Mobile-only users aren't some strange new breed of customer, signaling their desire for different messages, content, and services through their choice of screen size and form factor. They're just your customer. You can and should speak to them in same way you address all your other customers. They just want to engage with you on the device that's most useful and convenient for them. Meeting the needs of the mobile-only user doesn't mean agonizing about "the mobile use case," trying to determine which subset of content would be most useful to users "on-the-go." Google reports that 77 percent of searches from mobile devices take place at home or work, only 17 percent on the move. Mobile users should get the same content. It's frustrating and confusing for them if you only give them a little bit of what you offer on your "real" website. If you try to guess which subset of your content the mobile user needs, you're going to guess wrong. Deliver the same content as your desktop user sees. You don't get to decide which device your customer uses to access the internet. They get to choose. It's your responsibility to deliver essentially the same experience to them - deliver a good experience to them - whatever device they choose to use. Get the full story at Harvard Business Review