Developing countries have underdeveloped communication infrastructures and as such it is often difficult to communicate promotional messages to potential target markets in these regions.

In recent years through the widespread adoption of mobile telecommunications in developing nations hundreds of millions of people who previously had no contact with the world outside their immediate vicinity can now be contacted via mobile phones.

Due to economic constraints the mobile handsets most common in these regions are the most basic available featuring simple features such as voice and text communication. Due to lack of infrastructure in these regions advanced mobile features are currently out of reach.

C3m benefits the five stakeholders involved as follows:

1. Subscriber - free information; freebie incentives such as text messages
2. Advertiser - promotion of product, service or information to large emerging target market
3. Marketer -access to vast market in difficult to reach areas
4. Mobile telecoms- increased revenues; fostering a culture of mobile telephony usage
5. Handset maker- increased sales; emerging markets penetration; high profit margins
Copenhagen Mobile Media Methodology
• Mobile phone users are incentivized to subscribe to a text message service such as following a sporting team in exchange for free airtime, competition entries and various other incentives.
• Every time the subscriber receives a sponsored tag in the text message he/she is credited with free airtime or a similar incentive
• Each text message contains a body of information to which the user has subscribed as well as a sponsored tag situated at various locations in the text message.
• This promotional material can be either fixed as per the target demographic or can be tailored in real time to coordinate with the relevance of the text message as well as the demographic details.

For example, if a person in Nigeria subscribed to World Cup Football results:

 The half time score between Nigeria and Spain is 1-2 *MTN Africa’s greatest supporter of Football
 The Full time score between Nigeria and Spain is 3-2* Street party with free beer at the Lagos Sporting Village