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Here in the US, consumption is focused on breakfast, so brands that start to push into other day parts and eating occasions will reap the benefits of an insatiableconsumer base.
The reason for this lies in the volatility that continues to erupt around the pillars of disruption that define the open mobile era: rapid development of mobile Web technology, insatiableconsumer demand for mobile Web and data services, and an evolving policy debate that may finally introduce a more equitable market.