**As published in RCR Wireless News**

BARCELONA — “No doubt about it, to some extent we’re selling change,” Tim Sefton, customer director of Telefonica O2 UK, said today on a mobile marketing and advertising panel.

That fact more than anything may be why for nearly the past decade, executive after executive has defined this and each subsequent year as the year of mobile marketing and advertising — and been so very wrong.

Personifying the problem the mobile industry has when it comes to convincing marketers, media buyers and ad agencies to direct more of their spend to mobile wasn’t hard to find in the audience. When asked how many in attendance were advertisers, only one or two raised their hands. Equally troublesome for mobile advertising as a whole, only two or three people raised their hands to identify themselves as someone representing a brand or ad agency. Read more