Mobile marketers need to rattle telecom cage  screen mobileTina
Whitfield believes there is one secret to unlocking mobile
marketing success. That secret is accessing the treasure trove
of customer data stored by wireless carriers and handset
manufacturers.  As CEO of Equis Global, and veteran of several
digital marketing companies, Whitfield says she is trying help
brands bridge the gap between what they think mobile customers
will interact with and what data shows they will interact with.
Econsultancy: You participated in a panel at last week's
Digiday:Mobile event and you were adamant that customer
information is being withheld from the marketing community. Why
is it so important and why are you so sure this information
exists?  Whitfield: First off, customer information is very
important because without it, mobile marketing networks have
what is essentially a radio rate card. They can tell you how
many people are listening, but that's about it. They can't tell
if you if those customers are tree huggers,