For example, if a consumer opens the Delta application two weeks before a flight, he may want to change the flight. Two days before, he may want to change his seat, and two hours before, he probably wants to access his ticket. “As a consumer when I open my phone, I become very task-oriented - I want to get something done quickly,” Julie Ask, vice president and principal analyst at Forrester, said. “As a company, you need to be able to win in these moments.” According to Forrester, 23 percent of consumers expect a smartphone experience to change based on location. The other thing that is important to recognize is that mobile is more of an influencer when it comes to commerce. Consumers may be inspired on mobile but make the actual purchase on Web. Get the full story at the Mobile Marketer