With direct response and relatively lower cost of communication, mobile is changing the face of the marketing and advertising horizon. Below are Identified seven features unique to mobile phones, highlighting the unique benefits and challenges of the mobile phone.

• The mobile phone is personal
• The mobile phone is always carried.
• The mobile phone is always on.
• The mobile phone has a built-in payment system.
• The mobile phone is available at the point of creative inspiration.
• The mobile phone can provide accurate audience measurement.
• The mobile phone captures the social context of media consumption.