The number of mobile devices that can access online content is growing. And the people who own them looking to interact with brands any time, any where.
The application route is a challenge. There are many smartphone and tablet platforms out there—Apple, Android, Windows Phone, BlackBerry, Palm, Symbian, etc. Each is its own technology, and applications must be developed per platform. Most organizations do not have the time or resources to develop an app for each of them.
Mobile-optimized websites and Web-based applications that can work across platforms are generally more economical. A mobile website generally is a streamlined version of a website that displays to mobile browsers. Such sites generally focus on the activities and information that mobile users are most to need.
Options include using a mobile platform such as NetBiscuits or Mobify.me. And, many content management platforms have options to generate a mobile optimized version of a website. Drupal has several mobile plug in options.