Marc Montaldier, who is head of mobile marketing for Orange France, had a couple highlights.
--mobile is unique - 1 subscriber is 1 audience member (no "pass-along" in mobile) Results in better targeting
--the mobile device goes *everywhere* with the customer; and it is multimedia enabled
--perceived value to customers who get a context-sensitive discount is huge (can take advantage of 2D barcodes)
--Get on Mobile Marketing now
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