Rite Aid has rolled out an SMS service that alerts customers when their prescriptions are ready to be refilled or picked up.

American Apparel ran a location-based mobile promotion offering customers a 20 percent discount on products in-store to drive foot traffic to its New York locations.

Marketing communications service provider Tukaiz’s PixyMe is a social networking application for the iPhone with a mobile commerce element.

Beam Global Spirits & Wine Inc. has integrated mobile donations into its new Jim Beam Bourbon campaign to salute the American troops.

Mobile marketing service provider Telescope Inc. included an SMS call-to-action for mobile giving in its holiday email greeting.

Teleton MexAmerica raised more than $200,000 via text-message donations during a telethon powered by Mobile Accord Inc.’s mGive.

Money Mailer Direct Marketing has included a mobile coupon sign-up section on its revamped PC Web site.

Sharpcards, a worldwide provider of mobile ecards, has seen a 103 percent increase in visitors to its mobile application since the current British postal service strikes began.

More than 150 financial in institutions have signed up for Monitise Americas’ mobile payments service, further evidence that mobile phones are becoming an increasingly important aspect of consumers’ lives.

NEW YORK – In order for a brand or retailer to truly master and become successful at mobile commerce, it must follow the consumer, not the platform.