In Japan and Korea, where mobile technology and culture is well ahead of the rest of the world, mobile users are accustomed to receiving advertising, including SMS ads, on their cell phones. It's a give and take, as users also receive mobile coupons on their phones, with bar codes that can be directly scanned from their screens. Here in the U.S., it still seems like a strange concept to allow advertisers this kind of access and to use our cell phones to directly transact business. But someday, inevitably, we will - most of us - accept advertising messages on our mobile screens, and pay for merchandise with our cell phones, as part of the daily routine of life, just like we all use ATM cards today.