4. The Battle for the Gateway into the Mobile Internet
Key Chapter Points
• Tremendous worldwide mobile phone, smartphone, and tablet growth has occurred in the past four years.
• Apple’s iOS and Google’s Android operating systems dominate the mobile marketplace.
• The utility and profitability of apps caused an explosion in development and the emergence of the “app economy.”
• The need to make online payments from mobile phones as simple and as safe as possible led the Internet tech companies to develop mobile online payment systems.
• As more people access the Internet from their mobile phones, advertisers are shifting their efforts away from print, TV, and PCs, and toward mobile devices.
• To retain control and capture as much advertising ...
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