Mobile comes of age as a mainstream media channel

Robert Thurner

Robert Thurner, commercial director at mobile agency Incentivised, describes the formats included under the mobile banner and their current practicality as communication channels.

Mobile comes of age as a mainstream media channel

Robert Thurner

It is the voucher in the pocket of every discount-hungry diner, it is the entry ticket for the clubber who hates queuing at the door and the bar, it is the 'red button' in the hand of every TV viewer, it is the instant response path for every poster.

The dynamics are compelling. Mobile network operators are under pressure to generate new revenue streams to monetise massive investments in 3G licences. Manufacturers are producing ever-more-sophisticated handsets to secure market share. Consumers demand instant access to friends, family, news and...

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