Is this your mobile strategy?

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Many mobile strategies consist of a stand-alone iPhone application.  The iPhone platform is amazing, but with 35,000 applications it no longer offers the buzz or differentiation strategy many brands think it does. Mobile strategies must run deeper and go broader.

Stand-alone iPhone applications remind me of something sitting in a fishbowl for all to see, but with little connection to anything else. So, I took this photo of my cat peering into the fish bowl.