We've heard the tired old cliché of the 'year of mobile' for a number of years now, but 2013 is the year mobile may finally live up to its potential. Sponsored by Millennial Media, the first of The Drum's quarterly mobile supplements reviews the developments in this dynamic space. Kicking off the supplement is a word from Millennial Media's Gavin Stirrat, who gives an overview of trends in the mobile realm below.Mobile has arrived. The ‘experimental phase’ is over, and we are now in a ‘strategic phase’, where brands all over the world are increasing their investment and creating unique ways to make the medium work for them. Mobile is truly a global phenomenon, and when taking a holistic view of the space, there are a few trends that speak to the incredible opportunity for advertisers. The first major trend is simply consumer adoption. This shouldn’t come as a surprise to anyone anymore, but it’s still important to occasionally take a step back and look at the role mobile plays in the day-to-day life of a consumer. From the time they wake up to the time they go to sleep, consumers are glued to their mobile devices, and will use them for a variety of purposes, ranging from their main communication device, to an information database, to a gaming hub and much more. The second major trend is the steady improvements we’re seeing in mobile hardware, software, and 3G and 4G connections. Larger screens (and tablets), improving OS’s and faster network connections mean consumers can do much more with their devices, and in turn, advertisers can create mobile experiences that were simply not possible a few years ago. The final trend that advertisers should be excited about is the increased ability to target and reach their core demographics. Whether that is as broad as tablet users, or as specific as consumers who frequent museums in Newcastle, advertisers now have the ability to target specific consumer audiences, and reach the demographics that will move the needle for the brand. Mobile has come a long way in the last five years, and if the recent growth and sophistication we’ve seen from the space is any indication, the next five years will give us a lot to look forward to as well. Gavin Stirrat, managing director EMEA, Millennial MediaSubscribers can download a PDF copy of the The Drum's Mobile supplement below.