Does Google have all the answers? A new wave of premium mobile services don't think so. Connecting people with real-time advisors in everything from fashion to finance, innovators are creating a future where having a panel in your pocket, ready to offer support in one click, is the norm.

The social shopping trend is continuing apace, and its effects are being felt in the world of online fashion retail. One of the industry's most high-profile experiments so far is Motilo, winner of The Guardian's Digital Innovation Award.

In a world where everyone wields a smartphone, we're told that whatever problem we face – large or small – "there's an app for that". And now, thanks to ChoiceMap, there's an app for choosing which solution suits you best.

Combining computer algorithms and real stylists, British menswear brand Thread aims to deliver a truly personalised shopping experience that strips out the distractions and confusion of online shopping.