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Mobile operating system and browser. There are mobile browsers which are closely 

integrated with the operating system.

  7 

 Mobile-  based  apps. Apps are proprietary to the mobile operating system, whether Apple 

iOS, Google Android, RIM or Windows. A big decision is whether to deliver content and 

experience through a browser and/or a specific app which provides an improved experience.

With the growth in mobile platform usage by consumers it becomes important to assess 

whether companies are gaining similar levels of business from consumers using mobile plat-

forms as from desktop platforms. Table 3.3 shows how companies can assess this using the 

approach to strategy development from Chapter 5.

The benefits that mobile or wireless connections offer to their users are ubiquity (can be accessed 

from anywhere), reachability (their users can be reached when not in their normal location) and 

convenience (it is not necessary to have access to a power supply or  fixed-  line connection). They 

Trends update

Mobile usage

Mobile usage was forecast to overtake desktop usage in 2014. Find out the latest 

statistics on mobile and app usage at: http://bit.ly/smartmobilestats.

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Part 1  Introduction

Table 3.2

Five common challenges of creating a mobile web presence