In the USA, smartphone penetration has reached 28 per cent (Nielsen, 2010), and much 2010 Christmas shopping was done via smartphones (eMarketer, 2010). The Internet has already changed consumer behavior quite drastically. Smartphones are going to redefine how retailers do business; for example, closing a deal in-store will be much harder. Figure 2 shows some smarphone activities that consumers performed for smarter Christmas shopping in 2010. As more sophisticated mobile devices come on to the market and mobile broadband networks continue to improve, marketers will need to rethink and revamp existing marketing communication strategies if they wish to get the attention, and money, of the always-connected consumers.