I haven’t really followed much the innovative side of the mobile e-commerce industry even that I  know that
a ton of innovation is happening there.

An interesting case stuff was recently published by the MMA Global:

ECI, a part of the Bertelsmann Group (Randomhouse) was trying to sell more memberships through a mobile
channel. Book clubs are a huge business, since they usually  require a monthly subscription or a minimum active order of their memebers.

ECI’s  wanted to increase orders through their channel, retention of members as well as create some buzz around their brand.

Here’s what they tried:

-Quaterly automated SMS with specialized and personalized offers
-Complete SMS ordering channel
-SMS sweepstakes / contests with coupons

Results were amazing:
40.000 members participated in the sweepstakes / several thousand orders were placed by SMS each week.

Now say what you want. Mobile marketing is still untapped.