What’s next for mobile?

While the world remains engulfed in an economic “Perfect Storm,” the full potential of mobile marketing will not be achieved until a “Perfect Calm” occurs, in which the vision that mobile operators and marketers have for the mobile phone lines up with the reality of what the device means to consumers.

What's Next For Mobile?

Tim Smyth

A “Perfect Storm” requires a certain confluence of events to transform something that is merely bad or unpleasant into a disaster. A “Perfect Calm” is no different, and a Perfect Calm is what is needed to fulfill the potential of the mobile phone as a branding and marketing platform. People everywhere — especially in developing markets — rely on their phones for communications, transactions, and the management of their personal business. But in treating mobile as just another marketing tool to be parked alongside TV, print, and online, marketers and Mobile Network Operators (MNOs)...

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