If Your Mobile Strategy Can Win Here, It Can Win Anywhere

Mobile and SMS marketing may just be picking up steam in the U.S., but in other parts of the world brands and organizations depend heavily on people's mobile use to get their message out. In this piece in Harvard Business Review, Morra explores how mobile devices are used in other parts of the world and how they are literally saving lives. But, possibly because it has such great potential for improving welfare, the developing world far outpaces the US in creating a system where mobile phones — marketed specifically to women — are truly essential tools. So I asked several leaders in the mobile health space what they've learned from developing world direct-to-consumer mobile programs that could inform American mobile marketing programs.