April 9, 2009 (updated April 16, 2009)

Mobile Technographics®

Understanding Mobile Phone Usage Is The Foundation Of A Mobile Strategy

This is the first document in the "Mobile POST" series.

by Julie A. Ask, Charles S. Golvin

with Michelle de Lussanet, Laura Wiramihardja

Executive Summary (This is a document excerpt)

Consumer adoption and usage of mobile communication and multimedia services has reached critical mass. Any brand that interacts regularly with consumers — from retailers to banks to media companies to airlines — should be considering their mobile strategy. Mobile strategy development begins with a data-based understanding of how mobile-advanced your brand's consumers are and will be, and that insight comes from Mobile Technographics. Regardless of how sophisticated mobile usage is among your customers or target audience, there are opportunities to leverage the mobile channel.

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