Inc.com has an interesting article on why it's more important than ever to focus on mobile strategy for businesses. Here are some excerpts:

Mobile Websites

Several companies have a subdomain set up specifically for mobile phones. So, for example, when users type www.ESPN.com into a smartphone, the ESPN site actually figures out that they are visiting the site from a mobile device and redirects them to a subdomain. The user experience from the phone is different than the user experience at a computer. 

Mobile Apps

There are now numerous mobile apps serving up informative tips, educational bits, or pure entertainment or gaming. Many companies are using mobile apps to boost brand awareness and affinity. Your business can, too. But you must have a thorough understanding of your audience. The best way to use apps is to create something that is both useful and valuable. 

Monetize Mobile Apps

Consider offering a free version of your app and then let users decide whether or not they are willing invest in a premium version with more features and content. 

Mobile Coupons

A growing number of companies deliver coupons via mobile devices in an effort to appeal to consumers, many of whom would never think of clipping or carrying coupons.

Location-based Services

Location-based shopping coupons using mobile devices are gaining popularity. As mobile users become more acclimated to sharing their whereabouts via mobile devices, they're also are becoming more open to receiving ads and mobile coupons relevant to where they are at the moment.

Mobile Campaigns and Ads

Mobile marketing presents a distinct and unique way to create interactive dialogues with customers. Mobile marketing requires matching the creative to the device's smaller screen size; designing messages that are short, instantly understood, and effective; and creating a call for action with minimal steps. 

Click here for full article.

An interesting presentation on where things going on mobile front.