Mobile Is Not Just Another Channel

eBusiness professionals often start mobile initiatives by thinking, "How do I scale down my PC-based web experience and leverage my existing infrastructure?" This approach is pragmatic in that it is low cost and takes advantage of existing digital content and services. Mobile as a channel, however, has the potential to offer opportunities beyond a smaller version of a PC-based experience. While there are advantages to treating mobile as an extension of a multichannel strategy, doing so alone is too myopic. Mobile phones have unique attributes that can be combined and leveraged to generate new mobile experiences that may not even be digital today. eBusiness professionals should identify multichannel, cross-channel, and mobile-only opportunities to use the mobile channel to enhance existing offerings while creating new ones that eliminate customer pain points.