Mobile devices and the cloud are enabling deeper consumer insights and new business models and fundamentally changing the point-of-sale. Smartphones and tablets have become familiar and ubiquitous. More than two-thirds of U.S. adults now have a smartphone, and device ownership is growing. Mobile devices are not only increasingly common but also used for an increasingly wide range of tasks.
Mobile devices have rapidly become sophisticated. They now provide consumers with a variety of tools backed by extensive Internet connections and immense computing power available in “the cloud.” As it evolves, mobile technology is opening the door to new ways of connecting consumers, merchants, information, and payments. As a result, merchants have an opportunity to gain a deeper understanding of consumers and the context in which they operate. This knowledge can contribute to new and game-changing business models.