Insights on Mobile Advertising, Promotion, and Research

Mark Ferris

Wide usage of the mobile phone provides opportunities for marketers and researchers. Consumers are more accessible through these devices, and communication through the mobile internet can more easily be interactive.

Insights on Mobile Advertising, Promotion, and Research

Mark FerrisOne to One Japan

THE MOBILE LANDSCAPE OF JAPAN

Jeff Funk (2002) commented that new technologies tend to be disruptive, improving performance in some areas and reducing it in others. He went on to hypothesize that as the new technology improves, it becomes more relevant to the users of the "old technologies." He also noted that product value is a direct function of the number of users (citing the telephone and facsimile as past examples).

Fast forward two years to 2004 and in...

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