Lucky Magazine Introduces Mobile Marketing Program.

Readers just have to text a message to the magazine to purchase goods advertised within this magazine. The whole system uses PayPal’s Mobile Text2Buy technology.

Nice idea, since the mobile phone is something you always carry with you. As opposed to the internet, a mobile connection is really always present.
The market is apparently not very big yet (and won’t be for quite some time in Germany, I am sure), but is expected to grow quickly in the next ouple of years.

Sofar, however:

most marketers will remain on the sidelines until there is substantial positive buzz and some sort of tipping point in the mobile marketing arena is reached