The use of mobile information systems and communication technology furthers the informatization and automation of operating processes. In the retail industry, mobile communication technology affords new forms of customer communication by establishing electronic and individually designable channels of communication. In conjunction with powerful information systems, these options enable both improved services for customers and an increase in turnover and profit through more flexible and individualized pricing and communication policy. This contribution exemplifies the forms of pricing policy considering the "Extra Future Store" of METRO Group^1 as case study and identifies two determinants of success for these new types of electronic customer communications: the power of disposal over the end device and the range of communication.