Match iPhone Capabilities To Customer Goals

The growing popularity of the iPhone, G1, and similar devices has prompted companies to rethink their mobile data experiences. Instead of shrinking their desktop Web sites to make them accessible by mobile devices, firms are capitalizing on the power and popularity of these devices to create mobile-specific data experiences in the forms of applications, Web sites, and integrated messaging features. But simply building these richer experiences doesn't ensure success. Companies looking to harness the power of these devices must design experiences that match appropriate device capabilities with user goals. To design successful mobile data experiences, companies must understand how people want to use mobile data channels, fit those data channels into multichannel scenarios, and focus on their strongest capability — timeliness.