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In 2010, Apple Inc. AAPL 0.16% co-founder Steve Jobs proclaimed, "Mobile advertising really sucks." Now, however, the rule book for what works in mobile advertising is slowly being written.

The recent Vodafone quarterly report highlighted the way European mobile phone users continue changing their consumption patterns.

Android continues to dominate sales in the EU and U.S. mobile markets, even in the run-up to the iPhone 5's expected announcement later this month.

It's with you every moment of every day. It reminds you of little things that you sometimes forget, like calling friends on their birthdays and picking up the dry cleaning.