I wrote an Inside Information story earlier this year that talked about why mobile campaigns are useful, but they're still very much on the ground floor. PRN recognizes this and wanted to be an early adopter, prepared when mobile marketing, inevitably, takes off.
"It's early, but we want to be at the beginning of the curve," said Josh Cohen, director of content licensing and distribution at PRN. "Asia's way in the forefront. The drawback in the US is that devices aren't user-friendly and broadband [is an issue]. It's been very clear to us that mobile is one of the next stages where people will be getting information."
So if mobile is the next frontier, what are some of the other initial thoughts floating around out there about how best to use it?