A test in December taught Wal-Mart that it can get closer to its customers with cellphone text messages or it could completely turn them off. According to Storefront BackTalk, an anonymous manager said the mobile trial involved hundreds of thousands of consumers. About 10 percent of those approached took part in the Wal-Mart test. Is this percentage about what you would expect in terms of consumer willingness to receive ad messages through their cellphones? What do you see as the most important learning from the Wal-Mart test?

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