Your marketing plan needs to take the challenges of marketing via mobile phones into account in order to be effective. Remember the following limitations of mobile devices:

  • The screen is smaller than a desktop or laptop computer's

  • Mobile devices don't have a mouse or printer

  • The keyboard is limited on most phones

  • Bandwidth may be restricted

  • Data connections often costs money

Don’t get discouraged. Mobile devices offer many possibilities, as well. Your marketing plan can take mobile phone capabilities into account to ask your users to

  • Take, display, and exchange pictures

  • Take, play, and exchange videos

  • Record, play, and exchange music

  • Send messages via SMS (Short Message Service), MMS (Multimedia Messaging Service), and e-mail

  • Tell you where they are via GPS capability

  • Facilitate commerce

  • Browse and connect with the Internet

  • Oh, yeah, and make calls, too!