This has been asked since 2008. It drives me bonkers. Like how the Ad Industry discusses the Ad Agency of the Future every year...since 1975! Instead of a dumb Infographic filled with false claims. Instead of a bunch of hokey stats that mean nothing. Just some easy thoughts to ponder.
So let's look at the state of mobile:
Large smart phone penetration over 50%.
People use their phones for many things these days including shopping.
But depending on your business will determine the value of mobile.
Small business? Make sure your business is mobile searchable as well as your site mobile formatted.
QR Codes? Great idea but usually I get taken to sites not mobile formatted! And with Siri and Google Voice Search scanning a code could take longer than other methods of finding things.
You sell online? You should make sure you can sell on phones. Tablets btw are just like Laptops you are already set. I bought a gift on Etsy while standing at a Supermarket Deli Counter!
You sell in a store? Make sure you have a response ready when someone says 'I can get this on Amazon cheaper' or make sure your offerings are unique so you have no worries.
Location Based Services? Check-Ins are dead. But hey still be on FourSquare and Yelp! Let people who wish to check in do so and share it. There are other options but I think Auto-Checkins, Geo-Fences, and Push Ads to phones are bad for business if not set up properly.
But people use location enhancements all the time! When I drive using Google GPS I have it set up so I see places to eat along the way. Make sure your business shows up in GPS applications.
Mobile Advertising? People do not click banner ads very often on Mobile. But if you have a reason to show people you exist they aren't a bad way.
Big Brand? Depends on the Brand. What does Mobile do for Coke? Nothing really.A big retailer? Maybe incorporate mobile into a loyalty program so a customer announces they are in the store with their phone so you can customize offers?
Want to build an App? Remember people use maybe 10-30 regularly. Why should they use yours? How can they find yours out of hundreds of thousands? What is the value to the user?
Media Company? Your year of mobile was 2010 when your content via Apps was readable, viewable, watchable, and sharable. Make sure your content is even more easily sharable.
So where does this leave us? Mobile will continue to evolve. Remember the non-marketing use of Smart Phones is what we use phones for. We don't use them to see ads or search for deals as the primary function. We shop, consume media, search, entertain. and guess what the service providers and the phone handset folks don't care about mobile advertising. They just care about you paying a high price for the gear and services.