Mobile Marketing how to profit from your business

Mobile marketing traffic, customers and profit your business is still a huge potential source of untapped is relatively. Still, over the next three years, it is expected that Internet users more of half of the current mobile phones and other handheld devices to access web.

Mobile marketing offers a kind of building that your vision of a personal relationship. About the impact of folk and SMS text marketing messages are not only. You can reach many users is a marketer of mobile friendly websites, mobile applications, means.

Statistics are quite convincing that competition in the field of mobile direct marketing is relatively poor.

Growth of mobile phone customers

World wide is 4 billion mobile phone users. Actually, laptop mobile phone owners almost five times more than the owner of the computer especially home Internet ready.

IT Committee, Inc. Gartner predicts's web in the coming three years between the current half or more Internet users to access mobile phones and other handheld devices.

"Mobile transactions is a clear opportunity to grow as a user, on the previous study show, using a mobile phone, such as books, music, and travel services home utilities and electronics more than make a purchase that you can," said KF Lai, BuzzCity CEO.

It is a world-wide trend. BuzzCity's recent research is in North and South America, Asia, Africa, Western Europe, Middle East across 404 mobile users wonder, and 90% products or services, had a direct purchase via mobile phones showed that.

Trend towards mobile marketing

And it won't surprise mobile, rich media marketing technology and channel really is the fastest growing social media. You just have some how marketers of the enthusiasm of all these methods being adopted by a keyword popularity of Internet marketing, online home business industry must find article in the.

Unica's just released "marketing" 2010 State of latest global survey marketing representative from have some tremendous results.

Survey "survey of marketers nearly half already marketing, social media have adopted adoption, amongst most blogs, Facebook, Twitter, social media is in a healthy marketing report, however, agents should think about integrating social media and other marketing strategies. ?

Despite the rapid growth of the potential audience, "mobile marketing" is relatively new is the way. Business-customer communication refers to mobile phones and other mobile devices marketing, WAP or text messaging.

More than 30 percent of search marketers increasing importance of mobile marketing by using some form already many other mobile marketing sources (magazines and services available to support them. Of information?

Despite the growing mobile advertising, past 1-2 years (almost 100% United Kingdom), despite the economic recession. Spent on television is higher than last year, advertising on the Internet compared to quite small.

However, is expected to accelerate as models equipped with new technology, such as changes in consumer behavior and to grow the Mobile Marketing Association Mobile Marketing Mobile Broadband, ubiquitous suggests.

Not far behind in response from the vendor's marketing. For example, 84444.com began recently, from the convenience of a desktop computer to do that you have at mobile marketing campaigns. YouTube has the huge change in their mobile Web presence, and began incorporating advertising, your entire mobile site now.

How to make the mobile phone market

Anyone in the business at all times to reach out and touch customer and attention from a new perspective to build new ways to look at. Mobile marketing is your golden ticket.

Is to prepare fully mobile users interact at the drop of the agile impact, hats. To use mobile marketing people are disgusting or? It is the ultimate direct response tools.

Mobile marketing, you will probably argue that, but rather is a captive audience. Someone on their cell phones to have and to download the page, than they are engaged in a desktop-based web site. It is much more powerful than the Internet direct response tools.

Web and email marketing conversion from the cell phone is 5 times. Is apparently much lower competition is because nobody really knows about this. Yet.

So what changes need to be to attract mobile clients for your business?

Please make sure the cases especially active web link text SMS messages to send to your mobile phone contacts, first, on your mobile-friendly website. To quickly get the page, and follow the links, so it is important that this is mainly due because there are tons of useful recipient is instant and impulsive media mobile.

It has read a message on their mobile phone customers consider the Subscriber an email list. Using the newspaper term to maintain the link above the 'fold' and your main message. To clarify: remember rule compelling headlines and gets truncated to place your links at an early stage when accessing your mail from your mobile phone, sometimes long ones from.

But also SMS and so can action links, mobile users call in an email, exists and the page right from my mobile phone's web browser to display should be. Is much less likely to visit your website when they return to their PC.

Google users are comfortable with a huge source of revenue for them this because the feature in the search results decent mobile phone enabled sites are actively hunting. It is not enough mobile sites. So learn how to create a mobile version of your site Google-friendly, and higher you'll rank your regular desktop site.

Mobile solutions for your web pages to make the whole area is friendly. Complete your WordPress blog cheap code for adding these range from simple and adds to the overall mobile site to create more complex and expensive decision.

Your site to Google's mobile search engine indexes get?

Google has separate mobile site map from normal site map. Check the webmaster tools help. Gets the display of your Google local business listings. Google Mobile landing pages can build tool has been. Suitable for brick and mortar business, but is a good Web of all existence.

Google as a point person on mobile phones than know different on their desktop search. They are actually mobile specific keyword research tool. Search engine whole different algorithms clue not a bad idea, the mobile search uses.

Another thing to keep short mirroring mobile text ads on social networking conversation style. Opera (1) 41% of people accessing social networking sites Twitter, MySpace, Facebook, mobile web is going mobile browser statistics show. Live together as a tool, so these are intertwined, and these ads to work together.

Automated SMS text marketing process

Gets the name of your visitors, add the current e-mail address and phone fields, capture a web page form. You can unleash the marketing power of your mobile directly by sending to the list of numbers, your subscribers to automated, scheduled SMS or text messages.

Internet marketing professionals to make money in relation to your email list is known for many years. Unleash the power of mobile marketing and list of gold standard can be high.

SMS is a phenomenal 97% open rate-and the first message inbound minutes within. It marketers powerful is! If you replace "Autotexter", auto-responders ask business strategy, a dramatic change.

Early adopters are always the most money. So see what differences can mobile marketing to make sure your business.

Mobile Marketing - part 1

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In this article, we are going to describe powerful mobile marketing methods you can implement in just a few minutes. We will investigate what the industry and the technology allow us to do today, how to persuade people to sign up for your service and which file formats to use when you deliver your content. We will also take a sneak peek on what will happen with mobile marketing in the near future.

The hands-on experience is based on solving marketing problems with the help of InfoNU (www.infonu.com). InfoNU is a free web based mobile mass communication platform that supports the latest trends in mobile marketing. With InfoNU you can:

Send SMS messages such as personalized alerts and mobile coupons
Push mobile content like banners, mp3-songs, ringtones, video clips, visiting cards and java games
Push links to mobile websites
Create and schedule mobile campaigns
Sign up and manage consumers
Get your own icon next to the address book and calendar to publish mobile content without cost
View statistics on how mobile marketing efforts are received by users

As in all sectors in explosive growth, bright people gravitate towards mobile marketing, create start-up companies, offer solutions and unfortunately also create a big creative mess full of definitions, standards, ideas and solutions. This article series is the authors attempt to untangle the web of technologies into easy-to-use patters you can use in your everyday marketing of your brand, company, products and services.

A second part of this article is planned. In Part 2 we will take a closer look at advanced concepts in mobile marketing like tailor-made mobile applications and mobile community services.

Permission Marketing and What Mobile Marketing is NOT

A mobile phone is a highly personal communication device. Mobile marketing is not about spamming uninterested people with irrelevant SMS messages at 2:00 am. Marketers have to respect this. Never send messages to someone without having their permission. Sending unsolicited SMS messages to people is not good marketing. Aside from the ethical aspect of spam, it does not work and costs you a lot of money. Do not do it.

Marketing activities that depends on the permission of the consumer is referred to as permission marketing and is central to mobile marketing. Embrace permission marketing and protect your list of consumers, it is the people who have given you permission to speak.

The Mobile Marketing Dance

Instead of sending unsolicited SMS messages, the trick in mobile marketing is to persuade people to sign up for your service and then to find a balance between providing sales driving information and offering value so that your customers are both informed and happy.

How to Persuade People to Sign Up for Your Service

What can you offer that makes your consumers accept the commercial side of your company? Here are a few suggestions:

Promote the following message by printing it on your packaged goods: Text COCACOLA to +44 77 86 202 988 (normal SMS cost). The first 100 people to text us will win a free subscription on Coca-Cola magazine. After you received 100 replies, call up the winners and get their address.
Promote the following message on billboards, posters, banners or signs around your town: Text WHEATIES to +44 77 86 202 988 (normal SMS cost) to get our new ringtone.

Promote the following message with an ad in your favorite newspaper: Text ABBA to +44 77 86 202 988 (normal SMS cost) to get our new song.

Promote the following message with an ad in your favorite newspaper: Text ROXETTE to +44 77 86 202 988 (normal SMS cost) to get our new video.

Promote the following text on your web site: Do you want information about us in your mobile? Click on this link and enter your contact details.

Promote the following text in your TV commercials: Text ARMANI to +44 77 86 202 988 (normal SMS cost) and win a trip for two to Paris. The winner will be notified the 16'th of August.

Promote the following text in your radio commercials: Text ATARI to +44 77 86 202 988 (normal SMS cost) and get Pac-Man to your phone.

Promote the following text in your TV commercials: Text MCDONALDS to +44 77 86 202 988 (normal SMS cost) to claim your 10% discount coupon.

In other words: Send something back as a Thank you for signing up. Give your new user something for free. Give your new user a possibility to win something nice. At least a thank you SMS.

To configure InfoNU so that you automatically send something back when new consumers sign up to your service, log on to your InfoNU account, select Settings in the Intranet Home menu followed by SMS Signup settings, click on Details for your code word and enable Respond automatically with an SMS message. You can send back an SMS message, mobile content like images, video and music, a link to your mobile web site or a Java application.

To integrate your own web site with InfoNU as in the fifth example above, select Help in the Intranet Home menu followed by Integrate InfoNU and click on Generate Link.

File Formats to Use when Distributing Mobile Content

Since virtually all mobile phones support SMS messaging, sending SMS messages is the simplest and most reliable way to come across to mobiles. SMS messages are as we all know limited to 160 characters but can contain links to mobile content.

All mobile phones does not support the same media formats. If you have no a-priori knowledge about your consumers phones but still want to reach the biggest possible audience, use to the following file formats:

Media, File Format,File Extension

Images, Portable network graphics, .png

Sound, MP3 songs, .mp3

Video, 3GPP video 3gp

Ringtones Midi music .mid

This list of file formats comes from analyzing mobile phones produced by the biggest manufacturers and ranking the phones after how common each phone is in practice.

Three other interesting file formats can be used for more specialized tasks:

Media, File Format, File Extension

Visiting cards and address book entries, vCard, .vcf

Calendar entries, vCard, .vcs

Java games, Java application descriptor files, .jad

Distributing links to mobile content with InfoNU is performed in the exact same way regardless of file format: You log on to your InfoNU account, select Uploads and upload the content from your PC to your InfoNU account. To distribute the content to a single person, click that person's Communicate link. Make sure that Upload is selected as Type of Content.

If you want to send an SMS message to many people, create a campaign by clicking on Campaigns in the Intranet Home menu followed by New campaign. With InfoNU, you can also schedule campaigns to be run at a specific date and time. Go to Campaigns and click on Schedule campaign to define the start date of your campaign.

A Catalogue of Mobile Marketing Patterns

After your user signed up for your service, his/hers mobile phone transforms into an excellent communication channel. This section lists proven marketing methods for you to reuse:

Task: Inform customers about new products and updates, new offers and relevant company news.

Solution: Send an SMS message at an appropriate time with the information.

Note: To know when to send your message, ask yourself the following two questions: When is this information relevant to my mobile user? When will the message have the biggest impact? If you are selling umbrellas, sending your message when your customer is outside your store on his way home and it is raining outside might be a good idea. When is it not a good idea to send a message? At night? In the morning?

InfoNU supports sending personalized SMS messages. By using the tags {FirstName}, {LastName}, and {Mobile} in your SMS text, you can personalize the message with the recipients name and mobile phone number.

-------------------------------------------------------------------

Task: Promote your rock groups new album.

Solution: Promote the following message: Text THECHAINSAWS to +44 77 86 202 988 (normal SMS cost) to get our new song. Follow up by sending an SMS message to everyone who signed up when your new album is released.

Note: Distributing video to mobile phones is possible today but do not expect top quality and do not expect to send out more than 10 seconds. Advances in mobile streaming technologies will make longer video transmissions possible in a few years.

To distribute a song to mobile phones convert it to an .mp3-file, log on to your InfoNU account, select Uploads and upload your song from your PC to your InfoNU account. You can distribute the song either to an individual person or create a campaign to send content to large groups of fans.

-------------------------------------------------------------------

Task: You have a nice jingle that you would like to be recognized in the metro.

Solution: Produce a ringtone and send it to your consumers for free.

-------------------------------------------------------------------

Task: Increase sales by distributing a mobile coupon to your customers.

Solution: Send out the following SMS message to your consumers: Here is your coupon for the movie. Show this message and get two tickets for the price of one. A43-K32-F83.

To create SMS coupons with InfoNU, use the {Coupon} tag in your SMS text. InfoNU will automatically create the coupon text for you. To view coupons and its owners, select Mobile Users and click on Mobile coupons.

-------------------------------------------------------------------

Task: Get new customers by using viral marketing.

Solution: Create an SMS campaign with the following text: Welcome to Marty's Bar. This is your VIP pass. Show this message and get a free beer. Feel free to send this message to your friends.

-------------------------------------------------------------------

Task: You want to create an SMS newsletter that is delivered once a day.

Solution: Create several days of SMS campaigns with your content. Schedule the campaigns so that one is run every week.

To schedule a campaign to be run at a specific day, log on to your InfoNU account, select Campaigns in the Intranet Home menu and click on Campaign schedule.

-------------------------------------------------------------------

Task: You are having an event together with all your employees and customers.

Solution: Send out an invitation as an SMS message one week before the event. Send an SMS message the day before to remind everybody. Schedule SMS messages to be sent during the event to sychronize people. Send out an event the day after the event to say thank you and to follow up.

But...We have Invested in a WAP Site?

If your company has a mobile web site or a WAP site, use SMS messaging to simplify access to your site. Send an SMS message with a link to your site. To visit your site, your consumer simply opens the SMS message and does not have to enter your URL adress on the mobile phone:

Task: Promote your mobile web site and make it easier to access.

Solution: Add the following text to your web site: Mobile Access At All Times. Get our news on your mobile. Text REUTERS to +44 77 86 202 988 (normal SMS cost). Send back an SMS message that contains a link to your mobile web site. Your consumers can access your site by opening your SMS message instead of entering the URL address on the handset.

To distribute a link to your mobile web or WAP page, create a text file that contains the URL to your site (i.e the text http://wap.sl.se), save the file with a .lnk file extension and upload the .lnk-file to your InfoNU account. To automatically send back the link, select Configure Settings, SMS Signup settings so that people receive your .lnk file as a response when they sign up to your service.

The Future of Mobile Marketing

Handset manufacturers are now working hard to unify the user experience on mobile phones. This will make Java applications and mobile web pages look and feel the same way regardless of handset manufacturer.

Manufacturers are also implementing a video compression standard called h.264. This compression technique is twice as efficient as the one used today. If you ever have tried video calls and been disappointed, expect to experience higher image quality within a year or two. The h.264 compression technique will be used for video calls, mobile-TV (in the standard called DVB-H) and for video streaming. The telecommunication industry believes that h.264 will make video calls and mobile video streaming useful in practice.

In Part II of this article series, we will take a closer look at mobile applications and how marketers can design mobile chat, newsletters and community services in just a few minutes.

Practical mobile marketing-part 1

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In this article, we are going to describe powerful mobile marketing methods you can implement in just a few minutes. We will investigate what the industry and the technology allow us to do today, how to persuade people to sign up for your service and which file formats to use when you deliver your content. We will also take a sneak peek on what will happen with mobile marketing in the near future.

The hands-on experience is based on solving marketing problems with the help of InfoNU (www.infonu.com). InfoNU is a free web based mobile mass communication platform that supports the latest trends in mobile marketing. With InfoNU you can:

Send SMS messages such as personalized alerts and mobile coupons
Push mobile content like banners, mp3-songs, ringtones, video clips, visiting cards and java games
Push links to mobile websites
Create and schedule mobile campaigns
Sign up and manage consumers
Get your own icon next to the address book and calendar to publish mobile content without cost
View statistics on how mobile marketing efforts are received by users

As in all sectors in explosive growth, bright people gravitate towards mobile marketing, create start-up companies, offer solutions and unfortunately also create a big creative mess full of definitions, standards, ideas and solutions. This article series is the authors attempt to untangle the web of technologies into easy-to-use patters you can use in your everyday marketing of your brand, company, products and services.

A second part of this article is planned. In Part 2 we will take a closer look at advanced concepts in mobile marketing like tailor-made mobile applications and mobile community services.

Permission Marketing and What Mobile Marketing is NOT

A mobile phone is a highly personal communication device. Mobile marketing is not about spamming uninterested people with irrelevant SMS messages at 2:00 am. Marketers have to respect this. Never send messages to someone without having their permission. Sending unsolicited SMS messages to people is not good marketing. Aside from the ethical aspect of spam, it does not work and costs you a lot of money. Do not do it.

Marketing activities that depends on the permission of the consumer is referred to as permission marketing and is central to mobile marketing. Embrace permission marketing and protect your list of consumers, it is the people who have given you permission to speak.

The Mobile Marketing Dance

Instead of sending unsolicited SMS messages, the trick in mobile marketing is to persuade people to sign up for your service and then to find a balance between providing sales driving information and offering value so that your customers are both informed and happy.

How to Persuade People to Sign Up for Your Service

What can you offer that makes your consumers accept the commercial side of your company? Here are a few suggestions:

Promote the following message by printing it on your packaged goods: Text COCACOLA to +44 77 86 202 988 (normal SMS cost). The first 100 people to text us will win a free subscription on Coca-Cola magazine. After you received 100 replies, call up the winners and get their address.
Promote the following message on billboards, posters, banners or signs around your town: Text WHEATIES to +44 77 86 202 988 (normal SMS cost) to get our new ringtone.

Promote the following message with an ad in your favorite newspaper: Text ABBA to +44 77 86 202 988 (normal SMS cost) to get our new song.

Promote the following message with an ad in your favorite newspaper: Text ROXETTE to +44 77 86 202 988 (normal SMS cost) to get our new video.

Promote the following text on your web site: Do you want information about us in your mobile? Click on this link and enter your contact details.

Promote the following text in your TV commercials: Text ARMANI to +44 77 86 202 988 (normal SMS cost) and win a trip for two to Paris. The winner will be notified the 16'th of August.

Promote the following text in your radio commercials: Text ATARI to +44 77 86 202 988 (normal SMS cost) and get Pac-Man to your phone.

Promote the following text in your TV commercials: Text MCDONALDS to +44 77 86 202 988 (normal SMS cost) to claim your 10% discount coupon.

In other words: Send something back as a Thank you for signing up. Give your new user something for free. Give your new user a possibility to win something nice. At least a thank you SMS.

To configure InfoNU so that you automatically send something back when new consumers sign up to your service, log on to your InfoNU account, select Settings in the Intranet Home menu followed by SMS Signup settings, click on Details for your code word and enable Respond automatically with an SMS message. You can send back an SMS message, mobile content like images, video and music, a link to your mobile web site or a Java application.

To integrate your own web site with InfoNU as in the fifth example above, select Help in the Intranet Home menu followed by Integrate InfoNU and click on Generate Link.

File Formats to Use when Distributing Mobile Content

Since virtually all mobile phones support SMS messaging, sending SMS messages is the simplest and most reliable way to come across to mobiles. SMS messages are as we all know limited to 160 characters but can contain links to mobile content.

All mobile phones does not support the same media formats. If you have no a-priori knowledge about your consumers phones but still want to reach the biggest possible audience, use to the following file formats:

Media, File Format,File Extension

Images, Portable network graphics, .png

Sound, MP3 songs, .mp3

Video, 3GPP video 3gp

Ringtones Midi music .mid

This list of file formats comes from analyzing mobile phones produced by the biggest manufacturers and ranking the phones after how common each phone is in practice.

Three other interesting file formats can be used for more specialized tasks:

Media, File Format, File Extension

Visiting cards and address book entries, vCard, .vcf

Calendar entries, vCard, .vcs

Java games, Java application descriptor files, .jad

Distributing links to mobile content with InfoNU is performed in the exact same way regardless of file format: You log on to your InfoNU account, select Uploads and upload the content from your PC to your InfoNU account. To distribute the content to a single person, click that person's Communicate link. Make sure that Upload is selected as Type of Content.

If you want to send an SMS message to many people, create a campaign by clicking on Campaigns in the Intranet Home menu followed by New campaign. With InfoNU, you can also schedule campaigns to be run at a specific date and time. Go to Campaigns and click on Schedule campaign to define the start date of your campaign.

A Catalogue of Mobile Marketing Patterns

After your user signed up for your service, his/hers mobile phone transforms into an excellent communication channel. This section lists proven marketing methods for you to reuse:

Task: Inform customers about new products and updates, new offers and relevant company news.

Solution: Send an SMS message at an appropriate time with the information.

Note: To know when to send your message, ask yourself the following two questions: When is this information relevant to my mobile user? When will the message have the biggest impact? If you are selling umbrellas, sending your message when your customer is outside your store on his way home and it is raining outside might be a good idea. When is it not a good idea to send a message? At night? In the morning?

InfoNU supports sending personalized SMS messages. By using the tags {FirstName}, {LastName}, and {Mobile} in your SMS text, you can personalize the message with the recipients name and mobile phone number.

-------------------------------------------------------------------

Task: Promote your rock groups new album.

Solution: Promote the following message: Text THECHAINSAWS to +44 77 86 202 988 (normal SMS cost) to get our new song. Follow up by sending an SMS message to everyone who signed up when your new album is released.

Note: Distributing video to mobile phones is possible today but do not expect top quality and do not expect to send out more than 10 seconds. Advances in mobile streaming technologies will make longer video transmissions possible in a few years.

To distribute a song to mobile phones convert it to an .mp3-file, log on to your InfoNU account, select Uploads and upload your song from your PC to your InfoNU account. You can distribute the song either to an individual person or create a campaign to send content to large groups of fans.

-------------------------------------------------------------------

Task: You have a nice jingle that you would like to be recognized in the metro.

Solution: Produce a ringtone and send it to your consumers for free.

-------------------------------------------------------------------

Task: Increase sales by distributing a mobile coupon to your customers.

Solution: Send out the following SMS message to your consumers: Here is your coupon for the movie. Show this message and get two tickets for the price of one. A43-K32-F83.

To create SMS coupons with InfoNU, use the {Coupon} tag in your SMS text. InfoNU will automatically create the coupon text for you. To view coupons and its owners, select Mobile Users and click on Mobile coupons.

-------------------------------------------------------------------

Task: Get new customers by using viral marketing.

Solution: Create an SMS campaign with the following text: Welcome to Marty's Bar. This is your VIP pass. Show this message and get a free beer. Feel free to send this message to your friends.

-------------------------------------------------------------------

Task: You want to create an SMS newsletter that is delivered once a day.

Solution: Create several days of SMS campaigns with your content. Schedule the campaigns so that one is run every week.

To schedule a campaign to be run at a specific day, log on to your InfoNU account, select Campaigns in the Intranet Home menu and click on Campaign schedule.

-------------------------------------------------------------------

Task: You are having an event together with all your employees and customers.

Solution: Send out an invitation as an SMS message one week before the event. Send an SMS message the day before to remind everybody. Schedule SMS messages to be sent during the event to sychronize people. Send out an event the day after the event to say thank you and to follow up.

But...We have Invested in a WAP Site?

If your company has a mobile web site or a WAP site, use SMS messaging to simplify access to your site. Send an SMS message with a link to your site. To visit your site, your consumer simply opens the SMS message and does not have to enter your URL adress on the mobile phone:

Task: Promote your mobile web site and make it easier to access.

Solution: Add the following text to your web site: Mobile Access At All Times. Get our news on your mobile. Text REUTERS to +44 77 86 202 988 (normal SMS cost). Send back an SMS message that contains a link to your mobile web site. Your consumers can access your site by opening your SMS message instead of entering the URL address on the handset.

To distribute a link to your mobile web or WAP page, create a text file that contains the URL to your site (i.e the text http://wap.sl.se), save the file with a .lnk file extension and upload the .lnk-file to your InfoNU account. To automatically send back the link, select Configure Settings, SMS Signup settings so that people receive your .lnk file as a response when they sign up to your service.

The Future of Mobile Marketing

Handset manufacturers are now working hard to unify the user experience on mobile phones. This will make Java applications and mobile web pages look and feel the same way regardless of handset manufacturer.

Manufacturers are also implementing a video compression standard called h.264. This compression technique is twice as efficient as the one used today. If you ever have tried video calls and been disappointed, expect to experience higher image quality within a year or two. The h.264 compression technique will be used for video calls, mobile-TV (in the standard called DVB-H) and for video streaming. The telecommunication industry believes that h.264 will make video calls and mobile video streaming useful in practice.

In Part II of this article series, we will take a closer look at mobile applications and how marketers can design mobile chat, newsletters and community services in just a few minutes.