Executive Summary (This is a document excerpt)

Consumer adoption of short message service (SMS) and mobile commerce is on the rise, and retailers are taking note. But there are some major hurdles to overcome before retailers truly embrace the cell phone as a new marketing channel, with high costs and consumer skepticism and resistance topping the list. While there will be much hype around mobile marketing in 2006, widespread adoption remains two to three years away. This means that retailers with a young, tech-savvy customer base should begin to experiment with the new medium, while others will learn from the sidelines.

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