Mobiles are an indispensable part of our lives. It's a very instant and 'spur-of-the-moment' behavior. Want to cross-check on a controversial statement someone just made? Searching for a location? Check price before you pay? Looking for a particular cuisine in the area? Smart brands live through realistic customer journeys and identify such micro moments that they can own. Stop thinking and start living in the moment, sorry make that, micro moment!