Creating a Mobile Strategy for Your Customers

3. Look at what networks your customers are on. Browsing on an iPhone using AT&T is nothing like browsing on a BlackBerry using T-Mobile. Is the network the end-all-be-all? No. However, it's important to note, especially if you're doing a lot of business internationally.

4. Find out what your customers are doing on their phones in general. Are they spontaneously going to your site, or are your email and text messages driving them? There's a big difference between a user who's been driven by your marketing vs. someone who ends up at your site on their own. This is especially true if you're getting a lot of traffic from social media. If your average user is coming from your Facebook page, for example, the last thing they'll want to do is find your app, download your app and then start using it.