Given the power of eMarketing and Mobile Marketing, it’s no
surprise that the phones themselves have adapted far beyond
their original features and functions. Some offer classic
telecommunications services, while others keep two giant leaps
ahead of the mobile communication industry. But when is a phone
no longer a phone? The primary purpose of any cellular phone is
as a personal communication device. Wise marketers bear that in
mind first and foremost. The old adage, ‘know your audience,’
rings true no matter what you have to say. And when it comes to
Mobile Marketing, it can be very helpful to know exactly how
your audience uses their mobile handsets to communicate. In this
chapter, we will be discussing basic, feature and smartphones:
what services they provide as well as insight into how they can
be utilised as a profitable medium for advertisers and
marketers. Key Terms and Concepts |Antivirus||Software created
to detect and neutralise malicious software.| |Basic
phone||Basic handsets that can make and r