My money is on mobile being the sweet spot for competitive advantage if integrated effectively into a company’s overall marketing strategy. The trick of course is having clear and definable goals that will make your users life better. Retailers are clearly moving in this direction and only 10% of big box retailers in a recent poll have no plan to implement.
A business should take a long hard look at mobile media as an objective and determine if it addresses any value gaps and the needs of your consumer before deciding on implementing. The article below has some good fundamental advice if you are unsure that mobile makes sense for your business.
Start Smart: A 10-Step Mobile Media Guide for B2B Marketers