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Mobile Marketing by Daniel Rowles

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03

Technology change and adoption

As I have already said, mobile marketing is more about the user journey than it is about the technology. However, we need to understand the adoption of the technology to really understand our target audiences and how we can best reach them. In this chapter we will try and explore and benchmark where the technology currently fits into this puzzle and start to understand the differences between distinct markets and segments of our audience.

Forty years of radical change

At the time of writing it is 40 years to the day since Martin Cooper, a senior engineer at Motorola, made the first mobile phone call on 3 April 1973. Within 10 years they had launched the DynaTAX 8000x (Figure 3.1), their first commercial handheld ...

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