I'm grading exams, and I asked my students an essay question. Basically, I asked them to write a few paragraphs for their boss about benefits of m-commerce and how it will change the way companies compete.
In class, we talked a lot about what it means for retailers when consumers can use their mobile phones to instantly compare prices on items at nearby stores, and possibly even be bombarded with advertisements.
One of my students gave a answer indicating that she isn't going to be fooled by the new technology, which I will paraphrase here: Put a sign up at the front of the store that you will honor all prices and mobile coupons from other retailers. Good answer, but I think if this future ever arrives (and it is questionable if this will all come to fruition in this way) stores will simply carry similar but not identical products. That's how tire companies protect their margins.