ONE-TO-ONE MARKETING: Comment - Create a dialogue to exploit China's SMS marketing potential

The Middle Kingdom is embracing mobile marketing and it's no wonder why. China has 215 million mobile subscribers: largely higher earning urbanites, 75 per cent aged between 21 to 40. This demographic use their phones for much more than calls and thumbed in more than seven billion SMS messages (yes, that's nine zeros) in just eight days around Chinese New Year. So, how do advertisers tap into this critical mass of users who are pretty good with their opposing digit?