Since the introduction of the iPhone on January 9, 2007 the mobile market has been clamoring for content. But it is not just iPhone users. The iPhone set in motion the reality that you can get any information you want where and when you want it. Because of this trend all mobile users expect the same experience whether using an iOS device, Android, Blackberry, Nokia or any device that connects to a network.
Certainly the iOS devices (iPhone, iPad, iPod Touch) are the most mature in this market space. However, the market share of Android can't be ignored. Even though the Android platform is widely fragmented, the end user doesn't know their phone is different from any other when it comes to content retrieval.
Even though these devices are amazing with what they can achieve, it is where their limits exist that defines the platform. Not all of your web content is suitable for the mobile space. You need to define the most important information to your mobile user. Otherwise, the speed at which users are used to consuming small bits of information becomes slow and tedious, ruining the mobile experience.
We target the lowest common denominator when developing for the mobile web to ensure the proper delivery of the most important web content to your mobile audience. Any functionality that needs to exist beyond what can be done on the mobile web deserves its own app.