This document discusses different approaches to developing mobile content and applications, including mobile-first (custom), adaptation, responsive design, frameworks, and native apps. The mobile-first approach designs content and interfaces specifically for mobile context and usage, while adaptation reworks existing desktop content for mobile. Responsive design reflows the same content across devices using percentages. Frameworks allow developing once and deploying across devices, balancing features and reach. Native apps provide rich interfaces optimized for each device type but must be developed for each platform. The document considers the pros and cons of each approach and how to optimize content, images, data and processes for a good mobile experience.