Head of mobile at Sportingbet Rick Brownlow talks to iNTERGAMINGi about the demand for mobile betting and about being official sponsor of England's Test Match cricket grounds

Tell us about the developments to mobile betting. Has the mobile sector grown as much as the industry would have expected?

Initially, mobile betting saw relatively slow growth. In these early stages, it was often a box-ticking exercise, but it has now really come to the fore within the industry. The main reason that we didn’t get here sooner was down to the technology on offer, but thanks to rapid advancements there is now no room for hesitancy when it comes to offering a fully-developed mobile channel. Operators that were quick to identify the benefits are already reaping the rewards and it is clear that optimising mobile should be a major focus.

How do you anticipate the mobile sector will change from here?

The shift towards mobile engagement will continue at an even quicker pace as smartphones become available to the mass market. This will be accelerated by the increased competition among handset providers, as well as the introduction of a wider range of lower-end products to reduce the cost barriers.

Mobile proliferation will also be facilitated through better wireless connectivity, first by blanket 3G coverage, then the introduction of 4G. Companies and organisations are also working hard to remove deadspots which hamper mobile use on their premises, for example sports clubs and train operators, as we can see with London Underground working to bring mobile coverage to the Tube system. There will undoubtedly come a stage when seamless connectivity is taken for granted almost everywhere.

How has Sportingbet’s mobile sportsbook progressed?

At the outset, we ensured as many key markets were offered as possible, but as audiences are increasingly experienced, knowledgeable and demanding, our mobile operation has become more and more sophisticated to respond to their needs

However, until we reach the next level of connectivity, our overarching aim is simple – to provide the fastest service to place a bet. We see this as the safest route to a positive mobile experience.