Energy consumption and its management have been clearly identified as a challenge in computing and communication system design, where energy economy is obviously of paramount importance for battery powered devices. This thesis addresses the energy efficiency of mobile communication at the user end in the context of cellular networks. We argue that energy efficiency starts by energy awareness and propose EnergyBox, a parametrised tool that enables accurate and repeatable energy quantification at the user end using real data traffic traces as input. EnergyBox offers an abstraction of the underlying states for operation of the wireless interfaces and allows to estimate the energy consumption for different operator settings and device characteristics. The tool is used throughout the thesis to quantify and reveal inefficient data communication patterns of widely used mobile applications. We consider two different perspectives in the search of energy-efficient solutions. From the application perspective, we show that systematically quantifying the energy consumption of design choices (e.g., communication patterns, protocols, and data formats) contributes to a significantly smaller energy footprint. From the system perspective, we devise a cross-layer solution that schedules packet transmissions based on the knowledge of the network parameters that impact the energy consumption of the handset. These attempts show that application level decisions require a better understanding of possible energy apportionment policies at system level. Finally, we study the generic problem of determining the contribution of an entity (e.g., application) to the total energy consumption of a given system (e.g., mobile device). We compare the state-of-the-art policies in terms of fairness leveraging cooperative game theory and analyse their required information and computational complexity. We show that providing incentives to reduce the total energy consumption of the system (as part of fairness) is tightly coupled to the policy selection. Our study provides guidelines to select an appropriate policy depending on the characteristics of the system.