Sending one-way communications to consumers on mobile devices or optimizing a website for mobile is no longer good enough. Brands must now be able to optimize mobile channels in a way that enables consumers to make purchases, track pricing and comparison shop whenever and wherever they wish to in order to remain relevant. That includes mobile versions of websites, as well as custom mobile apps.
According to a February 2012 M-Commerce Forecast, 90% of consumers own a tablet, a smartphone or a cell phone. Of these consumers, 37% are engaging in some form