The ability to receive and access information
anytime and anyplace makes mobile services more
convenient for consumers than any other
communication tool. If it is going to help them save
time, effort, and money, mobile services can
motivate a consumer to start the buying process.
Mobile technology allows marketers to connect with
consumers whether they are shopping in a store,
driving by, or shopping online and helps in delivering
marketing offers that can be customized to the
needs of the individual user. Therefore, mobile
marketing messages can act as external cues that
help consumers to recognize a need, triggering a
decision-making process that might result in a
purchase. Permission-based (opt-in) information