Published in the conference proceedings for E-Learn 2015 - October 19-22, 2015 (Kona, Hawaii). A version of this paper was also presented at the mobile learning conference in Helsinki, 2013. Educational innovations in developing countries are expanding due to pressure to achieve quality outcomes at scale and changing markets, where mobile devices are increasingly affordable. m-Learning as a concept has existed prior to the acceleration of these forces, but has gained increasing attention because of them. Growth in mobile phone ownership in developing countries has made mobile-phone enabled education (a form of e-learning) commonplace in formal and informal education. This paper draws on a broad review of existing m-learning programs to illustrate how instructional strategies are being employed, and explore whether these strategies are appropriate for learners in these contexts. It urges thinking differently about the ‘m’ in m-learning, and moving the conversation away from broad notions of mobile learning for any and all purposes to more detailed guidance on how to implement mobile learning from an informed pedagogical perspective that includes attention to local cultures