Mobile rich media marketing will be unable to keep up with mobile search marketing unless fragmentation is solved, new business models are developed and implementation becomes more consistent, writes Srini Dharmaji. To turn things around, mobile marketers need to develop better cross-platform delivery systems, create more engaging mobile content and find effective, reliable metrics for measuring the success of their campaigns. "It's time to take a fresh look at this incredible and exciting media landscape from a different set of eyes," Dharmaji writes.

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