ased in Atlanta, USA, Mobile Transit Authority (MTA) became the first mobile agency in the country. MTA will assist clients in making the best use of the explosive mobile phone medium to carry out their promotional plans. Since mobile phone marketing has become an integral part of the marketing mix, the need for such an agency is obvious.

The number of mobile phone users in the United States is more than 195 million, and advertisers use this medium especially to reach out to the youth. In fact, the mobile medium is not restricted to mobile phones and now includes other interactive media such as PDAs and iPods. The unique characteristics of this medium demand a different set of strategies to make the marketing programme a success. ... more