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| The mobile phone captures |
The mobile phone captures the social context of media consumption.
This represents emerging thinking on the benefits of the mobile. Because of the nature of the mobile phone to be able to accurately track transactions to any particular phone number (user), it can track transactions between mobile numbers (users). This means that sophisticated data mining can identify patterns that indicate information about and preferences of mobile phone users. Not only can alpha users be identified, but they may be identified within their social context.
The implication for marketers: This information will represent rich data that can be used to both create and market products, content and services online.
This represents emerging thinking on the benefits of the mobile. Because of the nature of the mobile phone to be able to accurately track transactions to any particular phone number (user), it can track transactions between mobile numbers (users). This means that sophisticated data mining can identify patterns that indicate information about and preferences of mobile phone users. Not only can alpha users be identified, but they may be identified within their social context.
The implication for marketers: This information will represent rich data that can be used to both create and market products, content and services online.
