What's Wrong With the Retail Mobile Mind-Set?

Here are four fallacies that consistently stifle enterprise mobile projects:

1. Mobile is an experimental subset of features on the web. Wrong. Consumers expect all that the web has to offer and much more.

Long gone are the days when creating a mobile presentation layer for existing web services was a suitable mobile strategy. The mobile experience is completely different than a desktop experience. Consumers demand much more than what's available on the web. Innovative features like prescription refill by scan, store finder and geo-specific deals are a result of the mobile revolution and were unheard of on the web. These mobile innovations spring up from a strong CIO/CMO partnership to create brand-aware rich user experiences backed up by scalable and robust IT technologies.