15. Email and Text Messaging

Smartphone use has created the ultimate direct and one-to-one communications opportunity between people, companies, and their customers. Direct connections have been around for a long time, as businesses could send warranty return post cards to a mailing list and later offer up “call and order today” instructions to a television audience. What is unique about the smartphone is that messaging and content can be sent and received everywhere and anytime, and those communications can occur through a growing number of channels, applications, and uniquely mobile technologies. When the phone rings or vibrates, or a notification light blinks, many smartphone users jump at the opportunity to see what has arrived, like an ...

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