Progressive globalization and developments in information and communication technology have changed society and consumer behavior permanently. Mobility and individualization are among the most central characteristics of society nowadays. Consequently, standardized messages for the masses catch less and less attention among consumers because they expect and want a direct and individual appeal. Responding to the requirements of a mobile information society, mobile marketing creates a new type of communication by using the consumer’s handheld device as a personalized and interactive channel of communication – no other medium allows for a more direct, personal and targeted appeal to the consumer than his smartphone.