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Studies show that  " Apple iPhone has been a major driver of this phenomenon as the mobile handset is probably the dominant smartphone handset in Singapore, Hong Kong, and Taiwan.

Clearly, there are more opportunities for advertisers to reach customers via smartphones than on the Internet today. Today’s smartphones offer multiple functions such as GPS,  augmented reality (AR) and location-based services to deliver the desired communication message on formatted HTML pages on the handsets’ screen.

Moving forward, the combination of social media and smartphone technologies will converge to bring new opportunities (and challenges) for advertisers and FMCG companies to reach their target audience in 2011. In particular, the ratings and reviews of the advertisers’ brand will play an important role to influence prospective customers’ purchasing decisions. The confluence of mobile data, camera functionalities and the ease of typing beyond 160 characters on today’s smartphones opens new avenues for users to share their personal experience on an ongoing basis. Hence, advertisers in industries such as hotels, restaurants, shopping malls and airlines face increasing scrutiny by today’s discerning consumers armed with internet-enabled smartphones. "

Source : http://www.clickz.asia/2231/moving-ahead-with-smartphone-marketing-in-2011