This document discusses how mobile advertising and analytics are emerging as new opportunities in the mobile market. It outlines key dimensions of mobile advertising like location-based services, coupons, and analytics features. It argues that traditional mobile advertising targeting is limited but analytics can provide contextual targeting based on consumer behavior, usage, and location. This allows more effective personalization and measurement of advertising campaigns. The document presents a case study of an Indian service provider that used analytics to segment markets, measure interest in ads and services, and optimize advertising performance.