EveryYou: Wharton on Mobile Networks and E-Commerce getting personal

Madame BOOT is a long time consumer of the Knowledge@Wharton series. She has pointed me to this short but interesting post titled "In the Age of Mobile Networks, E-Commerce Gets Personal". The piece talks to how mobile networks will be an enabler or micro targeting. How the next generation of services such as 4square will be key to retailers be able to target consumers with individuated deals and "transform how people shop". Is the BOOT's recommended read of the week.

For more background on this - my concept of EveryYou can be quickly described as "micro-targeting at scale". The detailed definition is

“The development of a specific and targeted recommendation of one based on the unique combination of desires, needs and interests of each individual at any moment in time”

This theory I am working on says that we have reached a state of computational power, data collection levels and social trend in favour of interaction and information sharing that retailers will be able to target offers not only at individuals but at the different versions of each individal that appears at a particular point in time.