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AccordingtoAnindyaGhose,aglobalauthorityonthemobileeconomy,thistwo-wayexchangecanbenefitbothcustomersandbusinessesAbstractNotonlycan firmsknowinrealtimewhichstoresomeoneisvisiting;theycanalsoknowwhichaisleinthestoresomeoneisstandingin,andinsomecasesestimateshelflocation oftheproductsomeoneisstaringatIndexAccessibility26Adblockers36–Adexposures–AdPreferencestoolAdvertisingannoyanceand4––formatofConsumers createadatatrailbytappingtheirphones;businessescantapintothistrailtoharnessthepowerofthemorethanthreetrilliondollarmobileeconomyOnthe surface,itisIntoday’smobileeconomy,brandscantargetadramaticallyfinerlevelofgranularityAccordingtothisbook'sauthor,thistwo-wayexchangecan benefitbothcustomersandbusinessesByusingoursites,youagreetotheplacementofthesecookiesAbstractExploremillionsofresourcesfromscholarly journals,books,newspapers,videosandmore,ontheProQuestPlatformGhose,Anindya,'MobilePhones:ATrulyTransformativeTechnology',Tap:Unlocking theMobileEconomy(Cambridge,MA,;onlineedn,MITPressScholarshipOnline,Thelastyearshaveseenrapidevolutioninmobilephonesandrelated technologies,butthemostnoteworthychangehasbeentheirimpactonconsumers'behavior.IEEEXploreIEEEsitesplacecookiesonyourdevicetogiveyouthe bestuserexperienceThischapterdiscussestheimportanceofbusinessesstrikingtherightbalanceinconsumerliveswhileleveragingtechnologiesConsumers IEEEXplore,deliveringfulltextaccesstotheworld'shighestqualitytechnicalliteratureinengineeringandtechnologyConsumerscreateadatatrailbytapping theirphones;businessescantapintothistrailtoharnessthepowerofthemorethanthreetrilliondollarmobileeconomy