Easier said than done, but that was the challenge discussion at this panel at today's RAIN Summit. Moderator Michael Theodore kicked off the conversation asking his panelists, “Is mobile overhyped?” Slacker's Jim Cady answered by asking the audience, “is there anyone in the room (of over 100) who doesn’t have a mobile phone in their pocket?” Not one person said they did not. He went on to cite that today, people are switching out their mobile devices and upgrading, on average every 14 months, compared to 24 months five years ago. Many people now own multiple mobile devices. With so many consumers embracing mobile, how does radio make mobile streaming work for them? Jim Cady suggests “by building a better system for the consumer to interact with the advertiser.” He noted when they made advertising specific to the end user, there is greater success for the marketer. For example, ads about running, sent to people who run. Airkast’s Larry Leung adds that since broadcasters are hyperlocal, that can be an advantage. Cady also noted there will be more user interactivity with their mobile devices in the near future – which can be an advantage for advertisers. For example, “you could be listening to Slacker in your car, you hear an ad. You give your phone a voice command that you want more information on that product. Within minutes, you have a coupon or more details sent directly to your device.”