New Communication Strategies and the Role of Mobile
With the broad diffusion of consumer-generated media, such as blogs and SMS, word of mouth has become increasingly important with viral marketing playing a key role in driving sales. According to Ohshiba, "In the future, we will see increasing development of spontaneous media like mobile in the peer-to-peer space." Last, D2C Communications President and CEO Fujita spoke about the importance of "maintaining PC and mobile sites as a bi-directional hub to manage contact with customers."

[...] Finally, Mitsui Sumitomo Card's Sawamura commented, "The mobile phone is already an intimate feature of daily life and could become the first credit card for many users."