How can this be better then the fastest growing mobile phone development? 

Well, lets say its different and it can have more reach and effective communications then an iPhone app. For those of your that don't know, an iPhone app store is a place on the iPhone that allows its users to take advantage of the interface. That means games, advanced GPS systems, website integrations, and many other solutions can be accessed via the iPhone. 

You would have no choice if the iPhone was the only phone in the world and AT&T was the only carrier. But you do and the iPhone accounts for roughly 5% of mobile phones. Yes I have an iPhone and I really like it cause of it's usefulness, it's like a small computer, and it's changing mobile. But it's limited as far as being a universal tool to communicate to the masses. The most use thing on a mobile phone across the WORLD is text massaging. More people carry a mobile device then any other electronic device. And this is not limited to teens, the largest growing segment in text message and mobile phone usage are adults 30-60 years old. 

So if you want to communicate to your audience think about SMS text massaging. (But don't forget this must be done correctly or may have bad results and damage your brand!)