Understanding the mobile universe - Findings from the MMA's Consumer Insight Briefing
Forecasters, analysts and advertising industry-watchers of all kinds have, in recent years, been near-unanimous in their expectation that mobile marketing will become the "next big thing". The reasons for optimism are not difficult to discern. In the first instance, mobile penetration has reached near universal levels in the US and Western Europe, while emerging markets such as China and India are adding millions of subscribers every month.
Secondly, wireless devices are regarded as uniquely personal in nature, alongside being accessible anywhere, and at any time....