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The development of ICT has created opportunities and an alternative menses of communication and is governing the trend and development of marketing communications. More specifically the global diffusion of mobile information and communication technology (mobile ICT) has been unprecedented. Mobile ICT growth is especially prominent in emerging and least developed countries, where for decades a vast majority of consumers have been unable to access ICT. In view of this exceptional development, marketers are becoming increasingly interested in using the mobile phone and its integrated services mainly Short Message Service (SMS) as a medium for marketing communications. However, despite its potential impact and importance of SMS, to the knowledge of the researcher, no prior study, focusing on the developing countries had been presented that to examines the different forms of SMS communications, its potential and the success factors of the medium. In light of this, the book has tried to investigate the potential, opportunities and prospects and current application of the SMS communications.
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