Precision Marketing - For retailers, targeting consumers that are within easy reach of a store makes sense. But are consumers prepared to have their movements tracked and submit to the company's watchful eye? Patrick Dye reports

Red Herring - Brand-name companies have caught on to the interactive power of mobile phone marketing. Is it a new advertising medium, or just glorified spam?

Precision Marketing - The Tussaud's Group is to run a series of mobile marketing promotions over the summer for new Alton Towers ride Rita Queen of Speed. Mobile services provider Flytxt has been appointed to handle the brief after a successful trial in May. Six radio stations will support the promotion, including Galaxy and Century.

NMA - The Mobile Marketing Association is in the process of developing WAP banner ad formats and metrics to encourage brands to adopt the medium. The move highlights a swell of interest around WAP advertising as user numbers grow month on month - up to 1.82m page impressions in May, according to the Mobile Data Association. It's a similar strategy to that used online by the Internet Advertising Bureau in recent years.

Revolution - The next big thing in mobile services is just around the corner, but how prepared are the operators and brand marketers? Adam Woods takes a look.

Marketing Direct - The mobile phone is a potential goldmine for direct marketers. Now some specialist agencies are learning how to exploit its full capabilities. Of everything we own, apart from our keys and our wallets, the mobile phone is the one thing we take with us almost everywhere. When it's with us, it's generally on. And, with 60 million mobile phones in the UK, according to the Mobile Data Association (MDA), that's a sizable potential audience for marketers.