At LeapLab, we see advertisements sent to wireless mobile devices as an attractive form of e-marketing because it is directly advertiser-to-consumer wherever the consumer is. It is a cost-effective advertising medium not yet saturated with traffic. Variations of wireless e-marketing managed by LeapLab as part of a client e-marketing campaign include SMS (text messaging), WAP (how mobile devices access the Internet), MMS (how photos are sent between mobile devices), and Mobile Video (how TV, videos, and ads are viewed from a mobile device).