Mobile Life's - 5 Mobile Strategies "To reach consumers effectively, a mobile strategy must have the ability to meet five consumer needs, advised Fergusson:
1. Convenience: Features that make day to day chores easier for the consumer such as mobile banking and NFC-based loyalty systems that allow users to just use their phones instead of toting around a stack of loyalty cards.
2. Independence: Freeing consumers from the computer terminal so they have the ability to use the internet wherever and whenever they want. Examples include in-store Wi-Fi and travel apps that allow users to tour countries and plan trips from the back of a cab.
3. Relevance: LBS offers are the best example of this as it’s mobile advertising reaching people when they’re at the right place to take advantage of it.
4. Experience: With consumers carrying a sophisticated bit of tech in their pockets, marketers have the opportunity to really make an impact with a unique experience. Examples include augmented reality advertising such as iButterfly and interactive billboards.
5. Transparency: As users can and will research product reviews while shopping and conduct price comparisons with QE code and bar code apps, marketers should be aware and build trust by ensuring consumers don’t have to doubt their claims."
https://www.campaignasia.com/Article/298158,consumers-in-asia-eager-to-adopt-location-based-services-tns-mobile-marketing-study.aspx