In Q4 2010, smartphone shipments overtook those of PCs for the first time. Throughout 2011, we saw traffic from non-PC devices in the U.S. grow to seven percent of all digital traffic, fueled by the adoption of tablets. And last month, PayPal data revealed a four-fold (371 percent) increase in the number of customers shopping through mobile devices on Black Friday.

Accordingly, the conversation among marketers has shifted from anticipating the impact of mobile technology to reacting to the ways by which the mobile population is challenging traditional norms governing consumer behavior.

In January, L2 will release its first Prestige 100®: Mobile IQ Index, profiling the mobile efforts of 100 leading brands across five distinct industries: Beauty & Cosmetics, Fashion, Hospitality, Luxury Retail, and Watches & Jewelry.

In this Clinic, we explore the most critical trends in the mobile space. Topics include implementation of mobile payment systems, augmented consumerism, mobile advertising, the impact of HTML5, and associated case studies.