Think back to mid-nineties. How many of you had cell phones? They were more of a luxury item for most of us. Towards the end of the nineties they became a nice-to-have. Now, if you walk out the door and you don't have your phone, you go back inside and get it.
In the mean time, cell phones have become pervasive in regions around the world where no one thought the economics would make sense. When I visited western Kenya in 1996, I met some Masai warriors – a group of nomads living much as they did 200 years ago. They have herds of cows and goats. They live in huts with no running water or electricity.
When I returned 10 years later in 2006, they were still living in huts without running water or electricity. However, they all had cell phones and were using them to make phone calls, send text messages, etc.
Cell phones are no longer used simply for talking or texting in Africa let alone in the US, Asia and Europe where we have access to high speed wireless networks and affordable data plans. Cell phones are changing the lives of your customers. You need a strategy to engage with them on their cell phones.