Today’s business environment is far different than that of just 15 years ago. Today’s business people don’t expect to be tied to an office, but they also want to be able to respond to the demands of business where ever they go. 3G phones and other remote applications give them the best of both worlds: they can spend time with their families without ever missing a beat at the office. 3G business users rely heavily on email via their phones, and they will access and update their calendars via their wireless devices, too. They will use applications like Microsoft Word and Adobe Acrobat to read email attachments. They will surf the web for business and personal applications, but their primary focus is staying abreast of the workplace situation. The business user will appreciate his 3G phone for its ability to keep him connected with friends and family via phone and text messaging. They will also likely use their device for listening and storing music downloads, but they will use all these features to a much lesser extent than the casual user. Their device is likely to carry no games, or only those that came already loaded on the phone. In the following chapters, we’ll explore marketing to these two basic types of users and help advertisers understand how you can profit from simple marketing techniques that capture business users and casual users of 3G technology.
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