Scientists from the University of Surrey are in the headlines in today’s M-Retailing newsletter for the work they’re doing to ensure that mobile phones never run out of energy – harnessing the power of pants to do so. It’s an amusing headline but one with a serious side. It does reflect the huge and growing importance of smartphones and other mobile devices in shoppers’ lives. It’s hard to understate how important these devices are, especially to busy people, such as new mothers or on-the-go commuters, who often can’t always stop what they’re doing to fire up a desktop or laptop but can easily check their smartphones. The creative energy of these scientists, and of many in the industry, is directed towards increasing the ease and convenience of smartphones and other mobile devices. Today we’re also hearing about easy mobile payments being introduced by Spanish department store El Corte Ingles, helping to satisfy what Barclaycard and other industry figures this week identified as a growing appetite for contactless and mobile payments.

But these efforts still aren’t meeting the needs of all consumers, according…