Yet, very few entrepreneurs take the time to make sure that their mobile devices, and the mobile devices of their entire staff are safe from mobile apps.
Being mobile-responsive is also increasingly important for social because a growing number of consumers use mobile versions of their social sites either exclusively or more often than they use the desktop versions.
Airlines, rental car agencies and hotels offer mobile versions of their Web sites, but they can be slow and clunky.
Instead of a Mumbai call centre, customers will have the mobile number of their private banker, whom they can call at any hour of the day.
It could also pitch artists and labels on launching better mobile apps of their own that include the ability to stream full albums – and get paid for it.
Forming a Society of Wandering Exhibitions in 1870, they organized mobile exhibitions of their works in an effort to bring serious art to the people.
OpenTable and Yelp, both offer mobile versions of their popular Internet databases for the iPhone and BlackBerry, and their databases of restaurants and reviews are reliable fallbacks for scouting out a good place to get a bite.
Just under half of respondents said they weren't allocating any money towards advertising in the national press, mobile optimisation of their university website, or towards developing their directories.
At Unilever, Mr Eelman says that of the 90,000 employees who use a computer for their jobs (out of a total of 160,000 staff) about 5,000 have so far brought in a mobile gadget of their own.
Some publishers offer stripped-down, mobile versions of their sites, but these are often less sophisticated than their applications, making it more difficult to justify charging subscription fees for them.
