But, while the details of this emerging technology are still changing on a month-to-month basis, the underlying truth isn’t: that your business does need to be accessible to mobile customers, but your commitment should depend a great deal on the type of company you have.
In other words, launching a new mobile app or integrating mobile e-commerce could be a huge profit center for you. Or, you might just need an HTML5 website with responsive design that adapts itself to your visitor’s device and browser.
Even though this might be contrary to the notion that everyone needs to have the latest and greatest thing, it’s just good common sense. Imagine for a moment that you own a hotel. In that situation, it only makes sense to have a mobile web destination that allows for online booking. A restaurant, on the other hand, may only need an online menu, but might want an app that allows for reservations, or to see the latest specials.
The point is that features that would be important for one might be wasted on the other, and vice versa. So, when it comes to putting together your mobile web strategy, the best idea is to do the smart thing: Start small, make your company more accessible, and see where things go from there.