While tech heads are drooling over the new iPhone's 3G network and lower price, marketers are licking their lips at the potential for the device to revolutionize mobile marketing.

That's because with the new iPhone, Apple is opening its platform to outside developers, letting them create applications and widgets that take advantage of the device's new features, such as GPS and an accelerometer. Siite Interactive is developing several applications with those features in mind, and CEO Alan Ruthazer believes the device has the potential to alter the mobile marketing landscape.

Where mobile marketing has traditionally adopted the internet model of display advertising, the new iPhone’s open platform means marketers can now focus on branded applications that users would utilize everyday.

"What's going to work in mobile is applications over advertising," Chad Stoller, director-emerging platforms at Organic, told Advertising Age. "You have to provide utility and use. But it's one thing to build it, another to get distribution."
 
The iPhone will offer the distribution Stoller talks about.  The device's launch in July will coincide with the launch of the Apple Apps Store, where users can purchase and download applications for the iPhone. Applications will undergo an approval process before they are added to the store, and Apple will take 30 percent of the revenue.