SPOTLIGHT: 3G needs to be irresistible

Marketers are being courted eagerly by Europe's mobile industry as the secret weapon for pushing mobile Internet and 3G into the mainstream. "Europe's regulators, mobile carriers and equipment vendors have botched the consumer-value proposition of 3G," said John du Pre Gauntt, senior analyst at eMarketer. "For that great favour, marketers should be thankful." Article

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