The mobile application is very much the new kid on the digital block and is often a key talking point when it comes to a company's marketing strategy. Whilst mobile devices such as the iPad are relatively new it seems clear that they are to become a key message delivery platform in the future. Technology now offers businesses an unprecedented number of methods to communicate with an audience no matter where they are located. Websites are optimised to function on handheld devices, bespoke smartphone apps are becoming an essential part of everyday life, and entire magazine collections can be carried around in a tablet computer. A new chapter in the relationship between technology and consumer is being played out in households and high streets across the land, and we are all playing the staring role.