. In this light, mobile devices and their ability to foster social interaction extends an individual's capability to reach where he or she wants to be, "becoming the only means of communication that allows true global reach of customers in different countries and demographic groups (Kaplan, 2012, р. 137).
On the other hand, the personal extensibility concept covers not only the notion of distance (i.e. to what extent consumers want and need mobility), but also that of time (i.e. to what extent consumers want and need immediacy).