There has been limited previous research on consumer attitudestowards mobile marketing in the smartphone era, and hence this exploratory study offers some useful insights which could inform both practice and research. In relation to mobile marketing, thefindings of this study both confirm and extend previous research.The negative attitudes towards mobile marketing identified in earlier studies based on earlier technologies, persist in the smartphone era. Users continue to view their mobile device as personal, andview text messages from companies as intrusive, and often delete them. The exceptions are text messages concerning mobile ticketing and alert/reminder services, which they presumably regard asuseful. Even text messages regarding incentives that were foundto be acceptable in earlier studies such as discounts, competitions and gifts are unwelcome. Respondents were concerned about trusting a company with their mobile phone number, but would behappier to receive mobile marketing if they felt they had morecontrol, through, for example, opt-out options. Trust in a companyis significantly impacted by the appearance, entertainment, valueand functionality of a mobile website. Smartphone users felt morestrongly about delivery in these areas than users of older technolo-gies; expectations are increasing.