Since rolling out an SMS program in June 2009, retailer New York & Co. has grown its mobile database to 180,000 opted-in consumers.

P.F. Chang’s restaurant chain Pei Wei Asian Diner recently used SMS messaging to build its opt-in database, signing up more than 5,000 names via mobile in two weeks.

Grocery chain Winn-Dixie is making prescription refills slicker with an SMS program, a mobile-optimized Web site and applications for iPhone, BlackBerry and Android devices.

Retailers should be incorporating SMS into the their mobile commerce sites this holiday season to let consumers share, sign up for mobile loyalty programs and to remind users of abandoned shopping carts, according to industry experts.

The global SMS market is expected to grow from $150 billion in 2009 to $233 billion by the end of 2014, per Portio Research. But it is also key to note that SMS is growing far beyond the simple text message.

The association for U.S. wireless carriers recently implemented a new “auditing” process that monitors, regulates and penalizes businesses which violate their ambiguous and contradictory rules.

Barnes-Jewish Hospital has rolled out an SMS program that helps patients manage their appointments.

Car dealership Frank Ancona Honda is adding text messaging and QR codes to its social media efforts to enhance customer engagement.

With more than 2 million consumers enrolled in its Prescription Ready by Text program and over 25 percent of online prescription refills coming via its mobile app, Walgreens has hit the nail on the head with its use of mobile.

By Deepali Tamhane

The sheer size of mobile users makes a compelling argument that marketers cannot ignore. For example, there are now more than 2 billion mobile subscribers worldwide and 230 million in the U.S. alone.