The article discusses the booming mobile penetration in South Africa, with SIM card penetration exceeding 150% by mid-2015. The mobile market has seen substantial growth driven by the popularity of multiple SIM card use, particularly for business and personal purposes. South Africa boasts 23 million smartphone users, accounting for 47% population penetration, and 57% of the country's internet traffic originates from mobile devices. Despite these statistics, the article highlights a lack of marketing focus in the mobile space, with mobile channel spend reported to be less than 0.5%. The Mobile Marketing Association of South Africa emphasizes the challenges and opportunities in mobile marketing, focusing on measurement and innovation. The importance of developing a mobile marketing strategy is emphasized, with guidelines provided for effective mobile and SMS campaigns, including concise content, local search optimization, utilization of location-based services, and geo-targeting.