The document discusses the rise of mobile usage globally. It notes that there are currently 6 billion mobile subscribers worldwide, equaling 87% of the world's population. Over the past 3 years, more than 300,000 apps have been developed and over 10 billion apps downloaded. In 2011, 8 trillion text messages were sent. 25% of internet users in the US now use mobile exclusively. Google earns $2.5 billion annually from mobile ad revenue, and 71% of smartphone users will immediately search on mobile after seeing an engaging mobile ad. The document questions whether mobile marketing can be ignored.