Developing mobile apps or a mobile Web site has some special challenges. The user experience on a mobile device is fundamentally different from that on a PC. There are special features on mobile devices such as location-based services that give firms the potential to interact with customers in new ways. Firms need to be able to take advantage of those features while deliver- ing an experience that is appropriate to a small screen. You can’t just port a Web site or desktop application to a smartphone or tablet. There are multiple mobile platforms to work with—iPhone, Android, BlackBerry, and Windows—and a firm may need a different version of an application to
run on each of these.