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Anindya Ghose is the Professor of IT and Business Analytics at NYU and the author of TAP: Unlocking the Mobile Economy.  He is a Professor of IT and a Professor of Marketing, at New York University's Leonard N. Stern School of Business. He is also the Director of the Center for Business Analytics at NYU Stern. In 2014 he was named by Poets & Quants as one of the “top 40 outstanding business school professors under 40 in the world” and by Analytics Week as one of the “top 200 thought leaders in Big Data and Business Analytics”. The Mobile Economy is any transaction that occurs on a smart phone or tablet. It is currently more than 3 trillion dollars of the world’s economy – or 4.2% of the world’s GDP.  So we are only scratching the tip of the iceberg. Technology has changed the way companies can interact with consumers. Location accuracy came out about 10 years ago. At that point in time, people’s location could be pin-pointed within 200-300 meters (~1000 feet). Now, the latest smart phones can locate the