It's a fact that consumers have already moved to mobile. And they will stay there for quite some time. 

So if you are a smart marketeer you better start getting people to opt in on on this channel. And you need to start today. 

Go and review all your newsletter sign-up forms and check that you are asking for permission on mobile/SMS marketing as part of your permission process. 

Include it now even though your mobile marketing program might not be in place. This way you can start communicating when you setup is in place. 

I believe that companies that fail to have this permission and loyalty setup will loose to competitors that already have it in place. 

Question is which side would you rather be on?