Yes, its everybody. Now a furniture retailing magazine (Furniture World) features a story about how to do mobile in their marketing. Also good article..
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Tomi T Ahonen: Mobile as 7th of the Mass Media: Cellphone, cameraphone, iPhone, smartphone
Tomi T Ahonen & Jim O'Reilly: Digital Korea: Convergence of Broadband Internet, 3G Cell Phones etc
Tomi T. Ahonen, Timo Kasper & Sara Melkko: 3G Marketing: Communities and Strategic Partnerships
also as kindle edition
Tomi T Ahonen & Joe Barrett (editors): Services for UMTS: Creating Killer Applications in 3G
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