The Shosteck Group has released a study predicting that the global mobile advertising market could grow to US$9.6 billion by 2010, although this was under the “most optimistic” scenario. That being said, “the study demonstrates that the market may not generate huge revenues directly for mobile operators - less than US$2 billion by 2010 - but could facilitate the development of a much healthier mobile Internet, from which mobile operators can benefit”.