June 1, 2012, 12:00 AM

Up the mobile ladder

(Page 3 of 3)

Figuring out what will work is important, especially at first, Ashley says. "If your first product is unsuccessful," he says, "management will start thinking mobile is unnecessary for their brand and that is just not right."

That's some good survival advice for the executives likely to find mobile in their titles as mobile plays a bigger role in retailers' sales and marketing plans.



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