With the seemingly un-wavering boom in sales of smart mobile
handsets, the opportunity for developing and selling mobile
applications more sophisticated than ringtones and games is ever
more appealing. But while the market is growing, it is also
changing and evolving rapidly, with new concepts and technologies
vying for attention. In order to gain momentum mobile
applications need to have both the ‘mass' of
appealing value for customers and the ‘velocity'
of the most appropriate, rapid and wide reaching routes to
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