The mobile phone market has matured significantly in the last three years, and consumers are looking for more from their phones. With smartphone ownership showing massive growth, the range of functions a phone is expected to perform has multiplied. The Sybase 365 Global Consumer Acceptance + Usage Report looks at user trends in approaching and utilizing mobile services across fifteen global territories.

2010 looks set to be the year that mobile commerce capabilities come of age; mobile phones evolving from being simple communication devices to increasingly being life management tools, entertainment systems and virtual wallets. Predictions for increased mobile advertising spend, the fusion of social and mobile devices and explosion of associated “apps” have all served to fuel consumer appetite for more and better mobile services. The challenge for businesses in  2010 will be to adapt their mobile offerings to this increased demand, and find ways to target their services at specific segments of their customer base. There is a clear opportunity for mobile to become a primary CRM channel for many services and industries, as the consumer demand highlighted in this report demonstrate. 

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