This white paper discusses the relevance and nuances of the mobile channel across three key aspects: business considerations, user engagement and technical capabilities. In this free white paper: Most companies go through the following six stages in their mobile journey: Mobile Trigger Rushed Development Reality Check Repair and Rescue Attempt Enlightenment Reset and Rebuild “We believe that the migration towards mobile ultimately leads to greater monetization. When you consider that 40% of our searches come from mobile apps, there is quite a bit of unmonetized mobile traffic that we expect to unlock in the near future.” - Jeremy Stoppelman, Chief Executive of Yelp About the author Saurabh Gupta manages HFI’s India operations. He is an alumnus of the National Institute of Design, Ahmedabad, and has worked in the usability and user experience field since 2003. Saurabh has scoped consulting engagements and mentored and managed project teams that include usability specialists, graphic artists and programmers. Saurabh has led numerous projects including digital strategy visioning, product ideation, usability evaluation reports, user interface structures, and usability testing. Amber Krishan leads project teams across digital strategy, usability evaluation, user interface structure design, and usability testing engagements.