Starwood encouraged companies to examine ways that they can expedite associates’ time, create a product statement ahead of development and use customer feedback to determine their client base’s needs. “We are about to see a complete restructuring of how we’re building mobile,” said Arlie Sisson, associate director of mobile product strategy, Starwood Hotels & Resorts, New York, NY. ”Mobile is mandatory, not emerging.” “If you can personalize your Chevy, you should be able to customize your stay in the exact same way,” Ms. Sisson said. Other companies should be thinking about what consumers need or demand, and push the boundaries of what is available. These types of products will be physically and emotionally engaged with by mobile users all over the world. Get the full story at Mobile Commerce Daily Read also "Starwood Hotels bets on mobile to optimize guestroom personalization" at the Mobile Marketer