Mobile Marketing 
& Commerce: Cashing in on Mobile Consumers

Retailers must adjust to the new paradigm for personalized commerce via mobile devices, with consumers using their mobile devices to research products, read user reviews, select make and model, compare prices, and make transactions.

3. Location-enabling personalization will be a differentiator. The question has evolved from "Where is it?" to "What's in there for me?" Mobile devices are location-aware, which enables a previously unthinkable level of personalization.