Executive Summary (This is a document excerpt)

The rapid growth of the iPhone and iPod touch application market has fueled a race to develop these applications on the part of eBusiness and channel strategy professionals. Recently, Forrester published a useful outline to help determine if a mobile application is an appropriate next step for brands. eBusiness professionals must take a measured and balanced approach when it comes to determining how a mobile or iPhone application is right for them, what their goals are, and how it will meet the needs of or entertain their mobile customers. If an iPhone application is in your future, it is critical to focus on these factors and support for the application over the long haul.