I think mobile apps and marketing is definitely a large part of technology today and plays an important part in many people's lives. I know I personally rely on my iPhone apps quite often to check and send emails, check my bank balance and make transactions, as well as looking up the time for the next train on the new AT app. I think it's important for marketers to seriously consider making applications for smart phones - the current, and future, way of technological activity. I remember looking up an app for Pizza Hut the other day to order dinner from my phone, but surprisingly enough, they didn't have one. Instead, I had to order pizza though Domino's Pizza - hence, Pizza Hut losing a sale. How often do you rely on your smartphone apps? Would you choose a competitor over your initial choice if they didn't have an smartphone app you could use (provided that's what you needed at the time)? How important do you think these kind of apps are in your own life today?