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sense and respond communications

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The classic example of this is the personal recommendations provided by Amazon. The 

increased use of mobile services is currently a significant way by which companies can 

generate additional value and they also need to consider how to protect their existing rev-

enue. Digital businesses like Facebook and Google which rely on ad revenue have had to 

change their advertising services to ensure that their average revenue per user (which we 

introduced in Chapter 1) from ads is maintained as more users access mobile devices. 

Other types of business are using mobile to add value. For example, retailers who have a 

physical presence are using mobile marketing to develop their proposition, as explained 

in Case study 5.1.