Topic Note 9.1: MOBILE PHONES ASA MARKETING TOOL
TRENDS AND ISSUES
Although the mobile phone’s main purpose among the public is for social interaction, it is proving to be a powerful marketing tool.
Around 60–70 percent of calls are made to family and friends; business calls typically constitute 5–10 percent of calls.
Learning to exploit the economic benefits of the mobile phone is a skill that takes some time to develop (see the evidence from Malaysia later in this section).
Younger users are typically better able to exploit the mobile phone’s business advantages.