Marketers can take advantage of a whole new economy made practical by mobile in the form of sharing. Zipcar and Airbnb are two examples of businesses focused on sharing of products and services among a number of consumers. "There a lots of opportunities for marketers here. First, companies should consider how their products can be shared and think about partnering with these sharing services to promote their specific type of product. Companies can also build out their own sharing platform," said Innovaro's Mike Vidikan.