The advanced functionality of smartphones and tablets provides the on-the-go consumer numerous options and capabilities, empowering them as never before. In this way, while the ascendency of high-tech mobile devices is largely seen as a cornucopia for consumers, it’s created a bit of a Pandora’s Box for businesses and marketers. We now must contend with the ever-increasing expectations and demands of sophisticated mobile users who, with smartphone or tablet in hand, want what they want when - and where - they want it.