Make business a moving experience

This is the age of the smartphone, with apps that let you shop online, check your email and even monitor your alcohol intake. It's a trend that has largely been driven by the consumer, with the still-fashionable Apple iPhone leading the market.

So how can enterprises take advantage of this burgeoning mobile market?

Coca-Cola was an early pioneer of mobile commerce (m-commerce), installing mobile phone-enabled vending machines in Helsinki, Finland more than a decade ago, which took payment via text messages.

And today the global mobile entertainment market is worth an estimated £23.3bn per year, which
includes m-commerce payments made by consumers along with revenue generated through advertising in exchange for content, such as ringtones and logos.

In our in-depth guide we explore how these and other sectors are taking advantage of mobile technologies to strengthen customer loyalty and open up new revenue streams.

Money transfer giant Western Union, for example, explains how teaming up with mobile operators has enabled it to reach millions of potential customers in the developing world.

In addition, Jon Fell and Victoria Diggines of law firm Pinsent Masons highlight some of the key legal questions raised by m-commerce.