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Mobile Marketing: Finding Your Customers No Matter Where They Are by Cindy Krum

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Chapter 8. Mobile Applications

Smart phones come preinstalled with an operating system and a stock set of programs or applications. These applications usually include an email client, an address book, a calendar, a program for taking notes or saving text, a Web browser, and a couple simple games. When users need more than these preinstalled programs offer, they might need to add software to their phone. The multitude of small programs that can be installed after market on phones are grouped and called mobile applications, or apps for short.

Mobile applications have changed how we conceive of our mobile phones. They have moved the collective unconscious from believing that mobile phones are preloaded with all the software and functionality ...

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