This epilogue presents a few closing thoughts about the impact of mobile technology on society at large. It argues that the future of mobile advertising depends on a bargain that consumers and firms need to strike with each other. Both sides will have to make some investments and offer some trust for this give-and-take relationship to prosper. Consumers will need to find better ways to strike a personal balance between their lives and mobile technology. They will need to make the choice about how much they let technology intrude and inform their lives. They will hold the key to how open or private they want to be with their data. But this does not relieve businesses of their responsibilities. They need to pay attention and take their roles very seriously in this ecosystem. They should surprise and impress consumers while helping them with their needs the way a butler or a concierge would. More importantly, they need to take data security and privacy issues seriously.
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