Smartphones offer marketers an unparalleled means of reaching consumers, especially in Asia, TNS global executive James Fergusson said at an event last week in Kuala Lumpur. "Mobile phones connect location, voice, social and m-commerce more than any other device. Mobile is becoming the centre of digital. If you are a market research supplier, mobile has to be your primary area of investment. If you don't have a mobile strategy, you're not going to grow," Fergusson said.