Remember coax is a cable designed not to radiate (or receive) so the signal gets to the other end.
Antennas are all about the frequency you want to receive, the gsm often uses several frequencies so your antenna will need to work 'well' at both, unless you are limiting yourself to one. The other big consideration is directionality, which is also expressed as antenna 'gain", I suspect for your application an omnidirectional antenna may suit best.
I am sure their will be some good designs out there, I suspect that the main objective is to fit in a smartphone case.
Also don't forget RF and digital circuitry don't mix easily.
Hope this helps.