Question: Across the globe, there is a growing demand for free mobile phone content, mainly in the form of apps. In turn, this is having a

Across the globe, there is a growing demand for free mobile phone content, mainly in the form of apps. In turn, this is having a marked influence on mobile advertising.

The biggest increase in mobile advertising is taking place in the Asia-Pacific region. According to the analyst firm Gartner, the region is the largest market for mobile advertising. Gartner predicts that mobile advertising will grow at a rate of 400 percent until 2016.145 How do you think the marketplace will react to this new advertising medium as it becomes more common?

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