Assignment:
Pretend that you are a market research supplier, and your potential Very Important Customer has come to you and asked you to explain "why this mobile research stuff is so important". She's the head of Consumer Insights for a leading, US consumer packaged goods manufacturer. Your firm supplies a best-in-class mobile solution. If you're successful, you get her million-dollar research budget committed to your company, the boss promotes you, and the company intern has to bring you lattes for a month.
Create a short positioning paper (three pages), explaining your answer to this question/challenge. Time to bring together all the parts of what you've learned, craft a message taking whatever position you choose, and supporting that well.