Smartphones and app stores driving mobile media

Martin Yuill

The article discusses how the use of mobile technology in marketing is changing. This is likely to take off following the launch of Apple’s iPhone 3G, which enables easy download of mobile application.

Smartphones and app stores driving mobile media

Martin Yuill

Although there can be no doubt that mass mobile adoption has happened – there are now 4 billion mobile subscribers worldwide making handsets more prevalent than cars and credit cards – widespread consumer usage of mobile as a media device had been slow to take off.

However, this might finally be set to change. The rapid uptake of mobile applications – a small piece of programming designed to be downloaded to a handset – plays to the strengths of mobile functionality and is allowing users easy consumption of content.

The launch...

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