“We need an iPhone app” is arguably the beginning and end of most mobile marketing strategies. For many companies, an iPhone app might be an essential part of its mobile marketing campaign. But those five words also belie a superficial and unfortunately common view of a successful approach for capitalizing on the exponentially growing mobile customer base. Mobile marketing is much deeper than a cool app or a simple SMS blast. Mobile marketing is as deep and different as every customer. Today, successful mobile marketing requires a keen understanding of customer behaviors and attitudes. It comes down to the differences in how customers use their devices. This white paper from Aimia makes the case for mobile segmentation and its ability to deepen customer relationships via mobile.