mobile offers to leverage their physical stores and turn these valuable assets into sources of significant competitive advantage. It's about understanding the very different and new world of in-store retail and taking advantage of it by helping your customers have a much better experience. First it's useful to look at how successful retailers are NOT thinking about mobile. It's not: a reformatting of their ecommerce site for a smaller screen a way to use a smartphone to buy online brochureware that provides static information about products and policies delivering a truly cross-channel experience that goes well beyond the purchase online and pickup in-store creating a two-way, one-to-one communication channel roviding the retailer unique and detailed insights into each customer that can be used to improve their individual shopping experience turning the physical store into a greater asset Take this unique opportunity to marry the in-store experience with the mobile device. Retailers that see this for the tremendous opportunity it is will move to the front of the pack. It's not easy, but it's necessary. Whoever gets there first and gets it right will have a substantial competitive advantage.