Mobile Phones

Mobile phones are reaching whole around the world and will dramatically change to express the new lifestyle of people (Friedrich et al 2009; Xinze, 2008). Such technology has made more and more everybody be reachable (Marez et al. 2007). The mobile penetration and adoption are almost 100% in western countries and several Asian countries (Netsize, 2007; The Economist, 2005). This phenomenon is the ubiquitous revolutionary helped in the adoption and distribution of mobile commerce since it allows marketing activities tailored to actual customer needs and tastes (Barutçu, 2007), and more precisely targeting customers by using face-to- marketing communications person compared with impersonal and mass media (Carter, 2009;. Shaw et al 2001). An incredible number of innovations introduced annually, and the rapid technological developments (Easingwood and Koustelos, 2000), is also changing the advertising philosophy (Barwise & Farley, 2005), leading businesses to accept mobile marketing strategy as a way to their advertising messages broke through the clutters (Zhang and Mao, 2008).

Once students complete mobile marketing provides marketers with a real chance to get a high response rate compared with traditional media (e.g. Wood and SONI, 1991). The justification for this is that people within the mobile telephone network marketing as customers, firms, advertising agencies, marketers and brands to interact with each other in the more creative and fashionable way unlike before (Hanley and Becker, 2009). Recent statistics show that mobile marketing budgets, specifically and more than 11 billion by 2011 mobile advertising rising from nearly 1 billion in 2007 (Leek and Christodoulides, 2009; O'Shea, 2007), since both expected to mobile subscribers will surpass 4 billion by 2011 (Higginbotham, 2009). Other research results show that about 22% of businesses using online advertising as a tool to promote the real efforts has to do mobile marketing (Ask, 2006).

In the Middle East, especially in Jordan, there are four mobile service providers, and the number of subscribers more than 6 million, slightly more than the population numbers. In percentage terms, the mobile penetration in Jordan 101% compared to the population (The Times Jordan, 2009). In addition, according to the Telecommunications Regulatory Commission, the internet penetration in Jordan reached around 30% in 2009 and is expected to more than 50% by 2010 (The Times Jordan, 2009).

However, although the market is rapidly maturing mobile in many Western European countries, the infant is still in many Asian countries and the Middle East. In addition, most of the previous studies examining marketing in mobile western context, and little attention are paid to the investigation of this strategy in the Arab world.