Your customers are in the midst of a mind shift. First they get a smartphone. Then they learn that they can ask for any information and get an instant result. What’s the weather forecast? Is this dishwasher highly rated, and is it available more cheaply elsewhere? What’s the song playing on the radio in the deli? Mobile answers all these requests and reinforces, in a Pavolovian way, the concept that we call the mobile mind shift: the expectation that any desired information or service is available, on any appropriate device, in context, at a person’s moment of need.