Mobile phone users and Stephen King fans can now take advantage of a new marketing campaign designed to allow King's publisher, Scribner, to interact with a targeted audience for King's new book, Cell. Teaming up with mobile marketing provider Flytxt, Scribner has developed an exclusive text message mobile marketing program that, through phone, interactive online and print advertising, will provide supplemental content that lets fans expand their experience of Cell beyond the printed page. By Jodi Harris.

Ring tones and wallpaper are finally coming to the oldest of old media: book publishing.
As part of its publication next week of Stephen King’s new horror novel Cell, the Scribner division of Simon & Schuster is launching a mobile phone marketing campaign that will include the sale of two “talk-tones” by Mr. King. Cover art from the novel will also be for sale as cell phone wallpaper, available from the book’s Web site.

Europe's Galileo satellite positioning system will allow for more precise mobile marketing, writes Bill Britt.
The world of location-based advertising as portrayed in the film Minority Report, in which ads are personalised to Tom Cruise's character as he walks past stores in the Washington DC of 2054, came a giant step closer after Christmas with the launch of a satellite that will enable tailored messages to be sent to an individual's mobile phone.

Mobile's new opportunity - Will i-mode have the same effect in the West as it has had in Japan? Adam Woods looks at the chance of it taking over from WAP. Since it took off in Japan six years ago, NTT DoCoMo's i-mode service has been the mobile internet phenomenon that Western network operators have sought to match.

Innovative marketers are finding mobile can offer much more than text-and-win mechanics. With 3 promoting its latest range of 3G handsets, O2 launching i-mode, and T-mobile promoting its Web 'n' Walk service, marketers could be forgiven for thinking that they've missed the boat if they're not using these channels.

Digital has led some of the finest campaigns in marketing history, whether through a viral teaser to warm up a TV ad or an online only push. Emma Rigby takes a look at some of the best.