Mobile applications offer new opportunities for strengthening relationships with customers. Brown highlights different types of mobile consumers and how an understanding of the ways individual consumers absorb and use mobile technologies allows banks and other institutions and organizations to consistently treat consumers in a personalized, individualized way. Stoops discusses how applying business rules of the enterprise call center to mobile applications can enable the majority of customers to bypass the conventional IVR system and connect efficiently with an agent who best meets their needs within the current resources of the call center.