For Marketing Leadership Professionals

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	January 20, 2009 On-The-Go Broadband, 2008 To 2013 Small Screen Will Deliver Critical Mass Interactive Audience In 2010 by David Card with Julie A. Ask, Jaap Favier, Erik Hood

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Executive Summary

Road warriors with laptops can already tap into Wi-Fi hotspots and other broadband networks for rich Internet-delivered experiences. Meanwhile, US mobile phone users are only just beginning to do anything other than calling or texting. But that's starting to change. JupiterResearch projects that cell phones will dominate laptops in terms of broadband access and deliver a critical mass audience — 40 million to 50 million users — by 2010. That means marketers should remain experimental, focusing campaigns on mobile experiences that are small-screen and SMS-like and that take advantage of local and social information.

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