Gary Cole, 02’s commercial director, wrote a compelling piece about the role of mobile phones in shopping.

New media platforms such as Zeebox, for iPad and iPhone, are bringing extra dynamics to play. It’s now possible to order groceries advertised on TV via live Zeetags in the app. Tesco and Boots are already there with product links taking the user to each retailer’s website.

The opportunity presented by mobile and other technologies such as NFC and even the credit card as app platform is a massive. There is so much up for grabs.

Matt Barnett, head of digital, MARS\Y&R