Why brand owners should be embracing the mobile world

Hamlins' Ian Down looks at the potential brand threats from the mobile sector.
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Evolution’s a wonderful thing and, I am told, nowhere more than in interactive media. In years past, ‘interaction’ probably meant waiting to press the ‘red button’ on the TV remote control - perhaps not the most engaging of activities.

But now our opposable thumbs are spoilt for choice; the availability on interactive mobile devices of ever more sophisticated content, and particularly the internet, has brought undreamed of opportunities.

There are over 70 million mobile phone subscriptions now existing in the UK (and rising) and at the end of 2007 nearly 30 million users of mobile TV services.

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