by Kristjan Otsmann

The chief of Aspiro, Johan Lenander, predicted at the Nordic Mobile Media conference that in the coming years the most interesting mobile services will be those of music and social networks and mobile marketing.

In mobile music people will start downloading more and more complete songs, instead of tunes - 2 to 5 songs a month on average. More than half of them belong to Top 10.

Mobile marketing promises to grow fast as well. We are not talking merely about the growth of text message advertisements, but much more than that. For example, the growth of professional advice services can be foreseen, which will advise on how to spend your free time, inform you about the news and analyse them. The proportion of mobile market research will also increase, as well as the interaction with clients via mobile phones.

The third fast-growing field is social networks. Lenander described it using the example of a digital living-room, where the computer and the mobile phone are just different doors of the room. “Today it is computer-centered, but in the future it will be mobile-centered,” he said, adding that people using those networks will be ready to pay for those services. Well, the success of rate.ee also proves that.

by Marino Bresciani

Here’s a cool marketing idea from Nike: bespoke shoes based on your own mobile phone snaps.

This is a part of a mobile campaign called PhotoID. Buyers can take a cameraphone snap of “brightly coloured subjects, such as street graffiti or clothing”, MMS it off to Nike and get a message back showing a pair of Nike’s 1985 Dunk high-top customised using the colours in the photo. Anyone who’s really taken with their shoes can then buy the customised footwear.

You can see a video of the service in action over at The Guardian. If you want to give it a go, you need to MMS your picture and the word “DUNK” to the following numbers: Denmark: 1231, Finland: 17163, France: 31000, Germany: 99666, Spain: 5222, Sweden: 72445, Norway: 2201, UK: 88247, Italy: 3464646402.