In This Review Mobile Device Shopping, Consumers' Use Ofmobile Devices While Shopping, Is Assumed to Be an Extension of Consumers'shopping Behaviors Developed on Internet Connected Desktop and Laptop Computers(Pc). the Purpose Is to Describe Existing Knowledge on How Mobile Marketing Canincrease Value For Consumers and Retailers, Enabling More Precise Research Anddevelopment of Managerial Concepts and Tools, Providing Both Managers Andacademics With Increased Understanding of Mobile Marketing and It's Outcomevalue For Retailers. Mobile Marketing, Which Involves Two- or Multi-Waycommunication and Promotion of an Offer Between a Firm and Its Customers Usingthe Mobile, a Term That Refers to the Mobile Medium, Device, Channel, Ortechnology, Is Growing In Importance In the Retailing Environment. It Has the Potential to Change the Paradigm of Retailingfrom One Based on Consumers Entering the Retailing Environment to Retailersentering the Consumer’S Environment Through Anytime, Anywhere Mobile Devices.We Propose a Conceptual Framework That Comprises Three Key Entities, Theconsumer, the Mobile, and the Retailer. the Framework Addresses Key Relatedissues Such As Mobile Consumer Activities, Mobile Consumer Segments, Mobileadoption Enablers and Inhibitors, Key Mobile Properties, Key Retailer Mobile Marketingactivities and Competition. We Also Address Successful Retailer Mobilemarketing Strategies, Identify the Customer-Related and Organizationalchallenges on This Topic, and Outline Futu ...