About the Author: Gary Schwartz
Gary brings us insights on all things at the intersection of mobile and retail, directly from places and cases where the action is. Gary — who is the CEO of Impact Mobile, Inc., North America Chair of the Mobile Entertainment Forum (MEF) and author of THE IMPULSE ECONOMY — has held a leadership role in the mobile industry for over a decade. He has a long and impressive track record that includes mobile-first activities (in 2002, Gary ran the first cross-carrier short code campaign in North America) and achievements. In 2006, Gary founded the mobile committee for the Interactive Advertising Bureau and has since worked to publish literature such as the Mobile Buyer’s Guide, for which he received an IAB award for industry excellence in 2009). In 2010, Gary was elected as the Chair of MEF North America with a remit to develop a mobile commerce practice to service brands, retailers and content owners (for which he received a MEF award for industry excellence). In 2011, in partnership with MEF and a number of industry groups including the X9 security standards body, Gary began work to develop m-commerce security and privacy guidelines. You can read his book and blog at www.theimpulseeconomy.com. Follow Gary on Twitter at @impulseeconomy
National Retail Federation Show, New York City: This week the old Javits Center in the New York hosted retail folk from across the U.S. and shed some light on a technology play that may define a new industry I call Retail 2.0.
Indeed, the reality of a connected shopping experience with smartphones at the center may not be far off. However, this show was proof to me that we have to get past our focus on technology (and B2B) and walk in the shoes of our customers (understanding that it’s B2C that is really at the core). And, since it is about the shopper experience, it’s clear that winning Retail 2.0 strategies will be the ones that bring CIOs and CMOs to the table.