sense and respond communications
.
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.
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