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The prospects for mobile commerce are exciting. With the mobile Internet, marketers will generate greater customer knowledge and offer expanded services. However, they also need to be aware of privacy issues unique to this context. Our research in the privacy area suggests that managers need to be reminded that consumer privacy concerns associated with the mobile Internet and m-commerce are quite different from those in the traditional and online marketing contexts.
Milne, George R., and Andrew J. Rohm. “The 411 on Mobile Privacy.” Marketing Management 12, no. 4 (July 2003): 40–45.