This past year has been historic for mobile, with the rise of Android, the explosion of apps and the sheer volume of people flocking to the Mobile Web. Yet the most exciting development has been watching mobile “grow up.” This is the first year that we have seen brands truly embrace the idea of mobile as a viable marketing channel. Nothing is more evident of that than the first ever Mobile Upfront, taking place next Tuesday in New York. By definition, the concept of an Upfront implies planning for the WHOLE year. In mobile? Incredible.

The industry coming together at next week’s event shows that mobile really has arrived. Smart brands from every area are paying close attention to mobile and are planning ahead for the future. I am honored to be moderating the client panel at the event, which includes marketers from a broad mix of categories including:  CPG (Coca-Cola), Consumer Electronics (Panasonic) and gaming (Atari). 

My how far we have come. In recent months, magnificent mobile devices were born, and great user experiences and faster networks collided. And the masses followed. Mobile now has a seat at the table as the overall marketing strategy is hashed out. And guess what? The mobile programs are getting better because of it. The panelists I will be sharing the stage with at this event all realize mobile cannot live in a silo, it has to be a part of a larger strategic initiative. And they’ve got some great programs to show for it.

So what can we expect for 2010? More integrated campaigns, larger mobile budgets, consolidation and a focus on cross platform development with the Mobile Web at the center. But it all starts with planning ahead. Watch this space and I will share more about what is on the marketers’ minds and how they are using mobile to reach consumers.