Because carriers can be a roadblock to applications that reside off their own decks (portals), a consumer brand or agency should align itself with a mobile technology company already white-listed to stream video on carriers' networks and that has experience negotiating approval (formal application certification). This will provide needed access to essential API interfaces that a carrier would otherwise block.

In addition, the mobile technology provider should provide:  

• A server that automatically ingests, transforms and manages rich media content in both real-time and a completely lights-out manner.
• A mobile messaging platform that supports the distribution of downloadable applications through short codes and 2D-bar codes that appear in traditional advertising.
• Automatic detection of the handset model and carrier and the ability to deliver on the fly a version of the application that matches the functions of that phone.

Finally, choose a vendor that can move you quickly from the experimental phase in mobile marketing to delivery of real value. Make your brand another reason that a consumer carries a mobile phone.