Whether you build or buy, it's getting to the point where having a mobile site is going from comp advantage to a missed opportunity, according to 360i emerging media head David Berkowitz at
pre-lunch panel looking at metrics and measurement on the mobile side. A key is to look at what kind of traffic you have coming to the site through mobile; the more that traffic grows the more
important is to have a mobile-optimized site so visitors keep coming back. "Scale is here and demand is quickly coming," said Berkowitz. Steven Goldstein of mobile Q&A service ChaCha highlighted
tailoring the mobile experience to device types. ChaCha, for instance, gets 15% to 18% of its traffic from smartphones, so it optimizes the site for those users.
