Beam me up, Scotty. The mobile today is the tricorder from Star Trek: a multifunctional device for scanning, analysis, communication and recording of data. Add to that the search for information, and you have the remote control for your digital life. And increasingly also daily life. Google search / mail / maps / translate, Facebook and Instagram, online shopping and banking, weather and traffic information, news and facts, agenda, taking photos and editing ... just think of it and it has existed since the introduction of the iPhone as an app on you mobile. It is much more than a smartphone, because we use it less and less with it. For retailers, the mobile is the missing link between their physical store environment and their digital presence.