number of mobile users is constantly growing as mobile technology evolves and expands. The prominence of mobile has given rise to a few myths that seem, on the face of things, self-evident. If believed, these myths can prove very harmful to a company trying to expand into the mobile market. We will address five of these myths that can reduce a company’s mobile success. 1.The desktop is dead Mobile is obviously going to play a huge part in the future; indeed it is already doing so. Companies without at least some sort of mobile strategy are struggling to compete, but that does not mean mobile is everything. Depending on your industry, a large portion of your users might be mobile or will be soon, but the desktop is still a viable outlet and professional websites are still a necessity. 2.Apps must be native Deciding which technology to use in building a mobile app can be difficult. Many believe that native is the end-all of mobile apps, but they’re not necessarily cost-effective. Many developers are interested in alternatives, but complaints about FaceBook’s HTML5-based iOS app have not been encouraging. LinkedIn has proven that it is possible to create a mobile app based on the mobile web rather than native code. What you have to decide is what your company can deliver and how much you are willing to invest in providing a great user experience. 3. Mobile analytics work just like web analytics Analytics are a great tool for tracking and improving the effectiveness of a website or mobile app. Mobile analytics should not be approached in exactly the same way as web analytics, though. Companies need to also consider mobile-specific aspects to get the most out of analytics. 4. Your current website development team is ready for mobile If your design and development resources are already equipped to deal with mobile development, great! In many cases, finding talent with mobile experience is a major challenge. There are important differences between mobile and web experiences. You may need to outsource in order to find website development experts with mobile development skills. 5.Mobile must be figured out immediately Mobile is going to play a large part in the future of most companies, so it’s understandable that executives are worried about figuring out a mobile strategy right now. What does it mean to figure mobile out, though? Mobile technology is constantly progressing, making it hard to pin down any concrete standards. Success in the mobile arena likely requires making decisions and formulating strategies without concrete rules and standards to refer to. Like all new frontiers, the rules of mobile professional websites and apps are being written as we go along.