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* * * * * * * * * Increased mobility of audiences is also key and one could argue that developments in mobile phone technology may in certain markets and against certain targets be an even more powerful story than the evolution of the internet In some markets like China, mobile phones will be more accessible for certain audiences than computers. This leads to a huge potential audience Problem at the moment being driven by the mobile phone companies as they are still to develop effective business models for this evolving medium Up to both media owners and advertisers to drive this forward.