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The flexible, scalable and asynchronous decoupling 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, the 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.