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M-Powering Marketing in a Mobile World by Nikhilesh Dholakia, Ruby Roy Dholakia, Syagnik Banerjee

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CHAPTER 1

The Global Mobile Multiplier Effect

In 2014, the number of mobile phones in the world crossed the number of people on the planet. By 2015, almost 95 out of 100 adults in the world, including people in the poorest nations, had a mobile phone. By 2016, even smartphones were available to 2 billion people. In human history, no other technology has been able to achieve that—ever. The impacts of mobile technologies on our lives are profound, pervasive, and prompt. We need ways to grasp these impacts, so that we can cruise with the trends, rather than be crushed by these changes. From a business perspective, this book offers the conceptual framework and practical ways to act upon, and act with, the evolving mobile technology advantageously. ...

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