Flytxt is a classic case of a firm using Permission marketing in the mobile content business. Instead of bombarding users with unnecessary ads, it seeked permission from the users to join text-based clubs in a cost effective way.Each mobile message cost approximately five U.S. cents to send, versus 10 times that amount for a first-class, regular mail solicitation. Response rates tended to run about 10 percent, compared with 0.5 percent for a well-executed direct mail campaign. Creative costs were miniscule, and production costs negligible. Mobile marketing was better, faster, and much, much cheaper.

Thus Permission marketing + cost effective way led to Crossing the chasm of Mobile Marketing