Mobile marketing is on the cusp of moving markets and deserves consideration as part of the marketing mix for a wide variety of products and services.
Mr. Spock as Dick Tracy?
No longer the province of teenagers or a gadget only perpetrated by nerdy early adopters, mobile media is gaining widespread use as new phones and new software make the Internet accessible everywhere. In no time we'll all be tethered to the digital grid; connected by a single multi-functional device.
Consider several recent developments:
1) Almost two-thirds (63%) of cell phone users have received e-mail, used text messaging or obtained news and sports information on their phones.
2) More than one-third (38%) of mobile phone users access the Internet from their phone.
3) There are 40 million smart phones in use, closing in on 20 percent of the cell phones in use and the market is growing driven by iPhones and Blackberry Pearls and Curves.
4) 130 million phones have "highly capable Internet browsers" and the IBM Institute for Business Value survey recently found that 40% of those surveyed had Internet data plans in-use and that a third of those had already watched a video on their phones.
Once you start watching video on your phone, 45% begin to do it regularly which according to Black Arrow comes up to 800 million hours of mobile video viewing, still a tiny slice of the 389 billion hours of broadcast TV watched, but a bell weather nonetheless.
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