The 4th of July may be over, but major fireworks are ahead for the mobile payments industry according to a new report from Juniper Research.

Juniper estimates that he total value of mobile payments for digital and physical goods, money transfers and NFC (Near Field Communications) transactions will hit $670 billion by 2015 – a remarkable jump from $240 billion this year.

These forecasts represent the gross merchandise value of all purchases or the value of money being transferred.

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Based on the latest research and projections by Juniper, mobile instant messaging users are on pace to surpass 1.3 billion worldwide by 2016, a figure that effectively triples the number of IM users in 2010.

Juniper speculates that the continued growth will be driven by the arrival of new services (Apple’s iMessage is cited as one example), and the accelerated adoption of existing services like AOL’s AIM, Blackberry Messenger, Microsoft’s Windows Live, Skype and Yahoo! Messenger.

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Millennial Media has teamed with comScore to publish an in-depth whitepaper on mobile advertising within the retail industry as part of the former’s new “Mobile Intel” series.

Covering everything from the opportunity retailers are presented with in terms of mobile advertising, to trends, stats, campaign examples and much more, the new 20-page whitepaper takes a deep dive into how retailers can fully leverage the mobile channel.  The report includes data from comScore’s recent Mobile Retail Study that surveyed consumers with three key objectives in mind: 1.) Explore the mobile retail industry and understand its growth; 2.) Delve into the demographics and behavior of mobile retail consumers; and 3.) Understand exactly how mobile is being utilized throughout the purchase funnel.

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According to the findings by the Mobile Marketing Association and Out There Media, mobile advertising has quickly become the most effective marketing form in Asia.

That declaration, which was based on the measurement of consumer response rates, is made in a joint white paper titled “Permission, Privacy, Measurement: The Way Forward.”

“The result of findings provide detailed information on the changing landscape of the Asian mobile marketing and advertising space, and highlighting the importance and growth of opt-in mobile advertising in the region,” the report noted.

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Smaato recently reached an important milestone in the mobile advertising industry – it reached the five year mark.  Celebrating its fifth birthday, the company announced it’s now serving over six billion mobile ad requests per month with over 7,000 publishers signed into its network.

The company has been busy despite its anniversary, also announcing a new whitepaper entitled “The Mobile Advertising Ecosystem,” which describes how app developers and mobile publishers can best navigate and monetize mobile advertising opportunities.  “Smaato has produced this whitepaper to help give an overview of the industry to those taking their first steps into mobile advertising,” said Harald Neidhardt, Smaato CMO and Co-Founder.  ”We hope that the information in this paper and the monthly Smaato Metrics help to educate and provide a benchmark to demonstrate that mobile ad-optimization can drive effective monetization on a global scale.”

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Call tracking service provider Mongoose Metrics has published its third and final installment in a series of whitepapers written by CEO Bradley E. Reynolds, in which he’s so far covered mobile marketing predictions over the next five years and mobile marketing technology trends and future predictions.

The latest in the series is titled “Optimizing Mobile Marketing Conversions,” whereby Reynolds discusses understanding how to effectively account for phone call conversions from mobile marketing campaigns.  It’s a unique approach to understanding an area of mobile marketing that’s ambiguous at best.

“Because phone calls are so simple to launch from a mobile device – and web forms often can be so cumbersome to navigate – the conversion value for the mobile channel is highly skewed towards phone calls and away from web form submissions.  That’s why it’s imperative that you understand how to account for phone calls from your mobile marketing efforts,” says Bradley E. Reynolds, CEO of Mongoose Metrics.

Overall measurement and ROI tracking is a huge benefit to mobile marketing in general, but some areas are easier to measure than others.  While most mobile campaigns can be easily attributed and tracked along the entire campaign process, true person-to-person engagement is hard to analyze.  Because of this, the new whitepaper aims to answer these three questions;

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The Mobile Marketing Association (MMA) today published a new Whitepaper aimed at providing a comprehensive overview of the opportunities presented by oversized mobile ad units measuring 320 pixels in width or larger.

With the growing availability of larger-screened devices like smartphones and tablets- brands, agencies and other members of the mobile marketing ecosystem need to understand the potential of engaging an audience using larger, rich media ads that were once not available on the limited screen real-estate of feature phones and first-gen smartphones.

The new Whitepaper includes several examples of banner and full-screen ad units in use today on large-screen devices, and is intended to encourage further experimentation. The paper also invites companies to share best practices with the MMA’s Mobile Advertising Committee to influence future additions to the “Global Mobile Advertising Guidelines.” The MMA’s “Global Mobile Advertising Guidelines” are widely used in the market today and are based on best practices and optimal consumer experiences, currently on screen sizes of 300 pixels in width and smaller.

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