Mobile phones represent the biggest development in the media space for many years. The opportunity they present for brands and content owners wishing to communicate with consumers is unprecedented. Reach and sophistication of both the devices and the networks they operate on, combined with changing user habits, have created an important new channel in which to truly engage users and generate substantial new revenue streams. It is no longer a question of when this is integrated into your marketing strategy, but how.

As mass media does not work as well as it once did, your marketing message now has to be very strong indeed for consumers to hear it over the all the noise. Your customers need to be engaged in new and interesting ways, and increasingly, where there is the opportunity for a dialogue, rather than receiving a one way stream of 'information'. The truth of the matter is that as the marketing channels continue to fragment, if you don't listen to your consumers, someone else will. So what can you do? Are you a brand, vendor, or agency?