Smartphone opens up new opportunities for smart marketing

Graeme Hutton, Universal McCann, and Stu Rodnick, AOL

Until recently, the U.S. lagged behind other developed countries in advanced mobile usage, but the iPhone and Blackberry have changed this.

Smartphone opens up new opportunities for smart marketing

Graeme Hutton and Stu Rodnick

Until quite recently, the US had tended to trail the rest of the developed world in advanced uses of the mobile phone.

In 2007, UM conducted a global study in 21 countries of developed mobile phone uses, such as mobile search, electronic transactions and uploading a photo to a website. It concluded that, compared with other developed countries, “the US ranks last, substantiating perceptions that the US has been slower than other markets to embrace mobile phones in a sophisticated manner.”(1)

However, the recent introduction...

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