Know Before You Go:  Critical Things to Consider Before Building a Mobile Web Application

In the U.S., the mobile Internet is maturing, and users are taking their experiences with them on the go.  This trend creates a tantalizing prospect for brand managers, as this powerful new platform can lead to an increase in brand awareness, provide meaningful new touchpoints, and create significant competitive advantages – if the process is carefully thought out and managed.  Success is not guaranteed, and failure can be costly. 

In order to create a mobile Web application which meets business goals, there are at least three crucial things to consider.  First, the needs of the user must be considered at every step of the process.  User centric design is more than a few tests; it is a mantra and philosophy.  Secondly, like any business effort, the larger strategic context must be carefully considered and understood.  Mobile is much more successful as a part of a larger whole versus an isolated channel.  Finally, the far greater complexity of the mobile ecosystem must be thoroughly analyzed and understood.  The different strategic, technical, and contextual environments all impact what a mobile experience should be and how it should be presented to the user.  This paper explores key facets of these three requirements, as well as the core issues to consider before embarking on a mobile mission.

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