Ways to make mobile media work harder
Peter Field
Despite being dubbed 'the next big thing' a few years back and with over two billion handsets in use worldwide, mobile media have struggled to make much impact on communications budgets. Surveys reveal that people simply do not want to receive unsolicited communications on their mobiles – whether they come via Short Message Service (SMS), Multimedia Messaging Service (MMS), Wireless Application Protocol (WAP), bluecasting or any of the exciting new possibilities afforded by 3G and WiFi. The latest IPA TouchPoints data, released in August (1), showed that nearly two-thirds of mobile...