For Consumer Product Strategy Professionals

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	December 12, 2008 The Momentum of Open Decks Evolving Business Practices and Controlling Costs to Maximize Profitability by Julie A. Ask

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Executive Summary

Apple reported 10 million downloads in the first weekend the Application Store for its iPhone and iPod Touch opened in July 2008 and 100 million by early September, just two months later. At the same time, it announced 60 million customer relationships.

Key Questions

• Where are cell phone users buying mobile content today?
• How is the marketplace for mobile content and applications evolving?
• What can wireless carriers do to increase their profitability from mobile content sales?

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