The Transformation of the Mobile Phone

Recent data drawn from eMarketer's eStat database reveals that the mobile phone is being transformed into something more than a communication device. Ovum projects that by 2007 worldwide revenues generated from mobile phone information and entertainment services will total $77.8 billion in 2007, up from $16.7 billion in 2003. As mobile content and entertainment services develop, so to will marketing and advertising on the mobile device. While the U.S. currently lags behind Japan and Western Europe in terms of mobile data usage, the prospects for mobile advertising in the U.S., a current market of more than 140 million mobile phone subscribers, remains high.

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