M-commerce and Near Field Communications (NFC) are improving and enhancing the travel experience for travellers. The ability of the mobile device to pay for goods and services, coupled with the seamless exchange of information electronically, enabling payments, check-in and personalised marketing messages with a simple swipe of the device against a reader, offers not only traveller efficiency but new opportunities for personalised interaction with the travel provider. Overall, mobile is growing incredibly fast. Whether a company likes it or not, their customers are already going to their website using their phones. There are some countries around the world, especially in Asia, where mobile usage actually outnumbers desktop computer usage. Travel companies that do not invest in the mobile web may be left behind in the years to come as smartphones and tablets become even more ubiquitous. Mobile delivers us on demand navigation, prices of the nearest hotels, and the highest rated restaurant nearby. Mobile is allowing us to maintain digital connectivity at all times. The mobile platform should be considered a connective tissue between the online and offline worlds and shouldn't be viewed as a stand-alone platform for delivering unique content. Rather, as Google says, the mobile platform is a way to draw together a brand experience overall, for continuity and consistency in the eyes of the consumer. This is certainly a huge perception shift, and it's transforming how we live our lives - how we shop, how we communicate, and ultimately, how we interact with businesses. Get the full story at EyeForTravel