What makes mobile technology unique is its
ability to connect people and companies anytime
and anyplace. Mobile technology’s ability to target
individual consumers and the near ubiquity of
mobile devices allow mobile marketing to be very
effective and efficient. This presents a great
opportunity for marketers, considering the evergrowing
number of consumers who want to be
connected and have convenience anytime and
anyplace. The number of people who use mobile
devices and services has been increasing, as well as
the number of companies that have been utilizing
mobile marketing. Currently, there are more than
four billion mobile subsciptions in the world (GSM
World, 2010). The total number of smartphone users
is expected to surpass 1.6 billion users worldwide by
2013 (Morgan Stanley, 2009). Despite the recent
economic downturn, forecasts indicate a promising