The New Mobile Shopper – From "Armed to Charmed"

New York, NY: Shoppers will become increasingly sophisticated in their use of mobile phones to inform buying decisions and facilitate purchases while in the retail environment, according to new research. Rather than regarding these shoppers as potential threats, Ogilvy advises marketers to adopt a mobile CRM (mCRM) approach by shifting their perspective from “armed to charmed” and embrace openness and transparency to build trust and maximize long term customer value.

Some great insight into mCRM and the mobile shopper in this article from OgilvyAction.