This document discusses the mobile revolution that is fundamentally changing how people live and work. Some key points:
- Mobile subscriptions now exceed 5 billion worldwide, eclipsing other technologies. Mobile apps and tablets are also growing dramatically.
- Mobile has become a lifeline for many people's livelihoods, as professionals rely on it to stay connected to work and informed. Over 70% of executives under 40 consider it their primary work tool.
- People now live in both the physical world and virtual world simultaneously. Mobile blurs the lines between these as people toggle between physical and digital activities.
- Marketers must recognize how mobile is changing consumer behavior and ensure their brands are equally present in both