Businesses know their customers are using mobile devices, but many businesses don't realize how many and just how extraordinary the usage trend is. Savvy businesses want to connect with customers through new mobile channels and will take the time to develop a mobile strategy before doing so. The best practices and design patterns present in traditional web sites are mature and often repeatable across industries, whereas the best practices and design patterns for mobile experiences, web and otherwise, are in their infancy and patterns are only beginning to emerge.

The mobile strategy will need to be executed by product designers and developers that understand the business objectives, user goals and context of use. This paper encourages discovering business and user needs, then applying common interaction design principles when creating a mobile experience.