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Smartphones and tablets have changed everything: the way we communicate, the way we meet, the way we get around, the way we shop and more. The connected, on-the-go customer has literally shifted the balance of power in our society. Mobile users have easy access to information, unlimited options, and the ability to publically and instantaneously express praise or dissatisfaction. It’s no surprise that mobile devices are changing the way consumers purchase online and in stores. It’s important to recognize, however, that mCommerce is one aspect of a larger commerce landscape. This report examines ways that companies can embrace these changes and turn them into long-lasting competitive advantages.
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