There will be 4.6 billion mobile phone users globally by the end of 2015. 1 billion of them will switch on their own device for the first time – according to stats from Mobile Word Congress. What this means for all the communication agencies is that if they didn’t prepare themselves yet to integrate the new platform into their client’s communication campaigns, they might be almost too late. For example, a New York tech company’s satellite-based system can locate people inside a building or in larger areas and is able to target them with ad messages and sales offers based on their current location. It gives the chance for a shoe retail shop to bomb customers currently browsing competitor’s shelves, with its campaign message, in the right place at the right moment. Not theoretically. More than hundred brands have been leveraging the system in the USA so far.

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