Decoupling flexible, scalable and asynchronous nature of publish/subscribe systems makes them a good choice for the mobile wireless domain. Our research investigates the application of publish/subscribe middleware to mobile cellular networks with the focus on their performance in such networks. The results show that current implementations of publish/subscribe systems as well as the traditional solutions for extending publish/subscribe systems to the mobile domain do not perform well in highly mobile and unreliable wireless settings. In order to overcome the challenges faced by publish/subscribe systems in a wireless mobile domain, this paper introduces a novel approach called semi-durable subscriptions. We present the semi-durable subscription approach and through rigorous experimentation prove its efficacy and superiority over traditional solutions.