Mobile marketing set to boom, still slow in GCC

Audio: With mobile phone penetration soaring to over 200% in most of the GCC it seems remarkable that brands and advertising agencies are slow to strategise for mobile marketing. Steven Bond speaks to Sagar Shetty, founding partner of Clique Media and organiser of the 5th Bar Mobile Marketing Forum, about the opportunities and challenges of moving forward, despite the expectation that the industry will soon begin booming. Shetty also speaks of the need for education across the board in terms of how to implement effective campaigns - and the importance of moving away from spam SMS messages.