In this blog, I ask the question is: How does Geoffrey Moore’s Crossing the Chasm apply to a Web / Mobile Web based business? and I propose that : On the Web and the Mobile Web, you have to cross the chasm with the long tail I was invited to be a part of the Nokia thought leadership program for the Nokia ad service facilitated by mobiadnews . This week, we had our first meeting. The group comprises some very interesting, senior people from some of the biggest companies in the world (I am not sure how much more I can blog about the attendees – but everyone in that room was very clued on – and I learnt a lot from it!). Many thanks to Nokia for inviting me. I am interested in Mobile advertising because it is critical to the success of Mobile Web 2.0 . In a nutshell, like Web 2.0, Mobile Web 2.0 involves User generated content driven by mobile devices. Obviously, the advertising model is the best way to monetise that content. I am of course a big fan of the Nokia Ad service program – mainly because it oriented to the Long tail. I raised this (i.e. Long tail) as a critical success factor for mobile advertising services. It was not possible to elaborate in detail and I promised to blog about my reasons why. So, here we are .. Let us first understand the advertising value chain and the flow of money in it. Note that some of these roles are being blurred – but for the purposes of this discussion, these roles are good enough(If you can add any more insights to this value chain, please comment and I shall incorporate that) Money starts with the ‘Brand’ the advertiser(say Nike). The brand approaches an agency. The agency works with the Media buyers – who in turn, approach the publishers(i.e. the sites /destinations where the advertisement is actually placed) This is a well established value chain – and worked well prior to the Web. Web 1.0 (around 2000), tried to replicate the existing advertising model to the Web. That was not very useful because the Web was behaving in a different...