The most important question in a company’s mobile strategy is whether to do anything specialfor mobile in the first place. Some companies will never get substantial mobile use and should stick to making their desktop sites less insufferable on small screens.

But if your site happens to have decent appeal to mobile users, then the second strategy question is: Should you produce a mobile website or develop special mobile apps? The answer to this question today is quite different from what it will likely be in the future…

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