However, such is the emergence of this form of advertising, that there is now a dedicated global awards ceremony organized every year by Visiongain.
[5][6] According to the research firm Berg Insight the global mobile advertising market that was estimated to €1 billion in 2008.
[citation needed] Furthermore, Berg Insight forecasts the global mobile advertising market to grow at a compound annual growth rate of 43 percent to €8.7 billion in 2014.
[10] There are hundreds of handsets in the market and they differ by screen size and supported technologies (e.g., MMS, WAP 2.0).
[11] Source: Mobile Marketing Association[12] Martin Cooper invented a portable handset in 1973, when he was a project manager at Motorola.
Even in such environments as in a restaurant, café, bank, travel agency office, and so on, the users can enjoy some privacy by sending/receiving brief text messages in an unobtrusive way.
[citation needed] This unobtrusive three-way communications caught the attention of media industry and advertisers as well as cellphone makers and telecom operators.
Additionally, the possibility of fast delivery of the messages and the ubiquity of the technology (it does not require any additional functionality from the mobile phone, all devices available today are capable of receiving SMS), make it ideal for time- and location-sensitive advertising, such as customer loyalty offers (ex.
Because of that, campaigns that aim to achieve wide response or are targeting lower income groups might be better of relying on older, more widespread mobile media advertising technologies, such as SMS or any other mode of communication.
A key element of mobile marketing campaigns is the most influential member of any target audience or community, which is called the alpha user.