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The Fast and the Furious : Pushing Push-Button Digital Entertainment        6 
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<br/><br/>   ABSTRACT :  The phenomenal growth in mobile-phone usage has radically changed the lifestyle and behavior of its vast community of users. This paves the way for opportunities for consumers-on-the-go to enjoy digital entertainment offered in mobile format, including real-time news-feeds, remote inter-active games, audio/video clips and broadcast of any information thas has a mass-based following. marketers see great potential in mobile marketing campaigns to complement taditional media, with its ever-enhanced efficiency and economy in the wake of continuing technological leaps in communication. Several examples of best-practice cases are presented, including a virtual world of like-minded avatars. 
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<br/><br/><label>Subjects--Topical Terms: </label><br/>Mobile Marketing;Non-traditional media    ------Digital Entertainment;Communication----
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