B ->K*ll: The New Frontier of New Physics searches in Flavor

The exclusive decay mode B ->K*ll has become one of the key players in the search for New Physics in flavor. An increasing number of observables are being studied experimentally, and with increasing precision. Its theoretical description is well under control, and an interesting set of clean observables have been identified, reducing further the theoretical uncertainties. Model-independent analyses show that in the near future this mode will either reveal NP through a pattern of correlated deviations from the SM, or pose very stringent constraints on radiative and semileptonic operators.