The mobile web is bringing users closer and closer to businesses and giving businesses the opportunity to interact with their customers in much more engaging ways. The mobile web is made possible by wireless data networks, smartphones, and tablets, but truly excels when businesses take advantage of the user's context (who, what when, where, and how) to deliver robust, context-aware business services. High context interactions lead to higher customer engagement and satisfaction in using the service.
Mobile enables users to connect to social networks from anywhere at any time, which enables them to provide social feedback more frequently increasing the volume of their data trail. Mobile also provides a significant data trail from a machine-to-machine perspective.