Indonesia's path to purchase: How smartphones are transforming the way consumers move their on/offline worlds and are creating a new path to purchase
Karthik Venkatakrishnan and Masao Kakihara
Introduction
Digital mobility and connectivity has become more important in our everyday life. Apple launched their first iPhone and Google introduced Android OS both in 2007. Over the last nine years to date, smartphone devices and ecosystems have been dramatically changing our ways of acquiring information, communicating with others and purchasing goods and services. We know consumers keep their mobile devices nearby, check them often, and occasionally use multiple devices at once...