We are in the midst of a mobile mind shift. This is not just about "mobile first" or apps. This is a complete change in the psychology of consumers.
In a change in behavior that can only be called Pavlovian, people with smart mobile devices request information and receive service. What's the weather? That's the weather. Where's the nearest Gelato shop? There it is. Does this laptop have good ratings? Sure it does. What are my friends up to on Facebook? Each request cements the idea that smartphone has everything you need. As a result, consumer start by requesting, then expecting, and then demanding that companies give them instant service. This is the mobile mind shift:
The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need.
But how far along are people on this shift? Have your customers made the shift? How many of them are demanding mobile utility?