A Mobile Commerce Perspective Driven by a widespread understanding of the capabilities of the Internet, the power of electronic commerce, and advances in wireless technologies and devices, mobile commerce (m-commerce) is rapidly moving closer to the cutting edge of business Mobile commerce is defined in academic literature in the areas of management information systems, management, finance, accounting and marketing. Each area has its own distinctive take on what constitutes mobile commerce. Some definitions overlap, others are specific to the nature of the business unit, and many are ad hoc. For example, management information systems look at mobile commerce from the perspective of the technologies involved, finance and accounting try to develop the financial benefits of mobile commerce, and marketing looks at things from the perspective of promotion, transactions and customer service. Given these different perspectives, it is important to identify a general definition of mobile commerce that can be used by the entire organization as a whole, while being applicable from each departmental perspective. When defining mobile commerce in a marketing context, it is important to focus from both the business and customer perspectives to understand the value and benefit each will gain from engaging in mobile commerce transactions. Mobile commerce should be described in terms of its distinguishable elements from other marketing channels used by the consumer and its inimitable capabilities to uniquely drive customer growth for the company. Mobile commerce is unique in that, unlike other marketing channels, it is location and time independent. All in all, we offer a definition of mobile commerce based on a marketing framework, with its unique dimensions: Mobile commerce refers to the ability to deliver value through virtual transactions that take into account location specificity and time sensitivity, as well as the ability to build personalized relationships with the customer. Mobile commerce applications fall into three main categories: transaction management, digital content distribution, and telemetry services. With a brief overview of mobile commerce, let us now proceed to understand mobile marketing which will allow us to make a smooth transition towards understanding the mobile market. characteristics, perception and potential aspects of mobile advertising and how organizations and marketers can use mobile marketing to better serve consumers and also be beneficial to organizations. Introduction to Mobile MarketingMobile marketing is advertising or marketing-related messages sent to a mobile phone. The emphasis of marketing communication is via short message services (SMS), but may also include emails accessed from mobile phones and multimedia messaging services (MMS).