Keeping pace in mobile won't be easy, or inexpensive. Feeling smug about that shiny new iPad app? Great, but are you ready to support iOS upgrades, Android, and other platforms or the inevitable onslaught of new devices? And then there's the complication of integrating all that with multiple back-end systems.
The good news is that leading browsers and mobile platforms are embracing the maturing HTML5 standard, which promises the ability to build reliable and functional mobile applications that can be developed once and deployed across a range of devices. Many enterprise app suppliers (including Microsoft and Salesforce.com) are hedging their bets by supporting both native apps and HTML5 Web apps and development platforms.
Enterprises venturing into mobile development take note: HTML5 apps won't give you the ultimate experience on each device just yet, but HTML5 looks like the way to go if you can't control what devices customers and employees will use.