Being mobile is not just about having an iPhone or Android app. The shift that is all around us is not about the mobile devices themselves, it is about mobile as a verb: the action of being mobile and of having the freedom to do whatever you want, whenever and wherever you want. Mobile means giving people the power to do what they want to do "now"!
The Web changed the way we think and behave and it is thoroughly integrated into our daily lives (laptops, smartphones, tablets, etc.). We take it for granted, expecting it to "be there" at any instant, like electricity.
Businesses are communicating with people in a decentralized manner, not needing to get an approval from any central authority to add a page or make a link. URLs are the key to universality, turning the Web's content into something of greater value: an interconnected information space.
We all love apps and one of the main reasons is their slick look & feel. But as a business, creating, distributing and monetizing a mobile application can be frustrating: big fragmentation across mobile devices & operating systems, approval process into various app stores, poor discoverability due to the closed environment and finally: shared revenue constraints.