MMA Forum report: A consumer's best friend – mobile trends in developed and developing markets

James Aitchison
Warc

The second morning of the Mobile Marketing Association's Forum in London focused on the rapid growth in mobile taking place across the world.

As William Ogle, CMO of Motorola, said in his opening comments: "Mobile enables you to reach the best friend of 2 billion consumers around the world."

But the presentations revealed distinct differences between countries in the role that this "best friend" actually plays. Understandably, these differences are most pronounced between developed and developing countries.

In the former, mobile telephony and mobile internet are essentially convenient, portable extensions of services already offered over pre-existing wired networks. By contrast, developing markets have "leapfrogged" from limited wired services concentrated around conurbations, to wireless mobile networks penetrating deep into rural areas.