IT departments are used to building big, complex systems that process transactions. But mobile apps require a new way of thinking. "Mobile is not merely another chapter in the smaller, faster, cheaper device story. And it's not tiny Web or screen-scraped PC applications," a recent Forrester Research report points out.

It requires asking customers how they want to interact with your business at key moments of decision or action. And it requires giving them an experience that they find engaging, intuitive, fast and maybe even fun.

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