Retailers started using analytics to manage their stores and warehouses. They then started using analytics for planning local events and competitor's promotions and campaigns. Through point of sale, they understood individual customers. The only problem they faced was this data was known and analyzed post-sales. Now with mobile commerce, retailers collect and analyze data embedded in mobile devices. So, the challenge shifted from how to collect data, to how to get the user's permission and approval to collect and use the data.  Read more at:  http://it.toolbox.com/blogs/mobile-applications-businesses/mobile-commerce-strategies-contextually-relevant-opportunities-moments-and-environments-69652