An interesting article based on a research from Forrester exploring future role of mobile within marketing and how to get ready for that.
According, to Forrester, the mobile space could be able to create a secondary parallel space where people live, an "overlay that augments and personalizes the physical world to allow product trials and create marketing services". The article continue saying "In the near future, mobile will be used to enable commerce via products and the physical world. For example, pill bottles will initiate refill requests and a purse seen in a magazine will be purchased in just a few clicks via a phone.
Mobile will also be a standalone service in purely digital scenarios such as banking or finance and will become the preferred tool for many tasks such as accessing coupons or paying bills.
There are examples of more sophisticated mobile services in the market today, such as the Nike Fuel Band and remote deposit capture."
Whether it is to complement in-store experience, like the pill refill, or to provide a healthcare service (like pregnancy test results today provided by mobile) or still as a self standing selling and marketing tool (for many financial services), it will for sure change the way we perceive reality.
I am a passionate runner and the Nike Fuel Band was a turning point in my purchases decision. I am still convinced that Asics are the best running shoes but was kind of forced to buy Nike to try it! And it's amazing. Not the same I can say for the shoes though...

Full article here:
http://www.luxurydaily.com/mobile-experiences-are-quickly-falling-short-of-consumer-expectations-forrester/