Can Pakistan Build A Mobile Marketing Ecosystem?
Yasmin Malik
Abstract:
This article is a first and limited scope attempt at examining the market forces that are enabling the development of a mobile marketing ecosystem in a developing market such as Pakistan. In particular, it aims to present a view of how operator-led rather than brand-driven mobile marketing can provide the impetus in a country where on the one hand permission-based mobile marketing is still a nascent and misunderstood concept, yet on the other hand mobile penetration and SMS (text) usage is one of the highest in the region. By analyzing...