All of that points up the many reasons mobile ecosystem participants are ramping up mobile commerce, mobile advertising, mobile payments and mobile wallet initiatives.
In many instances, the difference between a "Web" sale and a retail sale will blur, as well, many would argue. In other cases, a retail sale will be prompted or driven by mobile promotions as well, use a mobile loyalty or payment mechanism.
Vendors in the e-commerce market will begin to offer new context-aware, mobile-based application capabilities that can be accessed either from a browser or installed as an application on a phone.
"E-commerce organizations will need to scale up their operations to handle the increased visitation loads resulting from customers not having to wait until they are in front of a PC to obtain answers to questions or place orders," said Gene Alvarez, research vice president at Gartner. "In time, e-commerce vendors will begin to offer context-aware mobile-shopping solutions as part of their overall Web sales offerings."