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ABSTRACT
Wide usage of the mobile phone provides opportunities for marketers and researchers. Consumers are more accessible through these devices, and communication through the mobile internet can more easily be interactive. Case studies from Japan indicate that marketers can conduct mobile campaigns aimed at building a large database of potential customers, better understanding customers through data mining, crafting outbound campaigns targeted at specific consumer segments, and easily measuring the effectiveness of campaigns. The ability to market to consumers according to their location and certain handset features (such as using the phone as a means of effecting payment) also have interesting applications for marketers.
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