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This could cause a major decline in traffic to carrier stores

Not OTT or anything like that but a creative use of everyday mobile capabilities - maybe a similar effort can be rolled out for a client's campaign.

released reservation feature for mobile

"How can brands do a better job of fostering these relationships so that they're at the forefront of consumer's minds? 1. Develop a great product. Not to resuscitate the Mac vs. PC argument, but there's a reason many people aren't hesitant to recommend their MacBook or iPhone to a friend. 2. Facilitate social sharing. Brands need to be engaged with consumers via social media, and brands need product sites and marketing programs that facilitate seamless social sharing. 3. Create sampling programs to reach digital consumers. Many influential digital consumers are eager to discuss their love of specific products and brands. Marketers need to reach and engage them in innovative ways, such as via sampling programs, contests, coupons. 4. Get game. Brand can introduce game element through badges, achievements, and prizes to turn their consumers to brand ambassadors and engage them in a fun way."

"EA's "freemium" game for iPhone and iPad that has users building their own Springfields with characters and tasks closely tied into the show, attracted 6.93 million players in October for its "Treehouse of Horror" update, according to EA. That's more than the 6.57 million U.S. viewers who watched the "Treehouse of Horror" episode on TV."

virtual assistants

"Lapka goes on sale today, a $220 set of sensors for detecting radiation, electromagnetic fields, humidity / temperature, and perhaps most interestingly, a sensor for measuring how organic your food is. But are we really in danger of radiation poisoning or overexposure to electromagnetic waves on the streets of our neighborhood?"

"The company is running its new mobile advertising campaign within The Weather Channel's iPhone application. Home Depot has used mobile advertising in the past to bolster brand awareness and engagement. "By adding store location functionality to the ad unit, the brand expertly displays their understanding and appreciation of the unique contextual requirements of an audience made up of a sizable percentage of likely moving targets," said Scott Forshay, mobile and emerging technologies strategist at Acquity Group."

a mobile productivity app that analyzes data from a user's mobile calendar and applies artificial intelligence and machine learning to enhance meetings and events throughout the day. Specifically, it's designed to find and neatly organize in context everything the user needs to be fully prepared, including contacts, relevant emails, and related documents

This could be interesting for global markets, emerging markets, and countries where sharing via web is not easy.

Shopster that uses the geo-location services in the iPhone (or iPad or iPod touch) to not only keep track of where you frequently buy your groceries, but what you buy at which store. Then it can notify you when you're near those locations and what you might possibly need to run in and grab.