It is no secret that mobile phones are attractive to advertisers and marketers. BusinessWeek and visiongain projected in March 2006 that US mobile advertising and marketing spending will increase rapidly from 2005, reaching $602.3 million in 2009.
Moreover, mobile phones have achieved mass adoption in the US, to put it mildly. eMarketer projects that 296.8 million Americans will have a mobile phone by the end of 2010, up from 207.9 million in 2005. This represents over 95% of the country's population.
Wireless services are, unsurprisingly, a huge business. Mobile phone subscribers in the US delivered $118.6 billion in revenue in 2005, according to data from the Telecommunications Industry Association published in March 2006.
So how do you reach this audience? Which non-voice applications should marketers use?
The answer, of course, is not simple. However, the numbers do point to one strong candidate right now: Text messaging ("texting") is currently the largest single component of non-voice mobile spending, and the "text to" call to action is understandably becoming increasingly common.