LEADER: Mobile tsunami next wave to catch

<p>The jury is still out whether Asia has effectively harnessed the </p><p>internet to build one-to-one relationships between a brand and consumers </p><p>that the digital medium promised. Some brands - Unilever's Pond's and </p><p>Body Shop - have clearly found the happy medium between sales promotion </p><p>and relationship building, while others - like San Miguel's Philippines </p><p>- have a long way to go. Now the next wave in the digital tsunami is </p><p>threatening to hit - mobile communications. In a region where mobile </p><p>penetration is significant, it will probably sweep in a little too </p><p>quickly for comfort for marketers largely unprepared for another </p><p>communications revolution. </p><p><BR><BR> </p>