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Commissions on those Credits netted Facebook $557 million in revenues in 2011. (Facebook writes in the S-1 that the “other fees” that it designates on the same line as Payments was “immaterial.”)

At this point, Facebook doesn’t take any commission on Credits that are purchased via mobile: that service—which uses the premium SMS channel to send a code to a user to redeem Credits on the main site, and then charges the amount directly to the user’s mobile bill—already has some other parties taking a cut, including the provider (eg Zong or Boku), the mobile carrier and even another processing middleman. Rather, Facebook’s cut comes in the form of a commission on the payments, similar to what Apple (NSDQ: AAPL) takes for transactions on its App Store. That fee is 30 percent.

Could Facebook eventually take more control of its payments, and potentially cut out some of those middle people? Probably not soon, in Court’s opinion. “Zong brought something to Facebook that it didn’t know how to do, and it became very deeply integrated,” he said. “I don’t see them starting to do what Zong does, which is connecting hundreds of operators.” Then again, he added, “When they have a worth of $100 billion with $10 billion on the balance sheet they can do pretty much anything they want.”

What’s interesting is that as Facebook starts to expand some of the other functionality on its mobile platform, that will also open up a lot more opportunities in terms of mobile transactions as well.

As Facebook enables and opens APIs to get publishers to build apps for its mobile platforms (via the web and apps), “Facebook will make sure those are monetized,” he said. “I have no doubt Facebook will be making money on mobile games and other content given the engagement and scale on mobile. There is an amazing opening there.” Paying for Credits that will actually get used on the device itself, he said, will be “even more natural.”

Facebook in the S-1 said it had 425 million monthly active users accessing the social network via mobile devices, with that number outpacing the growth of overall subscribers.

“Credits is a wallet that you can top up in all kinds of ways,” he said. “Facebook has created its own currency and has imposed that on anyone offering digital goods on Facebook.” If anything, that currency might have a life outside the platform, to to buy things outside of Facebook.

But even with the opportunity for Credits, Court doesn’t see this eventually overtaking revenues from whatever advertising Facebook plans to put on its mobile services “for a very simple reason,” which is down to how those games are played today. “If you look at Zynga, only between two and three percent of people who play actually pay. The rest play for free. Tt will be the same for Facebook on mobile, with only a fraction spending money,” he predicted. “With advertising, 100 percent of the population is exposed.”

Even though Facebook has listed “no mobile ads” as one of its risks on the S-1, it could be playing its cards very close to its chest: the last few days has been a lot of speculation already about how soon Facebook will launch those mobile ads.

Razorfish (via Digiday) says that it is already working on a pilot for rich-media ads for the social network.

The blog Inside Facebook, meanwhile, has put its money down on sponsored stories to be the “most likely” first stab at mobile advertising on the site, with running a mobile ad network the second-most likely option. (That’s one that we explored a bit yesterday as well.)

Update: Razorfish’s VP of mobile, Paul Gelb, has made a correction on how his comments were portrayed in the Digiday story (via Twitter): his agency is not working on any mobile ad buying with Facebook. “In the interview I was referring to rich media featured stories, not paid ads,” he said.

A Facebook spokesperson, via email, added the following: “We want to clarify that we are not working with any agency to create paid ads on our mobile platform.”

Much has been made of the mobile risks that Facebook laid out in its S-1 IPO filing earlier this week. Essentially, it’s seeing/pushing massive growth in mobile, but it still hasn’t tried out advertising, its most effective route to revenues, on this platform. That’s not to say it won’t. But meanwhile, there is another area where Facebook is already making money through mobile.

With the acquisition of smartclip, Adconion will gain 118 employees in Europe and expand to 27 offices servicing clients across European key markets, and Russia.

The report, which surveyed nearly 600 advertisers, publishers, and video technology providers, says rates for interactive video ads are up an average of 19 percent over last year.

Some other key findings: Brand engagement is the top online video campaign objective. Sharing video via social networks is an important return-on-investment metric for buyers. Rich media overlays, pre-rolls, and content integration are the favorite ad formats. Page-roll, expanding video banners, and post-rolls are the least favorite. Video ad spending on the iPad is up 18%, the highest among all devices. Average CPM for Premium content, broadcast content online: $21-$30 Average CPM for Mid-Tier, professionally produced content: $11-$20 Average CPM for User Generated Content: $0 – $5

With Tapit, however, the idea is to leverage NFC for use in marketing campaigns by working with agencies, brands, handset manufacturers and carriers. Its marketing services include mobile commerce, coupon distribution, ticketing, surveys and reviews, content delivery, competitions and social community building (e.g. tap here to “like” us on Facebook or follow us on Twitter).

Says Tapit CEO Jamie Conyngham, “the speed in which this round was closed is an endorsement of the Tapit team and the business models we have created around our unique NFC enabled technology. Everyone we meet loves the idea of Tapit, it’s addictive.”

NFC, indeed, would be a step up from the now-ubiquitous barcode scanning technology, which involves using smartphone apps to scan QR codes via the phone’s camera. Unfortunately, NFC generally requires an accompanying chip built into the phone itself. Due to this requirement, it’s currently being held back by the limited availability of supported handsets.

Still, analysts are bullish on NFC’s future, with ABI predicting over 35 million supported handsets by 2012 and Frost & Sullivan estimating around 868 million by 2015.

Terms of Tapit’s seed investment were not disclosed, but the Sydney Angels Sidecar Fund typically invests between $100K – $500K in its portfolio companies.

"What we wanted to focus on was removing the mechanics of the transaction and building the relationship between the merchant and customer," said Megan Quinn, director of products at Square, which occupies space at the Chronicle building at Fifth and Mission streets.

But, of course, Square isn't the only company working hard to crack the nut of mobile payments - and they all face considerable challenges.

Google, Visa, MasterCard, VeriFone, eBay's PayPal division and a joint venture among AT&T, Verizon and T-Mobile are attacking the problem in various ways. In most cases, those businesses are going a different direction than Square, employing near field communications (NFC) technology that allows people to tap their phone near a terminal to make a payment.

Done right, mobile payments can accelerate the monetary exchange, while streamlining the issuance, acceptance and storage of receipts, coupons and loyalty cards. Down the road - once consumer and retail use reaches critical mass - the hope is that people will be able to leave their wallets at home altogether.

But there's a chicken and egg paradox: Customers won't start using mobile payments in great numbers until they're accepted in great numbers, and retailers don't have a huge incentive to roll these systems out until customers are clamoring to pay this way.

There are only about 150,000 retailers nationwide that accept payments over MasterCard's NFC-based Paypass readers. Google's Wallet payment app works with this system, and industry rumors suggest the next iPhone might as well.

Square, which has so far focused on small merchants has about 20,000 that accept Card Case.

Another big challenge is human inertia. To get people to download apps, key in credit card numbers and transform a habit they're very comfortable with, mobile payments will have to represent more than a little improvement over what they do today.

"You have to offer them a compelling reason to do it," said David Mangini, an IBM executive focused on mobile payments. "At a very, very minimum ... it has to be just as convenient, just as broadly accepted and just as safe."

One of the big knocks on basic NFC payments is that tapping a phone near a reader doesn't represent a whopping improvement over swiping a card. In addition, merchants have little to gain by replacing one expensive payment infrastructure with another, some observers say.

"It doesn't upset the status quo," said Nick Holland, senior analyst at Yankee Group. "It doesn't really change the original business model and it all goes through the same rails."

Receipts, deals Google argues that its NFC-based Wallet app is a big step forward for a few reasons. A single tap replaces not just the payment, but also the exchange of receipts, coupons and loyalty points.

On top of that, Google believes it's tying together the on- and off-line retail worlds, by allowing consumers to move the deals they spot on the Web into the Wallet app, where they can redeem them in the real world. Google Wallet also advertises nearby deals when users open up the app.

"For the consumer, it's really about tap, pay and save," said Osama Bedier, vice president of payments at Google. "On the merchant side, it's about closing the loop on that advertising."

This is a critical goal for Google, too, as it experiences slowing growth in online advertising - 93 percent of commerce still occurs offline, according to Forrester Research

For its part, Square steers around the limitations of NFC - as well as the various roadblocks of wireless carriers and credit processing networks - by leveraging the powers of the Internet to process payments. The credit card information is stored online, in Square's secure cloud, not on the device itself.

Square, which started by providing small attachments that allow merchants to swipe credit cards using mobile devices, acts as the merchant of record for its customers. This allows the businesses to quickly start accepting credit cards without going through the usual drawn out and expensive process of applying for a merchant account. But it also clearly puts more risk onto Square's shoulders.

Square turned on the hands-free feature on its Card Case app, which takes advantage of the so-called geofencing capabilities in the latest version of Apple's mobile software, in an upgrade to the app in November. The feature is only available on Apple devices to date

Quinn said "automatic tabs" represents an obvious improvement over traditional payments and it's quickly driving user growth (though the company doesn't disclose user numbers).

In addition, retailers have seen revenue leap as much as 20 percent since integrating the app. It drives traffic by highlighting nearby establishments, and the ease of payment encourages customer loyalty, the company says. Tips also tend to go up.

Is it safe? But the question that has dogged Square - and indeed hangs over much of the mobile payment space - is security.

Early last year, VeriFone CEO Douglas Bergeron blasted Square - its attention-grabbing young competitor - for what he called serious security flaws. In an online video, he argued that any bad actor could use the Square dongle and an easy-to-create app to skim credit card numbers.

Square CEO Jack Dorsey, also the co-founder of Twitter, defended the company's security practices in a letter. He also highlighted the inherent insecurity of credit cards, noting that any sketchy waiter is equally free to steal your information.

Meanwhile, Quinn argued that Card Case is actually more secure than credit cards because it only works if you're in the location and your face matches the picture that pops up on the merchant's screen.

The radio technology behind NFC has taken some security lumps, too.

Late last month, a security researcher at a Washington, D.C., conference used a wireless reader she bought on eBay to highlight some weaknesses of radio frequency identification, Forbes reported. She pulled the critical data from an RFID-enabled credit card through a volunteer's clothing, encoded that data onto a blank card and put it to use onstage.

Holland said that any new form of payment inevitably creates new forms of fraud. The challenge will be to educate consumers and merchants about how to minimize the risks.

"Clearly, having a device always with you and connected is a very inviting target for criminals," he said. "Any safe is only as strong as the key."

The JV will be an infrastructure for payments, but it won’t process any payments. This will be down to each operator, working with their individual partners, it seems.

It also looks like the first products of this JV will be about advertising rather than NFC payments. Again, Dunne: “NFC is gong to take a little more time, but between the three of us we buy considerable amounts of handsets and [handset makers have] been looking for someone to put their hand up and embrace NFC in a big way.” On advertising, it looks like the idea will be to use the platform to launch campaigns, targeting the subscriber bases of all three operators. In both services, users will be able to opt in and opt out of services.

With that much data, there's a back-end business for the company in aggregating and anonymizing the information so it can analyze it and feed data back to merchants on which offers are most effective and when. Indeed, the company's self-service tool with which clients can manage their offers online also includes some data tools for this type of analysis.

Retailers have been particularly aggressive in pursuing mobile strategies this year, with 37 percent operating specially-tailored mobile websites (compared to 12 percent in 2010) according to Acquity Group.

So what’s in store for mobile marketing in 2012? Here are our top trends to watch:

Mobile Trend # 1 – Smartphones to Overtake Other Mobile by 2012 

Smartphone units sold worldwide in 2009 will grow 14.5% from 2008 levels, according to a forecast by Infonetics.  READ MORE

Mobile Trend # 2 - Text Messaging Will Rise

Mobile Trend # 6 – Increased Mobile Spending 

Mobile Trend # 3 – Social Networking Site Access

Social networking sites will get more exposure on mobile phones.

Facebook’s official page sites, there are currently 350 million active users that access Facebook on their mobile phones.

Mobile Trend # 4 – Rise in Social Games

Mobile Trend # 5 – Location-Based Marketing

Sounds surprising, right? That novel technology can be achieved by Wi-Fi, RFID, and mobile phone tracking.

Text messaging will rise to a projected 8 trillion SMS in 2012. This is a rise of about a billion from the 6.9 billion SMS sent in 2011.

There will be a large increase in spending by SMBs on mobile advertising.  The $1.6 billion figure garnered last 2010 more than doubled to $3.3 billion in 2011, and 2012 is predicted to double that enormous figure again.

Mobile Trend # 7 – More Video on Smartphones

Videos will become a greater trend in mobile marketing. 

Mobile Trend # 8 - Mobile Money Transfers

More currency will exchange through mobile phones. 2011 saw $86.1 billion move around the world in about 141 million exchanges.

To sum up, the prosperity of 2011 for mobile marketing will carry over to 2012, with possibly more frontiers to open up.

One blogger from tech site Mashable found this week that Google's Ad Preferences page assume that she was middle-aged - and a man, simply because her interests included technology and computing.  The profile page, called Ad Preferences, is hidden away inside a settings menu in Google Accounts, but can be accessed directly here. This sort of in-depth profiling raises alarm bells with privacy activists. 'Consumers have increasingly digital lives and they are developing an unfathomably large data trail every day,' says Rainey Reitman, activism director for privacy group Electronic Frontier Foundation. 'There has never been another time in history where privacy was under the kind of assault it is today.'You can opt out of the tracking, or manually edit your details. Google also  does not store information on controversial subjects such as pornography. The Ad preferences page came to public attention following a sweeping change to 'privacy policy' which comes into effect on March 1, although the preferences page was launched some time ago. YouTube data, Gmail information and search data will all be used to build up ever more accurate advertising profiles and also the company claims it will make searches more personalised.

New York-based Foursquare tackled the combination of mobile and social at its inception. The service initially focused on letting friends share information about their whereabouts through their phones and collect virtual badges for check-ins. As the company has racked up nearly 9 million users worldwide and more than 500 million check-ins during 2010, it has turned increasing attention to the local commerce component.

Foursquare built a self-service platform for merchants to offer special deals that give consumers another incentive to check in, with perks ranging from discounts to reserved parking spots.

The startup also sees opportunities in mobile-based loyalty programs and worked on a pilot with Dominick's parent Safeway that linked the grocery chain's rewards card to a member's Foursquare account. A person who had checked in to a gym at least 10 times a month, for example, might receive coupons for Gatorade.

"Commerce is happening when you're there and mobile puts you there," said Jake Furst, Foursquare's business development manager.