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For Facebook it must look like a no-brainer - exploit its huge consumer loyalty and half a billion mobile phone users as a way of opening up the mobile market to blue chip advertisers. Trouble is, there are reasons for the limited success so far of mobile advertising and none of them have completely gone away. Even if Facebook succeeds, others eyeing this potentially massive market may still struggle to cash in. Earlier this week, Facebook announced new ways for businesses to advertise to its users, including on mobile for the first time, by having marketing messages appear in its members' news feeds -- partly an effort to establish regular revenue streams as it gears up for an initial public offering.
