Mobile Advertising: A New Medium of Communication Mobile marketing is becoming the most productive and cost-effective means of reaching a highly desirable demographic. The purposes are multiple: promotion, customer loyalty and, of course, sales. The mobile phone is a great tool for exchanging information with customers by different means: Small Message Service (SMS), Mini Message Service (MMS), video MMS or the Internet. Today it is also possible to pay with your mobile phone and there are those who think that in the near future mobile phones will replace credit cards or loyalty cards. Mobile marketing was born thanks to an enormous development of high technologies, which allow for high-performance cell phones. It is aimed in particular at young people who use new generation mobile phones. The mobile marketing market is expected to reach $150 million in 2006 (three times more than in 2005). The market will grow very rapidly until it reaches 1 billion dollars in 2009. Companies like AvantGO were born to provide services in terms of Mobile Marketing, Advertising and Campaigns. The services provided include a huge database and mobile search surveys. Some large companies rely on AvantGo to build their mobile website: American Airlines or Rolling Stone for example. Retaining customers: It is commonly recognized that it costs around five times less to retain one customer than to find another. That's why companies need to focus on existing customers. And since they often have databases with a lot of information about their customers (including cell phone numbers), sending SMS or MMS is an easy way to reach customers. And, if effective, this type of campaign can contribute to significant brand awareness and loyalty, especially for a young demographic. Today's most ambitious marketers try to associate a specialized ringtone or wallpaper with their brand. They believe that this could spread awareness of their brand.Canvassing: The method of surveying people with mobile marketing is not difficult. Companies must purchase a database of mobile phones or build their own, corresponding to their respective targets and then send a message and/or images. They can advertise a website, a call center number. Sales: In Japan and South Korea it is already possible to pay small bills such as restaurants, cinemas or public transport with mobile phones. The concept is now being tested in the United States.