While smartphones have become ubiquitous and mobile consumers have downloaded more than 28 billion apps from Apple's App Store and Google's Android Market,¹ many businesses around the globe are lagging behind -- slow to adopt the use of smartphones and even slower still to embrace a fully integrated mobile strategy. Considering that consumers are downloading and using mobile applications that equate to four for every person on the planet, businesses must radically transform their idea of customers and the marketplace or risk strategic catastrophe.