Mobile marketing experiences fall short of expectations

This article (Mobile marketing experiences fall short of expectations: study) illustrates why it is so important to get our basics right when it comes to building mobile apps:

• Mobile apps should be user friendly, crash-proof and free of charge. They should also be relevant to the core target and primary use without draining the battery. Once these elements are in place, apps should be designed to surprise and delight.
• People want mobile Web sites and apps to be fast, functional and offer value,” she said. “Focus on that first, then aim to surprise and delight."