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The Changing Game: Mobility at a Crossroads

Don Ryan

July 2nd, 2009

Bottom Line Summary
TNS has uncovered two major global telecommunications implications that reflect the next stage of evolution for the category:

1- The mobile phone represents the single greatest consumer technology opportunity in the emerging world

A key aspect of this opportunity is mobile messaging, with nine in 10 messages now bing sent via a mobile device in emerging markets, compared to just five in 10 in developed markets. Utility from mobile devices is another major factor, as demonstrated by 75% of consumers in emerging markets actually using the MP3 player on their mobile phone, compared with only 58% in developed markets.

2- Consumers worldwide have been 'energized' by new products in the market and are exhibiting a growing appetite for these technologies.

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