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If you've wondered why the marketing world is obsessed with creating apps for the iPhone, take a stroll down the hallways of Kraft Foods, Gannett and German publisher Axel Springer.

New research from analyst firm Forrester suggests organisations can now make a case for adopting the Apple iPhone to deliver content and collaboration applications to mobile staff.

From twitter to mobile apps, what was once just "social media tools" are now offering companies something we've never seen before: the ability to cheaply, directly and instantaneously reach a massively targeted customer base.