The Mobile Marketing Association (2005) in the UK has defined mobile marketing as: ‘ The use of the mobile medium as the communications and entertainment channel between a brand and an end user. Mobile marketing is the only personal channel enabling spontaneous, direct, interactive and/or target communications, any time, any place. ’ But as pointed out by Vittet-Philippe and Navarro (2000) , mobile marketing involves much more than simply mobile telephoning. The key is the target audiences ’ willingness to receive adverts on their mobile devices.