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We’re all aware of growth of the Apple iPhone and how they have completely transformed the future of mobile applications. The number of iPhone users grew by over 150% between January and November 2009 (Admob, 2010). What you may not be aware of, is how have also radically changed the opportunities for SME’s in marketing communications.

Can you remember 10 years ago when you were considering if a website would benefit your business? “Application” based phones are the future and Apple, with approximately 87% market share in Western Europe (Admob, 2010), remain pioneers within the market followed by Blackberry and HTC with the internet giant, Google having recently launched their new phone.

There are already thousands of apps that can be downloaded and used, (many aren’t worth the time they take to download), yet the commercial giants, like Next, Google and Jamie Oliver have developed user friendly, effective Apps adding value to their business through...

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