How do top-tier international brands use the mobile channel? The people in charge of mobile for auto manufacturer BMW, airline Lufthansa and UK broadcaster the BBC talk to telecoms.com about how they use mobile to benfefit themselves, their partners and their customers.

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Premium Motoring Brand Bmw Was One Of The First Companies To Pull The Mobile Channel Into Its Marketing Mix. Here The Firm’s Head Of Digital Media, Who Is Personally Responsible For Many Of The Firm’s Marketing Innovations, Talks To Telecoms.com About Why Mobile Works For Bmw And How.

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Convenience, Innovation And Cost Management Are The Drivers Behind The Mobile Strategy Of German Airline Lufthansa. The Firm’s Director Of Global E-Commerce And Mobile Services, Marcus Casey, Shares His Views On The Importance Of Mobile In His Firm’s Strategy.

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Bbc Worldwide Is Tasked With Generating Revenues From The Content Created By Its Public Service Mother Company. This Year It Launched An Advertising Proposition On Its Mobile Site And Mobile Marketing Looks Set To Become A Key Part Of Its Offering.