re: Have You Really Started A Mobile Strategy?
A commitment to quality ("four stars") is admirable, but isn't really a strategy either. Even the idea of "mobile strategy" is creating an artificial container around the problem, and the opportunity.
The smartest thing in this article is this: "Mobile will blur the lines between store and online". The future of the Internet, be it mobile, desktop, tablet or form factors that we have yet to envision, is that it will be ubiquitous, and it will be contextual.
To truly form a strategy, organizations need to step back and start asking themselves: "at this point of contact, what will the user be trying to accomplish? What is their state of mind? Where are they physically located? What kind of person are they? What do they like or dislike?". These questions add up to context. It is in this context that a strategy for an organization's online communications (be it mobile or otherwise) can be expressed. How does the organization wish to treat a specific person, in a specific context?