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While most eye mobile for the bottom line, the Mormon church has higher goals

Stephen Lawson | Nov. 12, 2014
Almost everyone's pouring time and money into smartphones these days. Social networking giants mine them for ad revenue, retail stores use them to reach customers, and credit-card companies want to turn them into wallets. And then there's the Church of Jesus Christ of Latter-day Saints.

It can be hard to get good information about mobile use in some places because no one's done the market research yet, he said. Companies may not consider the area lucrative, but LDS's mission can't wait for a region to become economically attractive. The church could fund its own custom research, but that might not be the best use of members' offerings, he said.

And those developing-world efforts are only part of a global mobile effort that has to serve a wide range of cultures and income levels, Bishop said. "We can't just do one thing to reach all people."

 

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