So you are ready to make the leap and launch your brand into the ever-growing world of mobile! But where do you start? There are currently two opposing camps when it comes to mobile space. On one side, you have the mobile web enthusiasts who evangelize HTML5 and cross platform applications. On the other, you have the native app proponents who point to the more than five billion dollars in direct revenue from the three major mobile app markets last year (Yarrow, 2011). With all of the conflicting opinions out there, jumping into the mobile arena can be daunting. But it doesn’t have to be. It turns out that deciding which direction to go is really just an exercise in knowing your options. And this paper will help you get there.
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