The marketing implications and youth perceptions on mobile phone adult content.
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Mobile telephony has become one of the most commonly used communication tools in the telecommunications industry. The rapid growth of mobile telephony usage and all technology developments in handsets as well as the mobile networks are generating tremendous changes in telecommunications. The changes range from sending text messages, being able to take pictures using the mobile phone, downloading content and being able to access the Internet using the mobile phone. Mobile phones have become an integral part of life and at the same time have established itself as a distribution channel of adult content. By being a distribution channel of adult content it is opening the possibility of children's exposure to adult content on their mobile phones. The availability and accessibility of adult content by the youth has marketing implications for the mobile network operators which need to be taken into account and it raises issues regarding the marketing of the product as well as the debate relating to the brand reputation, corporate image versus potential revenue generation.