How Marketers can Exploit New Mobile Services

Dan Steinbock

'We're moving away from the business of ears to the business of eyes.'

During CeBIT 1998 (a trade show for solutions, products and services from IT and telecommunications) these words from Anssi Vanjoki, Nokia's legendary marketing chief, electrified the trade conference crowd. Now that data communications are replacing voice communications, new mobile services are becoming possible.

How can marketers and advertisers take advantage of the new mobile services?

THE CHALLENGE OF MOBILITY

Amid a triple convergence, traditional mobile vendors and operators in Europe and worldwide, US-based IT enablers and Asian-based consumer electronics giants have been rushing to the mobile marketplace. With new products and processes, new services are also attracting music and record companies, newspaper and magazine publishers, content aggregators, broadcast and cable networks, Hollywood studios, ad agency networks, global marketers, and so on.