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The new frontier for web and digital communication is in mobile devices. Not just mobile-friendly display, with reduced size, images, and flowing content, but in applications. It's the way to get ahead of your major competitors.

If you haven't heard, "there's an app for that" you must be Amish, in which case I'd like to thank you from the bottom of my heart for breaking your vow simply to read my blog. Fantastic. Its even common parlance to use the mocking version of that saying, "there's a map for that." The apps (or applications) are everywhere. iTunes app store claims to have upwards of ten thousand apps. Now, to be fair, there are about three thousand lighters, flashlights, and fart machines on there over and over. But, mobile phone apps are the way to go, to really be on the modern edge.

The problem is, many companies are making the wrong decision. OK, may not be the correct way to say it. Allow me to try again.

If you have a mobile app, and it only works on iPhone, you made a marketing decision instead of a business decision.

I am ok with making marketing decisions. They need to be, and are, made every day. But do not fool yourself into thinking that your singular app, only functional on iPhones, is truly serving your customer base. Talking about iPhone apps in your commercial, on your web site, it makes you feel and perhaps seem like you are forward thinking and cutting edge. Problem is, it's a short sided, though flashy decision.

Blackberry phones are used by over twice as many mobile users as iPhones. Twice. So, why do you not hear about company's Blackberry apps? Because the iPhone decided to market as sexy and exclusive and popular and hip. Blackberry is all business, baby. But, while their Apple counterparts are only available on one service network, Blackberry is available on every single one. While iPhone gets commercials with dancing teens, Blackberry has been pumping out secure handsets to businesses and individuals worldwide. Android is the largest growing market segment, and it is about to pass iPhone. The growth chart looks like a hockey stick, with no signs of slowing down. Plus, from what the tech community is reporting, Android is FAR easier to develop for than the other two competitors.

The correct business decision (and, conveniently, one that allows the marketing team to go on about their partisan bragging) is to create an app for iPhone, Blackberry, and Android, the three major shares in the smart phone, app-based market. This will serve the vast majority of the tech market, the people most likely to use your app in the way you intended.

I am consulting for a huge company right now who is developing an iPhone app. I asked if there were a Blackberry and Android version in process as well. After some poking around, I located a key piece of information; the iPhone app development was being funded by the marketing budget, not the technology or sales budgets. Very telling.

Also quite telling that their major competitor just announced their Blackberry and Android apps.