Mobile age provides marketing bonanza: But there are pitfalls as well as opportunities
Astute observers of film and television dramas made during the last two decades can probably date them fairly precisely according to the number (and perhaps size) of mobile phones being used. Few consumer products have become as globally accepted and (for the most part) embraced as warmly in such a short period of time. Most consumers - not just teenagers and twenty-somethings - would not want to be without them. Only the most perversely stubborn Luddites would refuse to acknowledge that they are pretty useful. The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.