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Mobile has hit the mainstream in the U.S. At the end of 2008, the number of mobile subscribers had grown to 270 million, reaching 87% of U.S. households. The availability of unlimited data and text messaging plans has pushed consumer mobile usage beyond voice to text messaging and Internet access. Now that the market is fully penetrated with the infrastructure, there is huge potential for companies to not only expand their marketing reach, but also to exponentially enhance its immediacy.
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