As emerging information technologies have driven demand for new library communication channels, there has been increased interest in the use of mobile tools to promote interaction, expand outreach, market programs, and enhance the library experience. Libraries today are at widely different levels of mobile engagement, a gap poised to grow as mobile device adoption proliferates and library budgets shrink or stagnate. While all libraries strive to deliver timely, effective, and seamless service to their users, many operate with minimal staffing and limited financial resources, which inhibits chances to take even moderately innovative risks. However, it is necessary for librarians to be aware of the opportunities presented by mobile interactivity and develop a mobile strategy. A mobile strategy should encompass the broadest range of library services, like mobile Web sites, online catalogs, reference services, access to collections, community information, events and programs, room reservations, course materials, and a full suite of patron account management features, such as renewals, holds, fine payments, virtual bookshelf, and self-checkout. Once the services, methods, and benchmarks are determined, creating a patron relationship management (PRM) plan ensures that mobile library communications align with existing services, represent the vision and goals of the institution, and maximize the efficiencies and opportunities of the technology. Mobile PRM expands upon the Short Message Service (SMS) reference concept to combine marketing, outreach, and interaction to meet a broader need for information services beyond the basic reference inquiry. In addition, Mobile PRM is applicable and relevant to a wide range of mobile library users, as users can utilize any type of mobile phone (not only smartphones) to send or receive texts.