The March of Mobile Marketing: New Chances for Consumer Companies, New Opportunities for Mobile Operators
Roman FriedrichBooz & Co./Stockholm
Florian GröneBooz & Co./Berlin
Klaus HölblingBooz & Co./Vienna
Michael PetersonBooz & Co./Munich
INTRODUCTION
Of all the opportunities for marketing made available by new media, the mobile platform perhaps holds the most potential. Indeed, the use of mobile devices represents an unprecedented and unparalleled shift in how consumers use media. But the mobile channel's growth as a marketing and advertising vehicle has been so fast that some of the world's most sophisticated marketers have yet to determine how...