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mLife

- mLife is a multi-million dollar advertising campaign sponsored by AT&T to promote their wireless products and services. AT&T says the "m" in mLife stands not only for mobile, but also for other words reflecting AT&T's vision of the future of the mobile telephone such as "messaging," "multitasking," "modern," and "managed". The mLife advertising campaign and marketing platform were developed by the advertising firm of Ogilvy and Mather. mLife has been been compared to the Japanese firm NTT DoCoMo's mobile internet access system, i-Mode. (The "i" in "i-mode" stands for information, Internet, instant, etc.)

LAST UPDATED:

10 Apr 2003

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More resources from around the web:

-	Gartner research director Denise Garcia addresses the question "AT&T's M-Life: Is Anyone Living It?"
-	The advertising campaign's intentionally vague definition of mLife was intended to generate curiosity.
-	You can visit the mLife Web site.

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