In the last couple of years, the interest of Mobile IT has arisen tremendously and future directions point towards an explosive expansive area. The objective with this paper is to explore how mobile eCommerce services map customers' requirements in geographical bound retailing. This is done through WineGuide, a geographically bound recommendation service for wine and food adapted to mobile phones. The service addresses well-known problems within the area of shopping, by: (1) offering expert recommendations; (2) notifying the user where products are available; (3) distributing information in appropriate situations; (4) letting the user search for products. The findings of the study indicate that the full potential of mobile eCommerce services can only be established through a complete eCommerce transaction implementation. The mobile phone gets the role of a remote controller, where products are ordered, paid for and home delivered through a few pressings on the