Much vaunted mobile opportunities are at last falling into place with advancements in lead management platforms making their integration and measurement much simpler.
And it's not all about app's either, getting precise click/conversion info back from Apple iphones/ipad is notoriously difficult so the mobile web presents the best opportunity to harness the power of mobile lead gen. Mobile start-ups now offer communities which you can tap into on a cost per lead (CPL) basis.
It's only the beginning, but like you I am already relishing the chance to push localised offers which can generate leads of a precision targeted nature and scale not seen before.
For example, imagine if you are Waterstones being able to target an opted-in consumer walking past a book store with a discounted book offer to their mobile which expires that day!
Now that is the power of mobile lead generation we could all do with more of...