"Mobility will change the nature of the data marketers can use and act upon," Husson writes.
"Via sensors on wearables or smartphones, marketers will access data on our bodies and our whereabouts in real-time."
The almighty nature of mobile data, Husson believes, will tempt marketers to break consumers' anonymities—and their trust as well.
Marketers who think of privacy as just some "legal and compliance issue" are riding for a fall.
"Consumers are increasingly aware of the value of their data and expect brands to deliver clear benefits in exchange of the personal data they share," Husson says.
"Moving forward, we believe consumers will increasingly take control of the brand relationship via mobile trusted agents. Brand trust will be built on mobile experiences. In fact, brands’ survival will depend on their ability to build trust."
