FEATURE: Mobile email triggers content, looks to advertising

Mobile email triggers content, looks to advertising

By Brian Dolan

The cliché scene of a chattering mobile phone user on a busy subway car has given way to a quieter rendition of mobile phone use: the click-clacking of the mobile email user. Although mobile email has seen dramatic growth over the past few years, most of that growth has been dominated by the enterprise user. Current Analysis reports that in 2006 about 1.2 percent of corporate email accounts, or 8 million, were mobile.

There is still plenty of room for growth on the enterprise front, particularly as handsets become more sophisticated and offer a more compelling user experience. Nevertheless, some mobile email providers are turning their focus to the consumer market. And to help tap that market, they are integrating email with mobile content and exploring advertising.

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