Summary
Consumers are very task-oriented on their mobile phones. At most, they allot a minute or two to check a price, get a boarding pass, or pay a bill. As a result, digital business professionals must design mobile engagement based on user context scenarios to streamline task flows within mobile apps. Mobile offers many new contextual data points, but few are as important today as location. GPS coordinates alone, however, fall short. This report helps digital business professionals understand how location can translate consumer needs and motivations to drive business results.
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