The mobile phone is the only medium to connect ultimate personalisation (1 individual, 1 mobile) and total interaction (push, pull) to a market penetration of nearly 80% of the French population; could advertisers have ever dreamed of a more effective route to guarantee such a high level of visibility and constant access to the consumer ?

The arrival of television on mobiles will only serve to accelerate the advance of the mobile into the media budgets.

The challenge is now to ascertain the best practices to suit this new method of communication :

• How can you initiate and strengthen business relationships in a way that is not intrusive ?
• What are the objectives for communication via mobile? Profile, image, acquisition, customer loyalty ?
• Is the target market the same as your company's customer base ?
• When should you make contact ? In the morning/evening? At the weekend ?

If m-commerce responds favourably to these questions, it could be the new success story similar to the iTunes music store and its millions of downloads. In other words, it could be the next genuine alternative to the normal way of doing business, controlling the "value chain" from campaign to payment.