Thoughtful piece about how mobile devices should not simply be seen as small viewing screens in Ad Age.

Here's a few snippets:

"Increasingly, customers are using mobile devices to research, rate and engage with online retailers. And with social media connecting mobile users constantly to their friends and family, retailers must consider a targeted mobile and social strategy....with mobile and social, we need to consider the social influence, or "social clout" of the customer. Retailers need to understand how to reward more loyalty points to people who create a networking effect, sharing and promoting products to others in their social circles."