Mobile Leveraging The New New Media

The document discusses the growth and penetration of mobile technology in India, highlighting that 26% of the mobile subscriber base has GPRS-enabled handsets. It covers consumer behavior regarding mobile marketing and services, noting high interest especially among the 25-44 age group, with motivations tied to perceived benefits. Additionally, it identifies rural mobile telephony's rapid growth and explores the potential for mobile applications and marketing strategies in engaging consumers.