The document discusses how brands can better connect with consumers through mobile devices. While mobile usage is growing, many brands fail to utilize mobile tools to provide convenient customer service. The document provides examples of brands like Starbucks, Gatwick Airport, and Mercedes that have successful mobile strategies. It recommends that brands ensure their core services are accessible through mobile, address common mobile user experience barriers, and provide simple solutions like click-to-call buttons to deliver optimized customer service across mobile channels.