Driven by a society that wants untethered, immediate access to information, communication and entertainment, networked consumers have forever changed the mobile landscape. As the term mass media threatens to become obsolete, the time has come to engage in a one-on-one dialogue through the only medium that is always on, and never leaves consumers’ side – the mobile phone.
Mobile devices have become one of the most ubiquitous consumer electronics products in history. The audience for mobile exceeds televisions, personal computers, and FM radio sets in sheer numbers and functionality. There are over 4 billion mobile phone users worldwide. On top of that, smartphones with fast data connections offer the most personalized user experience yet, with rich media, personalization and interactive capabilities available anytime, anywhere.
In 2009, there was a momentous shift in the perception of what a mobile phone should accomplish; this shift transformed a mobile phone from being a communication devices to a device with multiple applications and consumer touch points. Apple’s successful launch of the iPhone and its associated App Store legitimized the long anticipated use of the phone as a device with the same capability as a personal computer, much enhanced by the new dimensions of personal ownership and mobility. Consumers can now choose from thousands of applications to personalize their mobile experience.
As a result of the broad distribution and expanded utility of mobile devices, the ability to reach and engage consumers on mobile devices is now critical to content owners, marketers, enterprises, media and entertainment companies and consumer brands. However, due to the inherent complexities and lack of “standards” in the mobile marketplace, there are significant technical and operational challenges that these participants in the mobile ecosystem are confronted with in reaching consumers via the multitude of network operators, mobile devices and mobile operating systems.
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For an introduction to mobile, the following papers are available for download:
