Mobile - your direct line to consumers, a market view from sarmady

What makes the mobile phone such an exciting marketing tool? To put it simply, it's the world's most essential personal device.

The number of mobile phone subscriptions in Egypt hit more than 70 million in 2010, out of which more than 50% are Vodafone subscribers. 8 million Egyptians access the Internet from their mobile.

But the power of mobile as a marketing tool isn't just about the numbers - it also derives from the central social role of mobile phones in our everyday lives.They're important because they're indispensable, but also because they're ours. They contain our contacts, our messages, our ringtones, our music, our pictures...They are, in fact, the only truly personalized mass media device.