Despite the clear trend towards greater adoption of mobile devices by businesses and consumers, a new study finds that many businesses are not taking full advantage of the opportunities created by this trend—especially in sales and marketing. Global smartphone shipments continue to rise, driven by operator subsidies, lower barriers to adoption with the introduction of lower-cost models, and greater choices afforded by vigorous competition from companies such as Apple, RIM, Microsoft, and Google. Not far behind is the rising interest and adoption of other mobile devices, such as tablets with the success of Apple’s iPad. Despite this trend, a new study by eROI , an online marketing agency, finds that many businesses are not taking full advantage of the opportunities it creates—especially in sales and marketing. The company surveyed 500 businesses, and the majority cited lack of resources and little understanding of what needs to be done as the major barriers to capitalizing on the trend. This, despite findings which show 91 percent of the population use mobile devices, with 23 percent using smartphones that make extensive use of online services. Companies would benefit from looking at how these trends can be leveraged for building a strategy toward reaching new customers, engaging current customers, and creating rich experiences for both. Some examples from early pioneers in this area: building versions of their website that can be viewed comfortably on mobile devices, using services that make extensive use of social networks and location-based services such as Facebook and FourSquare that work well with mobile devices, and even building custom applications to provide a new channel for reaching and serving customers. Companies can start small with pilot projects then work from there to see which work best for their businesses.