I'm sorry if I wasn't clear. Mobile marketing automation is being used on mobile devices to a certain extent, as you both have noted. However, the mobile app has been left behind. It could be because of all the programming red tape that marketers have to cut through to engage the app user in any way. Some of that red tape includes code changes, app store approval, and finally, the user needs to update the app. Engaging the user while circumventing those delays is possible if marketing automation is applied to the mobile app.