Choose between Starbucks and McDonald\'s and imagine you have a contractwith this company to strategize and enhance its mobile advertising and mobile commerce activities. Do some research and see what already is available in terms of mobile advertising and mobile commerce for your company.

I chose Starbucks. Please provide reference.Formulate a new mobile strategy for your contract company around the use of GPS and mobile payment.

1) Select two implementation challenges if your proposal is accepted to roll out globally.

2) If the company decides to enter a new market via licensing versus investment, how would it impact the new mobile strategy that you are proposing?