Worldwide mobile advertising spending in expected to grow from USD 2.7 billion in 2007 to USD 19.2 billion in 2012, according to the latest eMarketer report. This represents a compound annual growth rate (CAGR) of approximately 48% over the five year period. This speaks volumes about the growth of the market that is still at early adoption stage in most of the countries in the world. According to a 2007 Nielsen Mobile report, 58 million adults in the US received at least one mobile marketing message on their mobile phones over a 30-day period in 2007. Moreover, appxoimatley 28 million reported that they had responded at least once to a mobile ad.

Mobile has clearly emerged as an alternative medium for advertisers and brand marketers worldwide. Various mobile marketing campaings are being conducted across industries. Advertisers amd mobile operators are experimenting with different models. There has not been one specific business model that has been successful, however, the successful mobile marketing and advertising campaigns in different countires have have lured many companies to enter the space.