What still needs to happen, either conceptually or technologically, for touch interactivity to reach its full potential?”
Conceptually, touch needs to offer consumers something that they want to engage with. It must be something that appeals enough to get people to go beyond social norms. Free movie tickets? Reward points? A fun game to play? The offer should be something truly valuable to the consumer. Marketers shouldn’t focus on the tools, but rather on the experience. Technologically, it needs to be easy for network operators and advertisers to design content for it while also continuing to become more affordable and flexible to deploy.