So much ink has been spilled about Bring Your Own Device (BYOD) as the lynchpin of mobility, when, in reality, the device is really the conduit to something bigger.
Maribel Lopez of Lopez Research, a leading mobile market research firm, views the device as one piece of the mobile equation, which creates the opportunity for new inputs and processes.
“Mobile provides contextual data that didn’t exist before,” she says. “It’s that context that unleashes the potential to do things differently and shape personalized, adaptive, and predictive experiences.”
According to Jeff Loucks and Richard Medcalf...