Interactive Mobile Marketing

Mobile telecommunications has witnessed tremendous growth in the past decade. The penetration levels of mobile phones in Western Europe have reached a level which means that almost everyone owns a phone. Active mobile subscriber penetration will continue to grow, increasing from 101.6 percent in 2006 to 120.1 percent by 2012, reaching 490 million subscriptions in Western Europe (cp.

Analysys, 2006

). This growth will be mainly due to users owning multiple Subscriber Identity Modules (SIMs). Simultaneously, the use of mobile phones has moved beyond voice calls to the use of additional data services. People consider their mobile phones to be very personal items where they store addresses, personal messages, their favourite music and holiday photos with friends and family. Mobile phones are with their owners anytime and everywhere.