Jill Braff, EVP of Digital Commerce at HSN, explains that mobile is so powerful because it's the most personal device, as essential to most people as their wallets. And since it's with people all of the time, and always connected, brands have a huge opportunity to connect with their targeted consumer through mobile. She says that the most important thing to keep in mind is putting customer convenience forward, and thinking about the contexts in which they are accessing mobile content.