Today I sat down briefly with Laura Marriott, executive director, Mobile Marketing Association, at the Mobile Marketing Forum. We spoke about mobile marketing and how it's evolving. If you think mobile marketing is only something for companies in Japan and Europe, think again.Over The Air: What is mobile marketing? Is it just SMS, text, and mobile versions of Websites? What makes it different than online marketing on the desktop?

Laura: The Mobile Marketing Association defines mobile marketing as the use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand-alone marketing communications program. Mobile is not alone and works in tandem with other channels. Mobile marketing includes the use of the mobile Web, text messaging, content downloads, mobile video, etc. There is more diversity in content and interaction in mobile than on the desktop.

Over The Air: The big news today was Sprite's new mobile social networking platform, Sprite Yard. This is a big investment for what's a essentially a customer retention tool. Is the Sprint announcement a sign what the future of mobile marketing looks like?

Laura: Yes, I believe so. I think the investment that Coca-Cola is making in mobile is the start of a global trend. We're beginning to seeing major brands dedicate big resources to mobile.

Over The Air: Why is mobile marketing finally coming into the mainstream?

Laura: We've been priming the pump for the last several years. There were issues with technology -- both handsets and the networks -- and we had to educate both the brands and the users on how to use mobile. As well as figure out to monetize all of it. All of these have come together in the last couple of years. Now we're hitting a critical mass and if you're not doing mobile it's a question of not why but why not.

Over The Air: Besides Sprite, what are the big developments at this year's Mobile Marketing Forum?

Laura: Mobile advertising is getting a lot of brand attention. We're also seeing a lot of attention around mobile commerce, especially coupons and ticketing.

Over The Air: I still see tension between dotMobi and WAP as standards for the mobile Web. Do you see this being resolved anytime soon?

Laura: I don't believe there is tension. I think they're complimentary.

Over The Air: Some have suggested that the iPhone could destroy the need for mobile-specific marketing channels, like mobile Websites and SMS. Do you think that's the case?

Laura: I think the iPhone is first going to appeal to consumers who use a lot of music. Because it's not a 3G phone it's not going to have as much impact as it could, though it will be very transformative.