Armed with powerful mobile devices, consumers and employees have become the force behind a wireless wave of change. Whether they are seeking discounted prices or looking to coordinate a sales campaign, these mobile end users are growing impatient with companies that are still trying to control the behavior and sharing of information. Enterprises that fail to learn how to give up some of that control and innovate to meet the evolving needs of their constituents could soon find themselves at the back of the pack.

There are five ways to ride this wireless wave, according to Todd Hewlin, managing director of TCG Advisors, a boutique consulting firm in Silicon Valley; and Scott Snyder, a senior fellow at Wharton, author of The New World of Wireless: How to Compete in the 4G Revolution (Pearson Prentice Hall, 2009), and president of Mobiquity, a mobile strategy and applications development firm.

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