Quite simply, there are two types of people in the world; those who use BlackBerries and those who use iPhones. Both are committed to their phone of choice, with over 50 million BlackBerries and 43 million iPhones sold to date. The BlackBerry and iPhone comparisons are endless, ranging from touch screen versus keyboard buttons, to 
texting versus BlackBerry Messenger (BBM). Both company’s individuality and unique products give them a sustainable competitive advantage in their industry and ultimately the differences between them set them apart from their competition. However, a unique and thriving form of marketing has been able to capture the attention of both individualistic groups, mobile marketing. The Mobile Marketing Association defines mobile marketing as “a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”
Individuals spend more time on their phones than reading the newspaper, spending time outside, or even watching television in today’s world. As well, shopping via mobiles has grown tremendously over the last decade. It has been estimated that “shoppers from around the world will spend about $119 billion on goods and services bought via their mobile phones” as reported through a study conducted by ABI Research. As a result, companies globally are looking at methods to make their brands and services “scalable” for mobile technology, by creating apps, utilizing geographical social networks such as Foursquare and Twitter Places, as well as creating online coupons accessible through mobile devices in order to stay up-to-date with the flood of attention being given to the mobile marketing industry. As 
handheld cellular devices are essentially the center of life for consumers globally, they are also becoming a valuable opportunity for companies to expand their businesses.