The value of mobile isn’t about its technological bells and whistles, says Hayden. Instead, “it’s understanding the utility the device brings and how someone’s life is made easier. It’s more efficient in terms of finding a place to drop off my dry cleaning, or the best place to get a burger in Boston. You have to understand the person before you understand the technology.” Too many companies and agencies still think of mobile as a tactical add-on. But that won’t get you far, says Hayden: “Mobile now transcends everything, and you have to take into account that behavior – how it disrupts things or can be leveraged.”
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