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The author argues that whether you have an app and a website or just a website, you should presume that your customers will engage with you only on mobile. A large proportion of smartphone use happens on wifi and either at home or at work - people use mobile to snack, yes, but they also use it to do almost anything they do on the desktop internet.

So your mobile proposition should not start from thinking 'what would people want when they're mobile?', but rather on 'this customer may only see us on mobile, so how do we shape our proposition to reflect that?"

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