The third and fourth generation mobile telephony (commonly referred to as 3G and 4G technology) are set to dramatically alter the entire mobile marketing landscape. Considerably higher downloading speed and unified architecture make these technologies more suitable and considerably more advantageous for both marketers and consumers. Although this requires handsets with advanced capabilities, the new technology is expected to gain rapid ground and change the very concept of telecommunication and its use as a marketing medium.

The digital media comprising of Internet and mobile phone are among the fastest growing avenues for marketing. In India, marketing through digital media was much less affected by the economic slowdown than through other media, as it grew by 74% to Rs. 680 cr in 2008. Further, digital marketing looks set to continue its rapid growth, as new developments and their advantages become even more apparent, when marketing budgets are faced with increasing constraints.

Mobile marketing is one of the fastest growing personal digital media tools; and in 2010, brands are expected to allocate a larger portion of their digital media budget to it. Popularity of marketing on mobile phones is increasing by the day, ever since the advent of marketing through SMS (Short Message Service) during the early years of this century, when companies started collecting mobile phone numbers and sending business-related SMS. This new channel expanded rapidly across the entire world reaching customers in every nook and corner.

Now, with the third and fourth generations of mobile telephony (3G and 4G) coming into picture, the dimensions of mobile marketing have undergone a paradigm shift and one has moved far ahead from the early days of SMS. SMS was very successful as a marketing tool because of its user-friendliness and ever-present nature. With the new cutting-edge technology, which makes sending and receiving of multimedia contest quite easy, Multimedia Messaging Service (MMS) which includes picture messaging and videos, is becoming the new innovative tool for marketing.

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