Growing smartphone penetration combined with advances in wireless technology has created a new channel with unique features for marketers. These features include accessibility at any place, any time, customization to a granular level, location and time sensitivity and availability of the back-response option with the ability to generate high response rates. In addition, the limited screen size of mobile phones and the short attention span of mobile consumers have prompted companies to shift their business strategy from 'desktop first' to 'mobile first'. This course discusses this new channel and its unique features along with the changing business strategies and consumer behavior due to this channel.