apple-powered TVs and will plug right into the mobile app ecosystem, allowing mobile video to gain scale very rapidly.

Tracking audiences and the consumer experience becomes key.
As advertisers continue to advance their focus on audience buying and consumers shift their Internet consumption to multiple devices, the need to track the user experience across devices will likewise increase. 

Publishers will need to understand the ?consumer experience? across platform and adjust content accordingly. 

In 2011, marketers will focus on utilizing consumer audience data to provide customized experiences suited for mobile and tablet devices. 
 
Traditional ad networks and other players will be clamoring to become a part of the mobile ecosystem.
As Internet consumption moves from PC to mobile so will the dollars follow.

While many PC and digital companies have been cautious with their mobile investments, their attention will mirror the change in consumer behavior and place more emphasis on mobile accordingly.

In 2011, mobile devices will become a compelling option for those that may have never considered mobile in the past. 

In addition, the industry will see more growth as non-media players, including technology vendors, carriers, traditional media companies, infrastructure enablers and handset manufacturers, join the mobile advertising industry via mergers and acquisitions.

For many players that were left behind in PC Internet revolution, mobile represents the next gold rush to make their mark.