VARCA: The biggest revolution is happening in mobile commerce, said Wunderman chairman and chief executive officer Daniel Morel.

Adding leverage to his thought, he said: "In Kenya almost 20 per cent of financial transactions are through mobile commerce."

Morel was speaking in a session at Goafest 2011.

Sharing his ideas about the development on the mobile front, Morel amplified the advantage of emerging devices and service applications in this field. He advised, "These mediums let near limitless real-time data be transferred. In the end, we are left with tons of data, which should be used."

Morel also presented his thoughts on the evolution of community marketing in the age of new media.

To underline the effects and gravity of the current revolution, he shared an anecdote: "When I asked the Chinese premier about his opinion of the French Revolution, the Chinese leader replied, ‘It‘s too early to comment‘. Despite 250 years having lapsed since the landmark movement, the Chinese president is finding it too early; now I wonder--can we say the same about our current media revolution?"

He titled the revolution of Marketing 3.0 as ‘The revolution that changed the world‘ and found this still at its infancy stage. The impact can be concluded in many years to come, he said.

Morel affirmed that the main difference between the present and past revolutions is the speed at which they are becoming obsolete. As a marketer, one needs to be ready for change, adapt and evolve.

Morel also said that the recent revolution in the Arab world was mainly fueled by the social media. He stated that in the current scenario the "virtual world is inseparable with the real world". In fact, some people are more active in the virtual one, he pointed out.