This technology darling of the young and old alike has a constant stream of new applications that never ceases to amaze.

"Ever since the iPhone came around, it turned the mobile-advertising opportunity from something really stiff, cramped, awkward and slow into something beautiful, sexy and fast."

Faster 3G networks plus new software provide enhanced opportunities to do much more with the amazing iPhone and other Smartphones. A recent Advertising Age article provide clues of what’s to come for publishers and advertisers.

As one commentator put it: "It’s just good business for publishers to move as aggressively as possible to serve content on as many platforms as readers want to consume it, and in ways that optimize each platform’s strengths…" Our new multi-platform world undoubtedly provides great opportunities for innovative publishers, advertisers and retailers.

However I personally believe that’s only part of it. If it’s tied in with other print-to-mobileweb enablers like QR barcodes, RFI chips, we start to see the bigger picture of where mobiles fit in the marketing and wider e-commerce arsenal.

Look to your Cellphone to become your wallet. 

The cellphone could become your cash, ID, loyalty card, travel pass, discount voucher, credit card and much much more. In fact in Japan all this advanced technology is already commonplace. The rest of the world is only now catching up. Because everything is digitised, this transaction data is collected in realtime, helping forward-thinking marketers monitor and plan campaigns.

It’s easy and consumers want it.

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