Great find Russell!
It always takes a while for new technologies to adapt to be used for advertising. If one looks at the introduction of radio, television and the internet; the gap between introduction as a media and when it started being taken seriously as a promotional vehicle has varied between 10 and 20 years.
Gartner, presenting at the same breakfast briefing sees 3 scenarios. They differ about the particular type of wireless marketing to win out, but with magazine readership at an all time low and television changing to filter out ads, each scenario sees wireless taking a larger share of the advertising budget.
This scenario will only come to pass if marketers are open to trying something new and technically based mobile marketing companies learn to talk the language of brands. If the two sides can meet in the middle, then there is a great opportunity for a new and exciting method of marketing communications.