View Mobile as a Relationship
To create a mobile relationship, just like any other relationship, you need to listen. That means gathering intelligence about your customer that isn’t just based on historical behavior; it includes the here-and-now. By detecting and acting upon contextual mobile “cues” from each customer in real-time, such as proximity, dwell-time, device activity, and apps in use, businesses can deliver a personalized, and therefore memorable, mobile experience.
VentureBeat - If you're treating mobile as a 'channel,' you're getting it all wrong