There has been more consolidation in the mobile advertising sector, as UK-based mobile ad agency Fetch Media this week moved to acquire local rival Lucidity Mobile for an undisclosed sum.

Charles Dunstone, CEO of Carphone Warehouse spoke at the Google Think Mobile event about accidental origins.

Will King, head of product development at mobile ad agency Unanimis, joined the company when it was four years old, and five years before it was acquired by France Telecom in 2009. The French carrier had previously tried to establish a presence in the UK by itself, with varying levels of success, but post acquisition, Unanimis incorporates Orange’s UK network and Orange Mobile Portals, which in turn incorporates the Blyk-powered Orange Shots initiative, into its own ad network offering.

We found three categories of mobile users: People who don’t get it; people warming to it; then people who cannot do without it. They have very different needs but also some common ground.

We are at the start of a new digital era. The next stage shouldn’t be called Web 3.0 as it’s not about the ‘web’ anymore. Mobility is the heart of this new era and people spend more time in apps than they do on the web. There are very deep layers of personalisation in mobile apps that can aggregate all the activity that you and your friends are involved in, this gives us functionality that can predict user behaviour.

The global mobile advertising ecosystem has been enjoying strong growth of late, with ad impressions increasing by 23 per cent compared to the end of March to reach almost 105 billion requests by end-June, but it’s still at a very early stage, says Rob Jonas, VP & managing director for Europe & Middle East at mobile ad network InMobi.

Web giant Google turned in a decent set of results for the first quarter of 2011, yet with the company still in growth mode and hiring staff at an incredible rate, there were some concerns over the company’s high spend. Net income for the quarter came in at $2.3bn, compared to $1.95bn last year, against revenues of $8.6bn, up from $6.7bn last year.

iPhone manufacturer Apple is winding down the Quattro Wireless mobile advertising network as it turns its attention to the exclusive support of its recently launched iAd platform.

Hooray! Multitasking. Boo! Now the iPhone battery will only last for ten minutes per charge. Last night the Apple faithful were rewarded with a sneak peek of iPhone OS 4, ahead of the software’s release this summer. The big news is multitasking for third party apps which, while beneficial, will in all likelihood lead to shorter battery life and more system crashes as users forget to close their background apps.