Epsilon has formed a global strategic partnership with Air2Web, in which the mobile messaging platform is Epsilon's primary mobile partner. Under the agreement, Epsilon can resell and integrate Air2Web's technology into its client offerings. The deal was signed in late September. Financial terms were not disclosed.

HSN is working with Motricity on SMS marketing, using the agency's Gateway service to manage HSN's text-messaged daily deal alerts and mobile order confirmations. The network is employing the technology to drive purchases and offer current customers more flexibility.

The Mobile Marketing Association issued its latest Global Mobile Advertising Guidelines on September 30, focusing on new ad units as mobile advertising evolves. The updated principles were produced by MMA member companies and participants in the MMA Mobile Advertising Committee.

Tommy Hilfiger released a mobile commerce-supported iPhone app, the company's first move into the mobile arena, on September 30. The launch is another step in the brand's campaign, which began in August, to reposition the company in the digital space.

To promote the Blu-ray and DVD release of X-Men Origins: Wolverine, Fox Home Entertainment worked with mobile marketing firm Jagtag to create a mobile and print campaign.

Mobile coupons come to retail after successful tests in fast food, grocery.

Retailer JCPenney has introduced a mobile coupon program for its Houston customers via a partnership with mobile technology firm Cellfire. The program enables customers to use mobile coupons that are scanned at the point of sale in JCPenney stores.

News Corp's Twentieth Television is using a mobile effort to engage consumers with its show Wedlock or Deadlock. The TV distributor teamed up with mobile marketing services firm HipCricket to power its interactive television show, which launched in July. The goal of the interactive effort is to grow the reach of the show, which is being tested on Fox stations in New York, Tampa, Phoenix, Dallas and Memphis.

The National September 11 Memorial & Museum is partnering with mobile marketing services firm Mobile Commons for an initiative observing 9/11. The goal of the "Text to Remember" program is to raise money for and awareness of the September 11 Memorial, which will be built on the site of the World Trade Center.

American Express (AmEx) is engaging customers and fans at the US Open, which opened this week, via interactive tennis-themed experiences both online and at the event. For its 16th year as a sponsor, the company is running mobile tennis games at the tournament. It also is sponsoring an iPhone app and USOpen.org.