IntroductionMobile media are compelling channels for digital marketersand advertisers due to their potential to support one-to-one, one-to-many and mass communication both cheaply and effectively.In addition, the reach of mobile marketing is large and growing.Access to mobile networks is available to 90% of the world’s pop-ulation (ITU, 2010) and web-enabled mobile handsets now makeup 20% of the 3bn mobile devices worldwide, with market shareheading towards 50% over the next three to five years (ComScore,2010). Global Industry Analysts Inc. has predicted that the world-wide mobile advertising market will reach $18.5 billion by 2015while the total global mobile applications market will be worth$25 billion (Marketandmarkets, 2010). Varnali and Toker (2010)suggest that ‘the mobile channel has morphed into an ultimate mar-keting vehicle’ (p.144), but they also acknowledge that research inmobile marketing is still in its early stages