What Do Mobile Customers Really Want?

It seems to be a question keeping a lot of us up at night:

Ewan takes some thoughts down from actual normobs (normal mobile users).

One of his commenters says it's predictability (I agree with that)

Kim lays it out in her blog series, and says it's location.

This is the no-brainer category of information to provide for your customers via mobile. Location-specific knowledge is the number one reason that people access the mobile web for mobile search.

That's true today - but I was at the Apple Store thinking about the upcoming uses for mobile phones.

I felt pretty cool, but now that we have smart phones and the iPhone and web access with cheap data plans, the possibility of doing live shopping without the help of someone at home is really going to take off. In addition to shopping at retail stores, we can comparison shop with friends, setting location against location, and pitting both against online versions.