For mobile marketing, take a different line

With the arrival of ever more sophisticated handsets and viable interactive technology, the mobile phone market is set for a dramatic change as major brand and intellectual property owners look to take existing content mobile. They should not assume, however, that delivering existing content for the mobile is simply a case of manipulating a few images, some sound and a little video. Creating high-quality content that works across all networks and handsets requires expertise and experience – without it, organisations will deliver poor content that rapidly undermines both brand value and the mobile opportunity.

The intimacy of the phone is both powerful and dangerous for brand owners. Getting the content provision wrong will result in a very personal, very bad user experience; get it right and the opportunities for building a strong, direct customer relationship are significant and will underpin the further extension of both brand value and mobile commerce as the market develops.

Graham Baines

Managing director



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