Phoning In the Smartphone Experience

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Everywhere I turn, marketers and developers are looking to treat all technology platforms the same, ignoring their unique characteristics and the needs of their audiences when creating brand-based user experiences. This approach is understandable: One of the least enjoyable steps in developing an online experience is making the site work on each browser — a challenge that applies tenfold in mobile.

But whether you’re migrating a successful online concept to mobile or starting fresh with a cross-platform service, you need to take each platform’s user experience into account — or risk diminishing the value of your offering.

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