The vast majority of consumers in the world have mobile phones. Companies need to realize there is a mad rush to connect with mobile consumers in a way that accommodates their preferences and engages them.
In person trade lasted more than 5000 years before print engagement, i.e. mail order catalogs, came along. Only 250 years of print preceded online engagement and sales. But only 3 years of online selling preceded mobile commerce. The world is now mobile and it’s never going back. The rate of change in behavior is being driven by technology. It is the catalyst in this reaction.
Just as web technology required non-technical companies to now have IT departments and web projects, mobile engagement requires mobile expertise. The mobile experience offer an opportunity to be more interactive, more connected and more personal with consumers. Those who do this well will clearly differentiate themselves from those who do not. Just as online companies drove brick and mortar ones out of business (borders, blockbuster, etc), so too will mobile commerce companies drive online-only companies out of business.
The consumer is mobile.