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Not long ago mobile was about just being available on mobile devices.
Now that requirement has very rapidly become the demand to be available on all mobile devices, the UI needs to follow our brand guidelines that were developed for our website.
Websites today are very complex, having many demands from across your business and importantly high demands from your audience.
By removing the term mobile from the planning stage we remove the classic need to ‘formulate a strategy’ for that.
You know your audience, you know your content, you need to know what you can do with it - mobile is a tacit not a strategy.