For quite some time mobile marketing and advertising were predicted to explode. It looks like this time has finally come – at least in the US. With it’s well regulated and clearly structured ecosystem and massive scale the US present a perfect ground for the rise of mobile. But what about Slovenia, Croatia or Austria? Can mobile marketing and advertising be cost effective in such small markets? Can the smallness present an opportunity? It’s clear that mobile in those markets is and will be different and unique. But it might also be much more interesting and innovative. Brands, agencies and especially mobile start-ups should acknowledge the absence of big global players and turn it into an opportunity for themselves.